This document provides examples of copywriting work by Marcus Johnson. It begins with an introduction to his role as a copywriter and the wide variety of projects he has worked on, including ads for magazines, newspapers, brochures, websites and more. It then shares several examples of ads and campaigns he has created for clients in various industries like automotive, property, and business services. It concludes with an A-Z list of brands he has worked with as a copywriter.

1.
Marcus Johnson,
Copywriter *
* Uses words to persuade people that there’s more to
things than meets the eye.

2. As a professional advertising copywriter, I’ve
written thousands of words. Many thousands.
Probably millions of words. Sometimes, the
process starts with a detailed brief, sometimes
I’m ‘verballed’ over the phone. Other times, I’ll
make up my own brief. My job is to generate
ideas that shine and words that work.
Glossy colour magazine ads, small space
newspaper ads, brochures, flyers, annual
reports, outdoor posters, television scripts and
scenarios, trade presenters, newsletters and
eNewsletters, radio ads, editorial, PR and press
releases, back of pack copy, websites,
speeches, banner ads, business cards, long
copy, short copy, body copy, ads with no copy,
naming projects, strategy projects, ‘love jobs’,
jobs for the client’s mate, mother or mistress,
small jobs, big jobs, from luxury goods to hard
core retail. I’ve tackled plenty and learned a lot.
Here are some examples.

3. Double page ad in Popular Science magazine targeting boffins that can think outside the square.
>> Isn’t that smart?
A car that turns itself off
when it comes to a full stop
Let’s say you’re driving home from work and the traffic
light ahead of you turns to red – what happens next?
Well, if you’re driving the smart fortwo mhd with ECO
stop/start technology, you’ll literally come to a full
stop That’s because this clever little car has a
remarkable, yet simple way to conserve fuel and reduce
emissions As soon as the car falls below a speed
of 8 km/h and the brake pedal is pressed, the engine
just turns itself off Then, when you’re ready to go
again, the engine starts as soon as you take your foot
off the brake pedal It’s a fully automated system that
works brilliantly with the smart fortwo’s transmission
and can be deactivated at any time This ingenious
new stop/start technology comes via a belt-driven
starter generator, which takes the place of both a
conventional starter and alternator When you
consider that studies have shown that in everyday
traffic, vehicles come to a halt every 1.3 kilometres
on average, the mhd system can certainly pay off in
terms of both fuel savings and CO2 emissions The
combined city cycle consumption of the 52kW smart
fortwo is a miserly 4.4 litres per 100 kilometres and
the CO2 emissions are a low 112g/km Want to find
out more about the remarkable smart fortwo mhd with
ECO stop/start technology? Stop by your nearest smart
centre at selected Mercedes-Benz dealerships today.
*Daily payments from $9 (payable monthly) on a new 52 kw MHD smartfortwo coupe with a drive away price of $22,390 (incl
$390 documentation fee) less $2,557 deposit. Based on 60 month hire purchase agreement with a total amount financed
of $19,833 and a final balloon payment of $8,800. Finance to approved business customers of Mercedes-Benz Financial
Services Australia Pty Ltd ABN 73 074 134 517. Conditions Apply. Finance Offer ends 30 June 2009. †Based on ADR81/02 Actual
fuel consumption figures and kms per tank vary depending on traffic conditions and individual driving styles.
smart - a Daimler brand
www.smartaustralia.com.au Think

4. Visually-led major metro press campaign designed to break out of the usual EOFY sales events.
Created a huge spike in sales and won the Mercedes-Benz Marketing Star Award for the client.
Our exceptional End of Financial Year Sales Event is on now at 835 Doncaster Road until Sunday at 4pm. We are making
a clean sweep of all 2013 and 2014 plated demonstrator models including AMG. This sales event is not to be missed. This is
your opportunity to secure a Mercedes-Benz demonstrator at an outstanding price as we make way for new models. Must end
tomorrow, Sunday 1st June, at 4pm. www.mbsilverstar.com.au
The Silver Star Motors
End of Financial Year Sales Event.
Today and tomorrow only.
835 Doncaster Road, Doncaster 3108. Tel (03) 8848 1266
LMCT533

5. Brand campaign for high end Toorak property group. No pictures of houses meant that these
small space ads could cut through the clutter and create phone and walk-in traffic.

6. Experiential campaign for Mercedes-Benz Vans. We built a giant Esky and put it on the back
of an MB van to launch the new positioning line we created for them: ‘Love your work’. The
lead vehicle and around thirty other vans toured the state and set up barbecues for tradies
at Reece and Bunnings. We ran this in conjunction with a billboard campaign to keep
Mercedes-Benz top of mind for buyers that were after a better product.
Mercedes-Benz Vans.
Love your
work.

7. Copy-driven branding piece for BHP Billiton’s reception area.
Banner ad to publicise one of Triple M’s pre-concert events.
isis.com.au

8. Magazine ad to position FreeSpirit as a company that takes care of all the tedious details such as
salary packaging and superannuation for overseas travellers.
Outdoor poster for feminine pleasure gel.
The bell sounds for Cocktail Hour.
But you decide to head back and spend
more time on your resumé.
Hello?
Travelling’s more fun when your mind can wander too.
www.womanzone.info
MADE IN NEW ZEALAND.
ENJOYED DOWNUNDER.

9. An A to Z of brands I have worked on:
AAMI Allen’s Amorim Argyle Finance ANU ANZ Aspro
Australian Democrats Party Australian Dairy Corporation
Australia Post Aviva AXA Bega Bendigo Bank Bendix Berri
Bertocchi BHP Billiton Big Sister BirdsEye BMW Bonlac
Bounty BP Bran Plus Braun Brown Brothers
California Walnuts Campbell’s Capt’n Snooze Chrysler
Clayton’s Coles Myer Collins Booksellers Communic8
Country Road Crown DaimlerChrysler Dalton Deeko Decor
Dodge domain.com.au Dulux Duracell Edgell Elanra Elgas
Esanda Escor Exedy Feltex FibrePlus Fibrisol Fifo Flag
Four’n Twenty Gas & Fuel Gazman Gillette Guardian HBA
Herbert Adams Heritage G&CC Holden Honda ISIS Jacqui E
JCB Jeep Johnny Walker Just Jeans Kit Kat Korando
Lady Scott Lanes Motors Laserlite Leggo’s Lend Lease
Libra Lite Start Mars Martha Cove Maybach Mazda
Melbourne Docklands Melbourne Football Club
Mercedes-Benz Mercedes-Benz Finance Metro Trains
MMM Mutual Community Nabisco Nanna’s NAB
National Mutual Navigator Nestle Nicholas Dattner
North Blackburn Shopping Centre Oral B Origin Energy
Pacific Access Pioneer Pepsi Plants Plus Phillip Morris
Plumrose PMP Presidential Limousines Pure Blonde
Quick Eze QuickFresh RACV Redheads Repco
Rescue Remedy Rydge Property Group Sensis Snickers
Silver Star Motors smart Soothers Sorbent Sportscraft
Spring Valley Ssangyong Musso St.George Sustagen TAC
Telstra The Age The Herald Tooheys Twinings Uncle Tobys
VicUrban Viva Vita Brits Venus Victorian Racing Club Volvo
Wedgwood Weeties Wool Wrangler Womanzone Wellness
Western Star White Pages Yakka Yellow Pages Yoplait
Zagames Zeiss International

10. Marcus Johnson, Copywriter.
marcus@ubucommunications.com
Like to have a few words?
Call me on 0407770092.