Male Copywriter's Guide to Personal Branding

Male Copywriter's Guide to Personal Branding

Are you having trouble standing out in a sea of creatives? Is your portfolio site in need of a major reboot? Good news, WNW Member #1695 Lawson Clarke aka Male Copywriter is here to show you the way. He's the naked one, with the mustache, lounging on a bearskin rug, simultaneously channeling Burt Reynolds and Vladimir Putin. In our interview below, Lawson reflects on his unconventional approach to branding himself: "I consider Malecopywriter.com the smartest stupid thing I’ve ever done. Not only did it give me a career as a freelancer, but it went on to win two Webby Awards."

Lawson also talked to us about the genesis of his alter ego, how it has helped him filter the right kind of work, and why it's important not to neglect your own brand. "Now if you’re a superstar creative who has enough Cannes Lions to start a petting zoo, then maybe you can afford to use a template site to showcase your work.  But for the rest of us mortals who have to hustle to get ourselves noticed, my advice would be to treat your portfolio as a creative assignment. Ask yourself, what would make you jealous if you saw someone else do it. Then do that."

Tell us a little bit about your creative background. Who is Lawson and how did he get here?

I’m actually the product of an advertising family. My father had a great creative shop in Boston called Clarke Goward. I can’t begin to tell you how many amazing copywriters and art directors came out of that place: David Lubars, Mike Sheehan, Sean Farrell, Colin Nissan, the list is pretty impressive. And, of course, I’m at the very bottom of that list.  

I worked at the family agency for years then went down the street to Arnold. Right around the time of the financial meltdown in 2008, I launched Malecopywriter.com, which was basically just a photo of me lying naked on a bearskin rug. At the time I just thought it would be a funny way to make my portfolio stand out, but when everyone started getting laid off, including myself, it ended up getting a lot of attention. I think most people who saw it thought, “Look what the recession made this poor bastard do!” but the reality is I shot that photo a year before the shit hit the fan.  

In the end, I consider Malecopywriter.com the smartest stupid thing I’ve ever done. Not only did it give me a career as a freelancer, but it went on to win two Webby Awards.

Your alter ego “Male Copywriter” plays almost like “The Most Interesting Man”, but about 1000 times sleazier. When did “Male Copywriter” come to life? 

Uhhhh… thank you?

Funny thing is, had LawsonClarke.com been available on GoDaddy chances are Male Copywriter would never have even existed. When I first set out to make a portfolio site, I tried buying LawsonClarke.com, but apparently my name is also a public relations firm in England. Once I realized “Lawson Clarke” was off the table, I started thinking about who else I could be. Male Copywriter just seemed stupid enough to work.

As for the persona, that sort of came later. At the time I launched Malecopywriter.com, it was really only meant to be a portfolio site. But then when all the press started rolling in, my brother called me up and told me to get on Twitter immediately. I didn’t even have an account at the time, so I had no idea what I was doing. I just remember asking him what my Twitter feed should be and he said, “Just say whatever you think Male Copywriter would say.”

That’s pretty much where the character was ultimately developed – on Twitter. Well, that is if you can call it a character. At the end of the day Male Copywriter is pretty much me.

You recently put out a brave, bold short film starring “Male Copywriter” which announces your availability for freelance work. When did you decide to go all out?

It had been about 8 years since I first launched the original site, so it was definitely time to freshen things up. I figured I needed to up the ante a bit this time around, so I decided to shoot a landing video that showed Male Copywriter in all of his glory. Although this time around he probably has more in common with Vladimir Putin than Burt Reynolds.

The goal of Malecopywriter 2.0 was essentially the same as the original: I just wanted to make a portfolio that would make me laugh if it ever popped up on my computer. I launched the new site in April, but we shot the video last summer. So it’s definitely been in the works for a while.  

“There’s always the chance my son’s kindergarten teacher is going to stumble onto the site and I won’t be asked to volunteer at the next field trip, but I suppose that’s a risk I just have to make peace with.”

Any deleted scenes that didn’t make the final cut? Or ideas that didn’t make the filming stage?

I actually wanted to film myself doing a pole dance in one of the seedier strip clubs in Boston with a bunch of creepy dudes throwing dollar bills at me. But I couldn’t find a club that would let me in with cameras. Go figure.

 

What’s been the overall response? Any enjoyably negative reactions? Family & friend response?

Overall the response has been great. There’s always the chance my son’s kindergarten teacher is going to stumble onto the site and I won’t be asked to volunteer at the next field trip, but I suppose that’s a risk I just have to make peace with.

“Do I run the risk of turning off potential agencies and creative directors? Of course, but I look at that as a positive. I mean, if you’re genuinely offended by Malecopywriter.com then there’s a good chance we wouldn’t work well together.”

Has your “Male Copywriter” brand directly helped you get work?

It’s absolutely helped me get work. The goal from day one was to have a site that made the phone ring. Now that said, do I run the risk of turning off potential agencies and creative directors? Of course, but I look at that as a positive. I mean, if you’re genuinely offended by Malecopywriter.com then there’s a good chance we wouldn’t work well together.

True story. A few years ago a friend once recommended me for a gig at the in-house agency for a pretty big financial institution. It wasn’t going to be sexy work, and they actually had a pretty strict dress code – like I’d have to wear a coat and tie – but the day rate was pretty decent.  Anyway, I talked to the creative director and the guy basically said I had the job. There was just one thing, though. He needed to show his boss my creative portfolio, you know, just to make everything official. Naturally, I sent him a link to malecopywriter.com… and then I never heard from him again.  

And you know what, it was the greatest thing that could’ve happened.  I probably would’ve been miserable working there. So if nothing else, my site is a pretty good filtering mechanism.

“The irony is that as creatives we spend the bulk of our careers trying to think of ways to make our clients stand out, but when it comes to our own portfolios most of us are just happy to throw our work on Cargo Collective and call it a day. ”

Any tips you can share on spicing up a creative portfolio so that it stands out in a sea of creative portfolios?

The irony is that as creatives we spend the bulk of our careers trying to think of ways to make our clients stand out, but when it comes to our own portfolios most of us are just happy throw our work on Cargo Collective and call it a day.  

Now if you’re a superstar creative who has enough Cannes Lions to start a petting zoo, then maybe you can afford to use a template site to showcase your work.  But for the rest of us mortals who have to hustle to get ourselves noticed, my advice would be to treat your portfolio as a creative assignment. Ask yourself, what would make you jealous if you saw someone else do it. Then do that.

 

What do you see as the pros and cons of freelancing vs full-time?

I think they both have their merits. I freelanced for about 5 years before my last staff job and loved every day of it. But the main reason I went back to full-time was the fact that I hadn’t really produced anything book-worthy in all that time. I had plenty of billable days, but when I looked at my portfolio it was more or less the same stuff I had in there when I started. 

Of course, I loved the lifestyle and creative options freelance offers, so it’s no surprise I’m back hustling my wares on the street again. I know there are people who swear they’ll never go back to full-time, but the reality is you have more creative control over your work when you have a staff job.

For me personally, I think the perfect career would be a balance of both. If another great full-time opportunity presents itself, I’ll definitely consider it.

Which one of your creative projects makes you the proudest and why?

I don’t even have to think about it -- the Pink Cadillac Project we shot with Teddy Bridgewater.

For those who don’t know the story, Teddy Bridgewater was in 3rd grade when told his Mom he was gonna buy her a pink Escalade when he made it to the NFL. First off, what 9-year-old is that career-focused? Secondly, if anyone ever deserved a pink Cadillac it’s Teddy Bridgewater’s mother, Rose. The woman raised four kids in one of the worst neighborhoods in America, and if that wasn’t enough she beat breast cancer into remission all the while making sure Teddy stayed in school and got his degree. She’s basically a first ballot Hall-of-Fame mom.  

Anyway, let’s just say when Teddy handed Rose the keys to the pink Escalade there wasn’t a dry eye in the place. I cried like it was my mom.

“Honestly, I don’t think I’m fit to do anything else. I dug a foundation for an outdoor fireplace in my back yard over the weekend and it damn near killed me. Frankly, I wouldn’t last a day in the real world. ”

If you weren’t a copywriter, what would you be doing?

Honestly, I don’t think I’m fit to do anything else. I dug a foundation for an outdoor fireplace in my backyard over the weekend and it damn near killed me. Frankly, I wouldn’t last a day in the real world.  

 

What’s the creative scene in Boston like?

Anonymous commenters on Agency Spy LOVE to beat up on Boston every chance they get, but the fact of the matter is Boston still holds its own as a creative hub. The city is represented in every major award show year after year. In fact, I’d go so far as to say the Hatch Awards (the local New England show) is traditionally one of the hardest local shows to enter work in. Some great thinking comes out of this town. Of course, I’m unabashedly biased. I also think Tom Brady is 1000% innocent and that Roger Goodell belongs in prison.

Who are some of the creative and comedic idols that inspired you from the start or motivate you to keep at it?

I was always a huge fan of Chris Elliot. Back when he was a writer on Late Night With David Letterman I thought the man was nothing short of a comedy god. I suppose what I really loved about him was that he was never afraid to make himself look like a complete asshole. He’d do stuff like eat dog food out of a can in a lab coat and play it off as if he was conducting the most serious scientific research in the world. It blew my mind. The whole audience would be howling with laughter, and yet he’d have the straightest face in the room. Meanwhile, he’s on stage literally choking down this dog food and trying not to puke. He was absolutely fearless. He basically made me want to be a writer for David Letterman.  

I think there’s still time to chase down that dream.

 

Who are some WNW members whose work you admire and why?

Jeff Church is a guy I like to partner with a lot. He’s one of those rare art directors who can actually write really well. In addition to being incredibly talented, he’s also a great guy to pal around with. 

As for other WNW members, I think I’m contractually obligated to give a shout out to your founders, Adam Tompkins and Justin Gignac. In my humble opinion what they’ve done for the advertising freelance world is nothing short of game changing. And if it sounds like I’m kissing their asses just so I’ll get priority treatment, well, then I don’t know what to say other than I think they’re both incredibly brilliant and handsome.

Discover more talented creatives on Working Not Working.

Are you a WNW Member with new work, exhibits, products, or news to share? Email us!

Cards Are Better When They're Attached To Alcohol

Cards Are Better When They're Attached To Alcohol

 

Whether this week was a grind or a breeze, Fridays are all about unwinding. We think we have an idea what WNW Members #2325 Liza Behles and #2328 Courtney Bowditch have planned. "Separately, we are a writer and an art director. Together, we are often tipsy and discussing Brené Brown’s latest podcast appearance... 90% of our friendship involves sitting around drinking wine and talking about feelings." Rather than selfishly master those perfectly paired activities on their own, they've generously taken measures to make it possible for each and every one of you to reach your wine + feelings potential. 

The result is Delicate Estates, greeting cards for sensitive occasions that double as wine bottle labels. Our interview below covers all the essentials, like how they decided on the irreverent tone of the labels: "We knew the tone would be less Hallmark, more Camus--but like, if Camus watched Broad City and was considering freezing his eggs.") And how relocating to Los Angeles has influenced their creative style: "If we could figure out some way to ride our bikes to a cute little Delicate Estates office-gallery-wine-tasting-reclaimed-mixed-use-space located conveniently between our respective Santa Monica residences and also overlooking the water... that would be clutch. LA influences us to pursue that dream."

Tell us about your creative backgrounds. Who are Liza & Courtney and how did they get here?

Liza & Courtney are the respective yin and yang of the powerful, shiraz-powered braintrust that is… Liza & Courtney. Separately, we are a writer and an art director. Together, we are often tipsy and discussing Brené Brown’s latest podcast appearance. We met at CP+B Boulder 5 years ago, where we worked, cried, and ate a lot of truffle cheese. In 2012 we wrangled 1 boyfriend, 2 bosses, and a rag-tag crew of underdogs to relocate to LA--because as everyone knows, skiing every weekend can really mess you up. We’ve been freelancing together since.

 

When and how was the idea for Delicate Estates born? How many glasses in were you?

Since 90% of our friendship involves sitting around drinking wine and talking about feelings, we thought it would be cool to combine those two things into a single product: greeting cards that stick to wine bottles. While the idea itself was not exactly a drunken whim, we definitely expensed a lot of wine while “developing” it. We may or may not be developing it right now.

Did you know right off the bat that you would get irreverent, dark and sardonic with the tone of these greetings? Which ones are your favorites?

We wanted to create cards that correspond to specific drinking occasions--but not the ones where the recipient is like “Oh thanks, you didn’t have to” and definitely the ones where they’re like OMG GET ME A CORKSCREW NOW OR ELSE WATCH ME OPEN THIS WITH MY TEETH. (Disclaimer: don’t do that!). So yeah, we knew the tone would be less Hallmark, more Camus--but like, if Camus watched Broad City and was considering freezing his eggs. In terms of favorite cards, we'll default to the ones that coincided with our favorite reasons to drink: Because Tuesday and You’re Having an Existential Crisis.

 

Have you collaborated before? What do you each bring to the table?

Yes, we’ve been working together for 5 years as an AD-CW team. Courtney, the AD, brings an outstanding head of hair--which is so luminous that at one time it actually had its own Facebook page. She also brings a really shitty car and some killer P-shop skillz. Liza (the CW) definitely brings more angst, and as of late, an even shittier car. Courtney usually chooses the music and Liza usually tries to change it to a podcast about gut bacteria.

What type of wine makes your cup runneth over? What feelings are you talking about while you imbibe?

In terms of vino, Courtney prefers a crisp rosé and in terms of feelings, general themes include text etiquette and fear of dying alone. Liza usually opts for an unoaked chard, and when it comes to feelings, she LOVES to negatively internalize the success of her peers and (depending on how hard she's chard-ing) quote the self-help book du jour that's helping her forget about those a-holes and live in the now.

 

How does Los Angeles influence your creative styles and work?

OMG we hate driving. Not only because it conflicts with drinking and/or because we have shitty cars, but also because UGH. It’s just the pits. So if we could figure out some way to ride our bikes to a cute little Delicate Estates office-gallery-wine-tasting-reclaimed-mixed-use-space located conveniently between our respective Santa Monica residences and also overlooking the water... that would be clutch. LA influences us to pursue that dream.  

Who are some of your biggest creative idols and influences?

Whoever invented the mushroom toast at Gjelina. And Bruce Springsteen. And Tokyo. And our favorite boss of all time Tom: he will definitely be creeped out by that answer.

 

What moment or project in your career so far has made you the proudest? What was your biggest career failure?

Our favorite collab is most definitely a charity we helped start back in Boulder called P.ink that provides tattoos to women with mastectomy scars. Working on this makes us feel good, and unlike most advertising-y stuff, the results of the campaign are permanent. Biggest career failure would have to be the time we tried to start a baby onesie line called Sorry not Sorry. That was a bust. Also the time we went to Gjelina and THEY WERE OUT OF MUSHROOM TOAST.

If you weren’t a copywriter & art director, respectively, what do you think you’d be doing instead?

Liza would probably be an anesthesiologist and Courtney would definitely be a WNBA guard. Sliding Doors, man.

 

What do you do when Not Working?

Besides wine and mushroom toast, we like to travel. Courtney just returned from 11 months in Sydney and Liza just got back from 3 months in SE Asia. Admittedly, these absences made the whole launching-a-startup thing a bit challenging, but… details details.

What cultural and creative venues do you frequent in Los Angeles (arthouse theaters, galleries, museums, bookstores, record stores etc)?

The Last Bookstore. That place is dusty, but also the best. Westside Comedy in Santa Monica. The piano bar at Casa Escobar on Wilshire (especially if you like Hall ‘n Oats covers!). Does listening to NPR’s Off-Ramp in your car count? We’re also creatively partial to rooftops, patios, decks, stoops, and other outdoor spaces with happy hour specials.

 

Any album, film, television or book recommendations for your fellow WNW members?

Watch: The King of Kong. Iris. Anvil, The Story of Anvil. Beasts of the Southern Wild. All of Broad City. That Portlandia sketch about vegan fart patios. Read: The Art of Looking Sideways to understand life and I Will Teach You To Be Rich to understand why you should enroll in your agency’s 401k program and NOT invest in marijuana penny stocks (Live and learn, man).

Who are some other WNW members whose work you admire, and why?

Brittany Poole. Todd Grinham. Cerra Buckholz. Andy Pearson. Andy Ure. Matt Denyer. Wendy Leicht & Cliff Leicht. Hire these humans or at least drink 100 wines with them (Warning: Cerra can actually do that.)

 

Anything else you’d like to add?

Please buy our labels. Also, stop what you’re doing right now and go eat the mushroom toast at Gjelina. The gluten is worth it, promise.

Are you a WNW Member with new work, exhibits, products, or news to share? Email us!

An Advertising Creative Gone Rogue Talks Cannabis, Food, & Tech

An Advertising Creative Gone Rogue
Talks Cannabis, Food, & Tech

Working Not Working

WNW Member #2726 Monica Lo is a New York City advertising creative gone rogue. For starters, she relocated to San Francisco.

"I paid off all my student loans, quit my cushy ad job, and took two months to check-off my NYC bucket list and moved to SF to dabble in the food and tech industry. This was also the time where I rediscovered my passion for cannabis. "

It's clear that Monica has found her niche. She's the creator of Sous Weed (high-end, sous vide cannabis cuisine made simple), co-founder of Weedhorn, co-creator of Asian Americans for Cannabis Education, and a photo contributor to Stock Pot Images.

In our interview below, Monica talks about the misconceptions of cannabis, and how each of the above projects shifts the conversation and sheds light on the plant's many benefits. "There are new startups popping up everyday in this budding cannabis industry who are struggling to brand, market, and legitimize their companies. As we strive to gain mainstream acceptance, the stereotypical stoner visuals like boobs, buds, and butts just won’t cut it anymore. We need to break stereotypes and elevate our image to reflect the true cannabis user’s lifestyle. Older people are starting to turn to cannabis instead of pharmaceuticals, more women are using cannabis for menstrual pains, and lots of beginners are starting to get curious—these are people we need to appeal to."

P.S. Tonight (Tuesday), we'll be hosting a Drinking Not Drinking happy hour in San Francisco. You'll have the chance to hang out with Monica, as well as some other badass WNW Members and their slightly less badass friends. Check your inboxes for the link.

 

Tell us a little bit about your creative background. Who is Monica & how did she get here?

Hi! I’m Monica. I graduated from Pratt Institute and built my career as an art director at agencies like Publicis, TBWA\Chiat\Day, OgilvyOne, and kbs+. But my heart has always been in food and photography. 

After eight years in New York, I was at a point where I needed a change. I had an opportunity to move to San Francisco for some freelance work. I paid off all my student loans, quit my cushy ad job, and took two months to check-off my NYC bucket list and moved to SF to dabble in the food and tech industry. This was also the time where I rediscovered my passion for cannabis. 

“There are people in need and living a lesser quality of life because we haven’t yet legalized this miraculous plant. To me, cannabis isn’t about getting high, it’s about getting people the care they deserve and safe access to it.”

You’re involved with several cannabis-based companies and projects, like Weedhorn, Stock Pot Images, and have created your own, like Sous Weed. How’d you find this niche?

I learned a lot about the industry from my roommate who is a cannabis attorney. I was also using edibles as an aid to sleep through the night and relieve my back pain. I had discovered a whole new world of tasty, effective, and non-habit forming treats but the packaging needed a lot of help--the information hierarchy was a mess. There are new startups popping up everyday in this budding cannabis industry who are struggling to brand, market, and legitimize their companies. As we strive to gain mainstream acceptance, the stereotypical stoner visuals like boobs, buds, and butts just won’t cut it anymore. 

At the same time, I connected with Ophelia Chong, the founder of Stock Pot Images, via Twitter. We started chatting about the obvious need for accurate representation of the industry and all you can find on any stock image site are images that convey a negative message. It was a market that needed to be filled. There are people in need and living a lesser quality of life because we haven't yet legalized this miraculous plant. To me, cannabis isn't about getting high, it's about getting people the care they deserve and safe access to it. I joined Ophelia at Stock Pot Images as a contributing photographer to educate and de-stigmatize through my photography work.

“Over the next few years, cannabis could be legalized by the federal government. Our goal is to serve up the most interesting cannabis stories from around the web for every kind of weed enthusiast. From the anti-pot parent who wants to treat their child suffering from seizures to people who’ve never tried cannabis, but want to live a healthier life in a state where it’s now legal.”

How did you get involved with Weedhorn? How does the platform and your background in photography, art direction, and design help build Weedhorn for success?

Fast forward a couple months, I had a passion project blog called Sous Weed which marries my love for food, technology, and cannabis. I make low-dose edibles that are perfect for the beginner that uses a discreet, efficient, and scentless method called sous vide. Rick Bakas from WeedHorn found me (yet again) on Twitter and we started chatting about a partnership with WeedHorn. 

Rick also came from a marketing and design background. He spent eight years at NIKE developing the brand, he was the lead designer on the NFL’s Denver Bronco’s identity, as well as the creator of the Oregon Ducks identity. He started WeedHorn as a mainstream cannabis media brand focusing on education and entertainment around all the good things cannabis can provide. We hit it off and Rick pulled me in as a co-founder. 

Over the next few years, cannabis could be legalized by the federal government. Our goal is to serve up the most interesting cannabis stories from around the web for every kind of weed enthusiast. From the anti-pot parent who wants to treat their child suffering from seizures to people who've never tried cannabis, but want to live a healthier life in a state where it's now legal.

We want our readers to be entertained, empowered, and educated as legalized cannabis is the fastest growing industry in America. Fast Company has called WeedHorn the 'BuzzFeed of Weed' and Branding Magazine featured WeedHorn as one of the companies successfully rebranding cannabis. When the state of Oregon began selling legal recreational marijuana, Portland's NBC news turned to WeedHorn for coverage.

Together, our marketing, design, and art direction chops makes us a powerhouse team as we enter this movement. 

Do you think cannabis is still a taboo subject? What steps do you take to change public perception of cannabis users? 

Cannabis is definitely still a taboo subject but we are working hard to change that. Many medical benefits are starting to come to light with more and more research. Cannabis is saving the lives of children with debilitating epilepsy, it can be used as a preventative treatment for diabetes, it’s also an effective way to manage pain if you don’t want to be on harsh opiates… these are just a few conditions in which cannabis can aid but since we haven’t yet legalized this benign plant, people are dying. We need to educate ourselves and others on the health and therapeutic benefits of cannabis and we need to strive to end all prohibitions associated with such use. 

What are some of the challenges of breaking cannabis culture into the mainstream? 

As the cannabis industry shifts gears to prepare for legalization, companies are scrambling to differentiate themselves in the market with a more mainstream and accessible creative direction. Perceptions are changing and depictions of sexy nurses, boobs, buds, and lazy stoner kids just won't cut it anymore. We need to break stereotypes and elevate our image to reflect the true cannabis user’s lifestyle. Older people are starting to turn to cannabis instead of pharmaceuticals, more women are using cannabis for menstrual pains, and lots of beginners are starting to get curious—these are people we need to appeal to. Edibles are the easiest point of entry but you can’t give an entire 120mg brownie to a beginner, that’s just going to turn them off for good. We need to start seeing better packages, lower beginner doses, and not to sound like a broken record… more education! 

You’re the creator of Sous Weed, a high-end cannabis cuisine blog. What’s one of your favorite Sous Weed recipes?

I created Sous Weed while I was at Nomiku, a company creating the smallest sous vide device for precise cooking. I found that the sous vide method lends itself perfectly to cannabis cooking because of the temperature control and since the cannabis is sealed in a jar underwater, there’s no smell. I make lightly medicated meals to enhance my day, manage my chronic lower back pain, and reduce stress. I figured, I should just document it! I love this simple infused olive oil recipe. You can then use the oil in your recipes or salad dressings. And if you’re hosting a brunch, I will definitely be bringing my Bloody Mary Jane mix. 

What do you do when not working?

I’m usually at the Ferry Plaza Farmers Market every Saturday morning, then cooking and testing out recipes on my friends. 

 

Sativa, Indica, or Hybrid?

I micro-dose sativa throughout the day! That’s how I’m so effective! 

 

Who are some WNW Members whose work you admire and why?

Romain Laurent is my favorite photographer and director to work with. We worked together on a Hilton HHonors photo shoot with Michael Phelps for the London Olympics. He became a great and supportive friend and I admire his work so much!

 

Are you a WNW Member with new work, exhibits, products, or news to share? Email us!