Samira Asari.
Guest lecturer for next week’s Copy School 2025, chief creative officer of New York, Samira Ansari has titled her lecture How to Sell The Big Idea Nobody Asked For.
“Selling an idea nobody asked for starts with understanding your audience better than they understand themselves,” Samari said.
“It also comes from knowing your client well; having a real relationship with them, knowing their pressures, their ambitions, and what keeps them up at night.
“Being a creative doesn’t mean staying apart from clients; it means partnering with them.
“That relationship is the key that unlocks permission for the big ideas, especially the ones they never thought to ask for.”
Bookings for Copy School close soon.
Copy School convenor and chair, John Bevins, said he can think of no better topic to complement the eight crucial classes the other ten Copy School lecturers will deliver in person.
“It took me twenty years to discover the importance of what this year’s students will learn from Samira in her 90-minute-mid-week Zoom,” Bevins said.
“And when I did learn it, I started an agency from scratch that gave me and partners, Ray Black and Ian McDonald, decades of enriching, home-grown partnerships with wonderful clients.
“It’s the human relationships that make great advertising, those with our audiences and our clients. And that truth — as a great uncertainty dawns — has never been more precious, or more important, for copywriters.”
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