Copywriting, Portfolio

The most important rule for good copy is brevity.

Barra Financial Software

Visit the Design page to read more about the challenges presented by this campaign.

Ad campaign for Barra financial software

—The headline in the ad on the left reads, “There may be a better way to pick stocks, but you’d have to hear about his mother-in-law, his homeland and his gall bladder operation.”

—The headline on the ad on the right reads, “There might be a better way to look at global equities, but it could cost billions to launch.”

—All of the headlines in this ad campaign for Barra, a financial software company, questioned the quality of available stock advice and then immediately drew the reader’s attention to the ad’s call-to-action.