top of page

shadowy subjects

It was just last week that a certain rodent allegedly popped its head up to predict the weather. According to the “experts” they’re predicting 6 more weeks of winter weather. Mostly, it’s because I believe my future is facing the sun, leaving my shadow — and this supposed bleak next few weeks — behind me. I’m feeling good about the steps I’m taking even if at times it feels as if I’m just walking in place. I know that any movement is better than no movement. More important, y

power play

Sure, I believe some of the stuff I’ve written over the years has played a role in a purchase decision or two. But I never imagined I could have this much power. (cue wringing hands and sinister laugh) #copywriterABQ #creativewriter #adwriting #jerrywrites #creativeinspiration #copywriteralbuquerque #RileyonMarketing #JerryMatthewsCopywriter #humorinadvertising #jerrymatthews #advertisingwriter #copywriting #branding #advertising

of praise and copiers

“The average company takes better care of its copiers than it does its talent.” So says an article for BusinessWeek. Or was that more “I have to do it. Otherwise, someone else will, and I’ll find myself in the ranks of the unemployed.” So I stayed chained to my desk. There was one stretch at one company where I ate 9 straight meals at my desk. Sure, I got to go home and sleep (a little), shower, change clothes, only to be back with my shoulder to the grindstone. But as my lo

i guess advertising really does suck

As pop culture goes, so goes some advertising I suppose. It all started back in the summer when I was concepting new brand spots for a state electric company. One of the messages we wanted to get out was about “energy vampires” (aka phantom energy). We even did a radio spot, with accompanying print ad and billboard, that helped get the word out about all they wasted energy people are paying for just by leaving things plugged in when not in use. It’s only once these started hi

seeing the fruits of my labor

We recently relocated from Surf City USA to the Land of Enchantment. This move was for a few reasons, mainly lowering our cost-of-living and the potential of full-time employment. Here’s the main “brand” TV spot I contributed to back in the summer. It’s great to begin the process of settling into a new area, and to be surrounded by such amazing beauty. The fact that I get to continue working with such a talented team — and seeing the results all across town — is just icing on

barking up the, uh, wrong….tree?

I have two adorable, intelligent, feisty little girls who I’m lucky to share my life with. Not only do they provide unconditional love, they are also a great source of laughter. And blog topics. Our neighborhood has a fair number of new “critters” that have moved in. I’m sure it’s a combination of food supply, and having their previous residence submerged as a result of the new inlet to the wetlands. We’ve seen possums, shunks, coyotes, rats, and squirrels (to quote Carrie fr

I’m happiest just being a fish

Sure, I’ve had the pleasure of working on not just national, but international brands. I’ve had work recognized not just for creative excellence, but also for effective communication and measurable results. But nothing has sent me giggling like a school girl than seeing outdoor boards I worked on this summer lining the streets and highways of Albuquerque. And the back-to-back print ads that appear in the “Best of” issue of Albuquerque magazine. I only wish I had seen one of t

Loyalty vs Survival

In today’s job market, which is stronger? The need to remain loyal? Or the instinctual desire just to survive? Based on recent polling numbers, I’d say the pendulum is swinging toward survival when only 45% of those currently employed can express any type of job satisfaction. And seriously, when the second best reason those polled state as a “good thing” about their current position is the commute, there’s something very wrong. When I explore my feelings on this subject, it’s


I love the English languange. And in this particular case, I’m talking about the Queen’s English. Recently, during a lull in freelance projects (Why is it that projects all come in at once, and then, like the ocean’s waves, all go out to sea at the same time?) I sat down and watched the movie, Kinky Boots. It’s the story of an old world shoe factory that has to come to terms with a changing marketplace. And like so many companies, trying to create a niche wherever they can fi

colorful language

“Almost all words do have color, and nothing is more pleasant than to utter a pink word and see someone’s eyes light up and know it is a pink word for him or her, too.” (Gladys Taber) Back in my post grads day at the Ad School in Atlanta, I had a copywriting mentor (the actual head of the writing department at the school) who did a lot to challenge my writing style. My first few quarters there were all about settling in and embracing the process. But, as she reminded me on a

And I thought it was just writer’s block

Tom Gauld | As shared by an art director friend…. Granted, my “bees” are usually my sister Cairn Terriers, who love to distract me with adorable looks, requests to play ball, or advance warnings of impending intruders. Or, is it that the mailman is here? Or their “boyfriend” the Scottie has dropped by for an afternoon visit? Or, for Cody, that another ice cube has dropped into the tray? Ah, the joys of being an independent contractor working

giving thanks

What has been an eye-opening issue has been my relationship with the umpteen different temp agencies I’ve registered with over the past few years. Sure, I get calls occasionally from them about my availability and/or interest in temp gigs. But why is it that their pay scale is less than half of what I’ve been able to bill on my own? I understand they have to make money, too. But why is it an agency will pay me my asking rate, but not get even close to that number when it come

Good enough?

There’s an article in a recent issue of Wired where the author lists a whole bunch of “technology” that, despite being inferior in build and results than more expensive competitors, is having a huge impact on the way business and industry are bringing their products to market. From video cameras to the MP3, today’s consumers are content to purchase products and services that are “good enough” for now, and almost adapting a disposable mindset. So what happened? Well, in short,

Pre-tweet. And repeat.

Who needs 140 characters? For the past couple of months, I’ve been lucky to be included in a weekly Haiku exercise. It’s great to see how the people in this Tuesday group see the world through the simple pattern of 5-7-5. It’s not like the addiction that is tweeting and Facebook. I mean, really, how much do I really need to know about the small details of people’s days? I don’t even want to share my own. But hey, we all get to choose how we want to share, with whom, and which

getting in the “mood”

Of course, the natural progression was to evolve from snail mail to e-mail. So as my career progressed, it was easy to fire off a quick electronic note to someone to help put me in the mood. Next came IM, and the constant connection with people in the next office, or across the pond. It still remains a great conversation starter, and does help keep my tone casual. Sure, it’s not always appropriate to be casual. And adapting to that style isn’t too difficult. Today, we have st

confessions of a poser

OK, I’m no Don Draper, nor am I Darren Stevens. (Though I don’t have a personal preference between the two Dicks, I guess I have more in common with Sargent than York.) I don’t play an ad guy on TV, I play one in real life. I get paid to write a variety of different things. Print ads. Brochures. Web banners and sites. And, as of late, TV commercials and radio spots. Here’s where the poser part comes into play: I don’t listen to the radio because I have an iPod connected in my

Creative (Pro)Creation

During this recent spell of non-permanent work, I’ve been pretty darn lucky to work with some great agencies, albeit remotely. One in the Pacific Northwest, one right off old Route 66. The projects have been diverse, and quite creatively fulfilling . With the distance between us, most of the projects start off with a creative brief and a phone call. Once we’ve established the need to create, I go off on my own and work my magic. The biggest challenge has been the whole creati

Web of Influence

It’s summer in SoCal, which means it’s sweeps time if you’re a spider. This translates to knowing that, no matter how careful you are, or what time of day, you’re bound to walk into a web somewhere. The challenge, just like the spider who sets up shop in the place he/she thinks is best, is that no matter how much research or data, the attention of the intended target isn’t always guaranteed of being caught. Old school advertising had a much easier time. Fewer choices meant a

swimming in the creative pool

there are days when diving into the creative process is as shocking as the water temperature here off the coast of southern california. not that i really know. i’ll admit that in the 15 years i’ve called SoCal home, i’ve been in the water twice. no deeper than my knees. as shocking as that sounds, it’s no more shocking than my own response to hearing people say, “no, the water’s warm! it’s like 68 degrees today.” uh, thanks, but give me the warm waters of maui any day. but i

Marketing to a more sophisticated palette

There’s no question that today’s consumers are a much more sophisticated lot. It seems everywhere you turn, men and women are constantly clutching their latest digital toy in one hand, and either a gourmet coffee drink or a $4 bottle of tap water in the other. I find myself falling victim to these choice choices. And not just when it comes to dressing and feeding myself. (All said as I’m sipping my Starbucks coffee with my new Palm Pre sitting on the desk.) Like every parent

bottom of page