Clare McNally has been giving a class in connected copy structures for The Danish Advertising School (Den Danske Reklameskole) for years. And colour plays a key role in her talk. It's the perfect way to 'see' copy. Without it, you'd have to read every word and hold it all in your mind, which can be exhausting!

Her colour techniques help students understand how to construct their content. They can also quickly visually compare copy across multiple texts in a campaign, on packaging or across media.

Clare also looks beyond taglines and 'tone of voice' to connect copy. Her copy templates and flexible frameworks work wonderfully when executing big ideas and complex brand communication.

The reviews from the evening were "through the roof" according to Stefan Sahl who heads up the well-established copywriting course, with participants saying: “Wow, hun er sej!” ("Wow, she's cool!). Nice. 🙏🏽

If you'd like to discover how your copy can be just as structured and powerful as art direction, please reach out for a workshop or talk.