Is Reactive the New Proactive?



April 13, 2017

2:00 PM

As Dagger’s CEO, Mike Popowski is an advertising expert with keen insights into new trends and classic marketing approaches alike. Recently, Mike wrote an opinion piece for Advertising Age titled, “Is Reactive the New Proactive?” Within this article, Mike breaks down what these terms mean, what’s trending now and where we’re headed as an industry.

While many people associate reactive service with laziness or negativity, it’s more popular than ever. Brands like Audi, Arby’s, Tecate, Oreo and Coca-Cola are succeeding because of their spur-of-the-moment, timely content. Today, it’s not proactive service that’s creating viral hits—it’s reactive service. Click here to read Mike’s full article on Advertising Age.

How to deal with copy challenges like a pro



April 7, 2017

10:00 AM

Copywriting is a pretty cool job. First of all, you get paid to write. Second, you don’t need any fancy programs or tools to do your work. Want to spend the day in a park, or by a pool? You can do that and do your job at the same time. Third, you get to be completely anonymous and write in a myriad of voices on the daily. It’s basically the closest you’ll get to being a professional troll, while still sounding completely respectable at dinner parties. But like any job, it comes with challenges. So, what should you do when the going gets tough?
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For the love of copy, don’t trick your audience.



March 24, 2017

4:00 PM

“Order Confirmed.” “Re: your order.” “Order status.” “DO NOT DELETE.”

Chances are, if you receive an email with one of these subject lines, you’re going to open it. But what happens when you do, only to find details about a whopping 5% off sale? You’ll probably be pretty ticked off. And if the email catches you when you’re particularly hangry or stressed, you might even unsubscribe from the sender completely. Bye Felicia (and Ann Taylor Loft), it was fun while it lasted.
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December 27, 2016

9:00 AM

Copywriters aren’t experts. Many copywriters are talented, creative wordsmiths who can cram five long pages into five succinct words. They make you laugh, they make you think and they make you share social posts about nacho-filled sausage links that simply cannot be edible. But they are not experts.
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