Course Name

Introduction to Copywriting


Regular Rate:

Php 12,000

Early Eagle Rate:

Php 11,000

Introduction to Copywriting


In this era of the “new normal”, we either Pivot or Perish in order to survive the massive challenges that this global pandemic has brought about. Some have changed careers or started their own businesses and launched their own branded product or a service. Writing Copy to promote their products or company is a great skill to have during these times. The workshop will show learners how to write effective Copy in Print, Radio, Video and Digital content. In today’s hyper-competitive marketing environment, writing attention grabbing headlines and copy will help your Brand stand out and be different from the competition. This course will equip you with Copywriting Skills to help your brand (Product or Service) succeed.

Who should attend

Young Professionals (Newbies to Middle Managers) in marketing or sales and entrepreneurs who want to get a better understanding of the role of persuasive Copywriting in promoting their brands.

Successful completion of this course enables the participant to:

  1. Understand and learn how Copywriting can help make your brand standout in a very competitive environment;

  2. Learn how to write Copy in different media;

  3. Learn how consumer insight can provide meaningful connections that can help you write better Copy for Print, OOH, Radio and TV; and

  4. Learn how to write Copy for Digital Content, collaborate, and present/sell your Copy/Campaign to clients.

Module 1: Introduction to Copywriting

A. The Critical Role of Copywriting in the Marketing Communications Process
B. Writing Exercises for Print Medium

Module 2: How to Write a Copy Based on Consumer Insights

A. Why this is more persuasive and effective (with Case Studies)
B. Content Writing for Podcast, Radio, and Audio Media
C. Exercises on Audio Content

Module 3: Copywriting in the Digital Age

A. Adapting the principles of writing copy for Videos, Social Media, and Content

 Module 4 : Presentation of Copywriting Exercise

A. Closing and Workshop Feedback by Learners

Ms. Eleanor S. Modesto was a Digital Strategy Advisor of Nurun, the global digital network of Publicis Worldwide. She also conducts workshops on creativity, presentation skills, new business and marketing communications around the Asia Pacific Region. She is a regular resource person in marketing communications, brand building, and consumer insight for conferences, summits, workshops, seminars and media interviews. Ms. Modesto was also a speaker and facilitator at the Asia Pacific Media Forum held every two years in Bali, Indonesia.

She was CEO of Lintas Jakarta for over 2 decades when the agency was the number one advertising agency in Indonesia. Initially she was Executive Creative Director of Lintas Jakarta (now Mullen Jakarta); Creative Director of Lintas Manila (now Mullen Group Manila); and Associate Creative Director of Ace-Compton (now Saatchi & Saatchi). She conducted workshops for Bates141, GroupM, Leo Burnett, Bintang 7, Darya Varia, Lowe, JWT, First Media, AKV TV, Unilever, InterAct Carlson, Activate, TBWA, DDB, Group M, and Cabe Rawit, among others.

Ms. Modesto graduated from the University of the Philippines, with a degree in Visual Communication. She graduated cum laude. She was the first Agora Awardee for Regional Marketing Communications by the Philippine Marketing Association.  

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