Copywriter and Marketing Consulting? That’s two, two, two Walts in one!

Brainstorming, Copywriting, Marketing Consulting

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Hi. I’m Walt Jaschek, copywriter and marketing consulting based in St. Louis, Missouri. Back in the 1960s, the candy Certs assured us in advertising it was “two, two, two mints in one!” I’ve paraphrased that for the Walt Now Copywriting & Consulting slogan: “Two, two, two Walts in one!”

Yes, I’m a marketing consultant and planner, for great brands near and far, leading messaging and ideation sessions, live or remote, often using my Prospect-Based Brainstorming Processes.

But, unlike many consultants, I can actually write – taking the ideas generated in brainstorms and crafting truly memorable copy, scripts and content. See samples in my Copywriting Portfolio.

The combination has led to many happy clients, for which I am grateful.

So decide which Walt you need: Consultant? Copywriter? Both? Cool. Let’s pop a Certs and go!

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News: Walt Jaschek, Radio Partner Paul Fey Inducted Into St. Louis Media Hall of Fame

Awards and Honors, Saint Louis Media Hall of Fame

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From the St. Louis Media History Foundation:

Paul Fey and Walt Jaschek, longtime collaborators and creators of funny radio commercials, were inducted into the 2017 St. Louis Media Hall of Fame at a gala ceremony attended by hundreds in downtown St. Louis on March 17, 2018.

The duo thanked, among many others, “Our great clients over the years, for your courage, your taste, and your budgets. Keep having those things!”

The St. Louis Media History Foundation inducted 20 other individuals into the St. Louis Media Hall of Fame that night, as well. More than 200 people attended the gala. (See the full list of the St. Louis Media Hall of Fame 2017 Inductees here.)

Said the Foundation: “Individually and together, Paul and Walt have reputations for creating high-impact, industry-admired advertising campaigns. They teamed up in 1991 to create Paul & Walt Worldwide, the radio commercial boutique agency and production company. With offices in Hollywood and St. Louis, their work quickly won CLIOS, ADDYs and many other awards for national brands.”

Paul is now President and Chief Creative Officer of World Wide Wadio in Hollywood.  Walt is now creative consultant and copywriter here at WaltNow.com. Both men continue to collaborate frequently.

See Paul Fey’s profile in the St. Louis Media Hall of Fame.
See Walt Jaschek’s profile in the St. Louis Media Hall of Fame.
See the official press release from the St. Louis Media Association.

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Bonus scene from the night of the ceremony:  Walt and what he calls his “Hall of Fam:” From left, son Adam; Walt’s wife Randy; and Adam’s fiancé Bernie.

During St. Louis Addy Week, Walt Jaschek Takes His Ad Awards Out to a Nice Lunch

Awards and Honors, Collaborators, Copywriting

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Awards. In my advertising life, I won some.

In fact, every year, around St. Louis Addy Week, I take a few favorites trophies out to lunch. 

We laugh, reminisce. This year, Clio crashed the party. That was awkward.

Okay, I know I should take these awards more seriously. I should say I’ve won or shared, with very, very talented collaborators and clients:

• Best of Show in the St. Louis Addy Awards three times, and gold Addys dozens of times

• Advertising CLIO Awards three times (including the one you see above, for “Best Copywriting”)

• The $20,000 Mercury Award for radio humor

• International Broadcasting Awards

• Promax Muse Awards

• TAM Awards from the Business Marketing Association

• Best of Show in the National Healthcare Marketing Awards

But I just can’t keep a straight face while I do so. It’s just a little too self-important, isn’t it? Every industry has awards. Why does the ad biz have so many, and why are they so trumpeted?

My theory is that it’s because most of us in advertising work in anonymity, without byline, and when we create a piece of work we’re proud of, a piece that has our hearts in it, and it also wins some admiration from peers, we can’t help but say: “I am! I exist! I am holding a piece of metal and glass that proves it!”

In reality, I keep my awards in my…

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…laundry room!

It’s true. That shot above is from a shelf near the washer and drier.

This way, I can tell people I have an award-winning laundry room.

And it’s sort of true.

Walt Jaschek says,  “I’d like to thank all the detergents and dryer sheets that made this possible.”

It Is To Laugh: Funny Radio Commercials Tickle Listeners in their Hearts. Via their Ears.

Humor, Radio Advertising

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Ah, funny radio commercials! Bless their “break-through-the-clutter” hearts! On radio, listeners (and advertisers) love the funny: well-performed, relatable humor stands out, gets remembered, and earns love returned to the advertiser’s brands, products and shows.

Though Walt Jaschek has written copy for many media, for a long stretch he and his frequent collaborator Paul Fey hit a sweet spot with assignments for hundreds of funny radio spots for national entertainment brands: CBS-TV, Warner Brothers, 20th Century Fox and others. We were known as Paul & Walt Worldwide then, and the work included award-winning spots for the national, syndicated roll-out of a show starring the folks in the illustration above.

Ready to have your ears tickled? Turn up your speakers and hear eight of our funny radio commercials on our Projects page. Warning: if you’re at work, you very well might chortle. 

Image © 2017 20th Television. The Simpsons created by Matt Groening. Props 4ever, Matt.

Taglines Don’t “Tag.” They’re the Engines of Brand Messaging, Not the Cabooses.

Brand Storytelling, Taglines

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Taglines don’t “tag” your brand messaging. When done well, they lead it, crystalizing your brand story, unifying it, and inspiring all other messaging to come. Who benefits? Your customers, your prospects, your employees, your stakeholders: by giving them a way to remember your story, and even repeat it.

In our Projects section, you can see some of the many taglines Walt Jaschek has written for brands big and small. The campaigns they launched are roaring down the track.

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The Golden Adventures of Brett Hull: Branded Entertainment in Comic Books

Branded Entertainment, Comic Books, Promotion

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Walt Jaschek says this is the “single favorite consulting and copywriting project of his career.” It’s  a three-issue comic book mini-series starring Brett Hull of the St. Louis Blues, and a McDonalds Happy Meal promotion sponsored by Coca-Cola. It’s a science-fiction story about character and destiny, and it was an early form of what’s now popularly called “branded entertainment.” Read all about it in our Projects section. And hold onto your hockey pucks.

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Why is Grey Goose Vodka “The World’s Best Tasting”? That’s the question…

Copywriting, Spirits

…copywriter and consultant Walt Jaschek was asked to answer in a series of ads and collateral materials for Moosylvania Marketing, promo agency for Grey Goose.

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See more spreads and details in “Brand Storytelling for Luxury Spirit”, part of our ever-expanding Projects section. First: pour yourself a martini.

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“This is Alan’s Heart.” First ad from the award-winning “This is Care” campaign.

Awards and Honors, Copywriting, Healthcare Advertising

alan“This is Alan’s Heart.” Double-page-spread newspaper ad. Client: Central Baptist Hospital, Lexington, Kentucky. Writer: Walt Jaschek of Walt Now Consulting, St. Louis. Agency: Maring Weissman, St. Louis.

See more ads from the award-winning “This is Care” campaign, and the story behind it, in our Projects section: Award-Winning Hospital Repostioning Campaign.

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