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

Brainstorming, Copywriting, Marketing Consulting


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

Awards and Honors, Collaborators, Copywriting


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…


…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

the simpsons laughing

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


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


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.


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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Walt Jaschek and Paul Fey Among 2018 St. Louis Media Hall of Fame Inductees

Awards and Honors, Press


Paul Fey and Walt Jaschek of Paul & Walt Worldwide in 1994.

Surprise, bemusement and, okay, a little wistful introspection:  my reaction to the news my great friend and creative collaborator Paul Fey and I are being inducted into the 2018 St. Louis Media Hall of Fame, as announced Nov. 7, 2017, by the St. Louis Media History Foundation.

Paul was the first to say it; “Maybe they think we’re dead.” Turns out they know we’re still alive. Whew.

Twenty other St. Louis media professionals are also among the 2018 inductees: a distinguished and inspiring list, as published by STLToday. The induction ceremony is March 17, 2018, in St. Louis, says the Foundation says on its Facebook page.

Paul and I teamed up in 1991 to create Paul & Walt Worldwide, the radio commercial boutique agency and production company. Paul served as President; I served as Executive Creative Director. The agency had offices in Hollywood, California and St. Louis. 

Says the Foundation, in citing us as inductees: “Paul and Walt quickly gained recognition and numerous ADDY and CLIO awards for their highly creative national radio campaigns for CBS-TV, NBC, King World, and many other clients.”  (You can hear some of them here.)


This is us back then. I’m on the right.

Paul is now President and Chief Creative Officer of World Wide Wadio in Hollywood, and I’m now consultant and copywriter here at Walt Now Consulting in St. Louis. 

With an attitude of gratitude.