Tuesday, 14 June 2011

On yer bike

They say Mozart composed his first symphony by the age of 9. And our new copywriter, Andy McInerney, showed clear signs of his vocation early on too.

Turning clichés around? Making the most of your budget? Check.

Just ask the primary teacher who – catching young Andy eating lollies in class – learned that he had brought enough for everyone. ‘It only cost me $2’.

Willingness to immerse himself in media channels? Check.

Aged 10, Andy took over his brother’s paper round and kept at it until his first taste of redundancy 5 years later, when an exasperated paper shop owner finally broke it to him that every other paper boy had quit years ago. A trail of broken pot plants and howling burglar alarms along his route helped impress upon young Andy the value of targeting your message precisely.

Cut to the present day and Andy has completed a degree in communication, AWARD Copy School and several years working in Melbourne agencies. He’s still a fan of big ideas that work and thinks measurable results beat self-indulgent creative every time.

 But he doesn’t ride his pushbike to work any more.