One driveway south of Milky Way

416-800-9257 • toll free: 1-855-800-9257info@reword.ca
RE:WORDED
This is where we get to write all the stuff our clients don’t let us write.
You could say it’s our place to blow off a bit of steam — and drop the occasional F-bomb.

One driveway south of Milky Way

We got new office space earlier this year at Queen and Dufferin. That’s in the southwest corner of downtown Toronto, between up-and-coming Parkdale and formerly up-and-coming-but-now-booming Beaconsfield Village.

There really is an alleyway called Milky Way. Our building backs onto it. We’ve yet to find milk in it.

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Copywriter tales

On March 10th, 2017, the Page 7 Copywriting brand was folded into Re:word. For nine years, p7 was the copywriting agency of choice for some of the biggest brands and best agencies including Google, BBDO, HP, Bodog, The National Ballet of Canada and Madd Munchies Late Night Food Emporium.

But the name Page 7 was always meant to be a placeholder. Dan promised himself he’d change it when he had some downtime. It never came. Probably a good thing. But if he did change it, Re:word would’ve definitely been a contender. But then Gina would’ve had to take Dan to court and it would’ve been a whole thing.

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Step 1 — The brief

When a copywriting job comes in, the first thing we do is create a brief.

If you’ve worked agency before, you know that some briefs should really be called lengthies or novels or endless streams of written diarrhea that leave you more clueless than you were when you were actually clueless.

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Gobsmacked.

We were in Banff last week at The Gathering, a celebration of “cult brands.” Incredible speakers, considered content, a well-curated guest list and the occasional throw-down made it by far the best conference we’ve attended in years.

Our favourite speaker was JoAnn Sciarrino, Knight Chair, Digital Advertising and Marketing, at UNC Chapel Hill. She spoke about the difference between brand loyalty and brand attachment, arguing that creating attachment (I want to be near you) is more powerful than loyalty (I want to keep buying from you). Essentially, she made the case for telling over selling, which is what we tell our copywriting and editing clients all the time. When you make them love you for who you are instead of what you can do for them, you’re moving them from the selfish to the selfless. They see you as more than a supplier of something; you become a part of their identity.

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How Can We Help You?

If it’s on the list, we can do it. If it’s not on the list, we can probably still do it. Either way, let’s talk.

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Thanks! As soon as your request makes it through cyberspace, we’ll give it a look. Until then, enjoy the best of Niles Crane. Pound for pound, there’s never been a better TV character.