Lauren Quaintance (pictured), Head of Content, and Deborah Cooke, Senior Editor at Storyation will teach the course ‘Editorial Writing’ course at Miami Ad School, with the course making up part of the two-year copywriting program.
The program is designed to help aspiring copywriters build a professional creative portfolio that demonstrates strategic, ideation, writing, and technical skills.
The course will start on 4 January and will be taught in 10 weekly three-hour sessions in the evenings, from 6.30pm to 9.30pm at the school on level 5, 2-12 Foveaux Street, Surry Hills.
Named one of the top 15 women in content marketing globally by the editor of Chief Content Officer magazine in 2015, Lauren Quaintance regularly speaks at conferences such as Content Marketing World and judges awards including the Australian Creativity and Effectiveness Awards.
She has been editor of some of Australasia’s highest circulating magazines including Good Weekend and held senior management roles at Fairfax Media such as managing editor of Fairfax Magazines and general manager of travel.
Deborah Cooke has had a 30-year career in newspaper and magazine journalism, and worked as a chief sub-editor and sub-editor on titles as diverse as Good Weekend and Home Beautiful. She has also been a deputy editor of Virgin Australia’s Voyeur magazine.
Quaintance said, “It used to be that advertising copywriting and editorial writing were very different skills. Now, as brands embrace content marketing, copywriters are being called on to write editorial-style blogs and articles for brands’ own platforms. Learning how to develop and execute editorial ideas is a key skill for the modern copywriter to master.”
Cooke added, “We will also focus on the technical aspects of writing, including grammar, composition and structure. These are essential skills which we often find lacking in writers.”