Copywriting Introduction

The World Communication Awards are presented in London every October and are the “Oscars” of the telecommunications world. In order to be considered for an award category, companies from around the world have to submit written pieces arguing their case. Entries are under word limits, so have to be extremely tightly written.

I wrote the entries for 2002, the year NTT Communications won its first-ever Awards (the first Awards won by any Japanese company).

Copywriting Audience

CEOs and Managing Directors of telecommunications companies from around the globe.

Why Is This Relevant?

Whenever I read that such-and-such an agency has won an award for its latest ad campaign, I always think "that's nice for them... but what does it mean to the customer employing them?"

This is what the two WCAs meant for NTT Communications: it gave them credibility.

On several occasions, unprompted, NTT Com salespeople thanked me for making their job easier. Their target customers had noted the awards and were receptive to NTT Com's overtures, which had a direct effect on the success of NTT Com's sales.