Shaw plans copywriting push

Jupiter Design chairman Mark Shaw has set up a solo virtual consultancy called Standing Rock Creative, with the aim of raising the profile of copywriting in design.

Shaw, who recently relinquished day-to-day control of his branding group Jupiter Design, becoming non-executive chairman (DW 2 November 2006), says that Standing Rock Creative will encompass all his current personal projects, from fulfilling his contract with publisher Laurence King for a book on copywriting for students, to running copywriting seminars for corporate organisations.

‘Design is a mature market and clients are design-savvy these days. It’s the tone of voice work and copywriting that has yet to catch up. I see lots of opportunity for clients to learn how to use language to differentiate their brand. It’s about building the relationship between design and copywriting,’ explains Shaw.

Since handing over the reins of Jupiter to former Boots communications director Jayne Mayled late last year, Shaw has been working with clients like HSBC and PC World on a consultancy basis, holding seminars on copywriting technique, as well as lecturing at Nottingham Trent University. He is currently in talks with the university about establishing an MA course in copywriting.

Shaw has not ruled out the possibility of expanding Standing Rock Creative and says that, ‘further down the line, it will handle projects’, bringing collaborators on board.