Hello! My name is Ian Lennon Koff, and I’m an executive creative director, copywriter, content creator and brand strategist with 20 years’ in-house and agency experience. Over the course of my career, I’ve written, produced and directed award-winning campaigns and communications.
I currently serve as VP, Head of Creative at Lead Surge—a direct response agency headquartered near Boston, MA.
Hawaii-born, east-coast bred, west-coast adventured, Raleigh-Durham settled.
I’ve seen the good and the bad, the boring and the bold.
I’ve partnered with Fortune 500 juggernauts and Mom & Pop shops.
I’m not always the smartest in the room.
And I’m never the best dancer on the floor.
Want to know more? Keep scrolling.
All done? Here’s something vastly more entertaining.
Creative Direction
Start with a fresh sheet of paper. Fill it with the best ideas. Acknowledge that most of them are terrible. Discover the hidden gem lurking out of sight—and then go to town.
Tighten the concept. Tighten the copy. Tighten the kerning.
Pause. Reflect. Refine. Invite critique. Embrace criticism.
Laugh at yourself. Love your team.
Inspire those who respect you.
Change the minds of those who don’t.
Break for lunch.
Copywriting
Moving the needle starts with moving a person, so make ’em laugh. Make ’em cry. Make ‘em feel. Whether it’s 280 characters on Twitter, a 30-second TV spot or an 80-page product brochure, good copy comes down to one thing—knowing your audience.
Write something they’d want to read. And if it reads like copy, write it again. And a healthy fear of the Oxford comma doesn’t hurt, either. And starting a sentence with ‘and’ is okay. Sometimes.
Content Creation
ring Lights, smartphone Camera, ACTION! Our equipment has transformed. Our platforms have evolved. But one thing remains constant: Content. Is. King.
Quality content—you know, the good stuff—can captivate, motivate and titillate. Be original. Serve up something unique. And for cryin’ out loud, have fun making it!
