One of the cardinal rules in copywriting (or in any writing) is “show—don’t tell.” This is true whether you’re writing a print ad, an annual report, or a mystery novel. So instead of “telling” you more about my work, please judge it for yourself.

1. Robert Roth
Portfolio
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2. Hello
If creativity, experience, and smart thinking are important to you when choosing a freelance
copywriter (and they should be), you're in the right place. I've been the go‐to freelance copywriter
for advertising agencies, designers, and major corporations around the world for more than 20
years. I’m also a contract freelance copywriter for JWT Atlanta and Ogilvy & Mather Atlanta.
Whether you want to educate, convince, influence, change a perception, build a brand, or close
the sale—my writing brings results.

3. TransamericaDirect.com
Transamerica, one of the nation's oldest
and largest life insurance companies,
launched Transamerica Direct to sell term
life insurance online. They sought a
straightforward, genuine voice for the
content—no jargon or insurance speak
allowed.
Working with JWT Atlanta, I developed a
unique voice for Transamerica Direct and
wrote all of the content for the site
Our history spans more than 100 years of secure
Tomorrows.
Transamerica's history is more than just a series of dates.
It's a testament to our successful track record as one of the
nation's largest and oldest life insurance companies. If
stability and reliability are important to you in choosing a
life insurance company (and they should be), you're in the
right place.

4. Nyloboard
–‐consumer & trade website
Nyloboard manufacturers composites
used for decking and trim. Their products
are made with 100% post‐consumer
carpet fiber and non‐VOC resins—
providing a better alternative to non‐
green treated lumber and conventional
wood‐ and plastic‐based composites.
Nyloboard
Beautiful on the outside,
Strong on the inside,
Green all the way through.

5. United States Marine Corps —
enlisted recruitment ad
Becoming a Marine means living by the
values that define the Marine Corps—
honor, courage, commitment. Marine
Corps enlisted recruitment advertising
reflects these values. Just as important, it
draws a line in the sand that only the
smartest and toughest can cross.
Running won't kill you. You'll pass
out first.
It's not about how fast you run. Or
how far. It's about how you feel
when your body's on empty and you
hear a voice bellow three more
miles. You think of all the excuses
you've made in your life. But in your
heart, you know they stop here.
.

6. United States Marine Corps —
enlisted recruitment ad
Becoming a Marine means living by the
values that define the Marine Corps—
honor, courage, commitment. Marine
Corps enlisted recruitment advertising
reflects these values. Just as important, it
draws a line in the sand that only the
smartest and toughest can cross.
Pain is weakness leaving the body.
The question isn’t how much more you can take.
But how much more you can give. Just when
you’re ready to quit, your mind says push harder.
You listen, sensing an inner strength that
wasn’t there before. And suddenly you
discover you no longer feel the pain.
Now you’re one of us.

7. Sample pages
Pest Planet
—European Crop Protection
Association (ECPA)
When the EU proposed a ban on many
effective pesticides, the ECPA sought a
simple yet engaging way to challenge
policy makers’ perceptions. The resulting
brochure, done for Brussels‐based
Blueprint Partners PR, showed that pests
would be the only winner if the pesticide
ban was put in place.

8. Panama Tourism —Travel
Brochure
Cover
Sample spread
Panama sought to increase its rank on the
list of Latin American vacation
destinations. The solution: reposition the
country as a beautiful yet still uncrowded
paradise, ready to be explored an
enjoyed.
Discover Panama. The path less traveled.
You know that place in your mind where the world is
yours alone? It's called Panama.
We live in a fast‐paced, computerized, over‐crowded
world. Thankfully, we don't have to vacation there.
Because just a short plane ride away from wherever you
happen to be is Panama. The path less traveled.

9. Sample pages
LG Mobile Communications
—product launch brochure
This square format, 16‐panel brochure for
LG Mobile Communications was part of
the dealer kit given out at the launch of
the 2011 LG smartphone product line.

10. Cover
Sample spread
Moors & Cabot Investments
—capabilities brochure
Moors & Cabot is a venerable Boston
wealth management firm, doing business
in the same location since 1890. While
they were proud of their long, successful
history, they wanted it to play a
secondary role to performance in the
message.
The positioning line for this brochure was:
“We Understand Wealth”
Time does not mark our history. Results do.
In 1890, thirteen years before the New York Stock Exchange was where it stands now, John F. Moors and Charles Cabot
established a small investment firm in Boston’s financial district. Its mission then: handle the personal investments of the
two founders and their friends. Through time, that mission has expanded. Today, Moors & Cabot manages the assets of
thousands of investors from our Boston headquarters and branch offices throughout the country.

11. Cover
Sample spread
Moors & Cabot Investments
—broker recruitment brochure
Moors & Cabot is a venerable Boston
wealth management firm, doing business
in the same location since 1890. They
provide an entrepreneurialbusiness
model that bridges the gap between the
large wirehouses and self‐employed
independents. As appealing as that is, the
firm has difficulty attracting young talent.
The reason: The average age of an M&C
advisor is 50+.
The Other Way took advantage of this. It
jumped over potential hires' objections,
laying out the qualities of a successful
M&C advisor. It changed the question to
"are you the right advisor for M&C?"
THE OTHER WAY
INDEPENDENCE
You're weary of being told what to sell.
It's the classic investment paradox. Your firm tells you to put clients first. Yet,
the moment those words are spoken, you're caught in a conflict of interests.
It's different at Moors & Cabot. We have no proprietary anything to push. All we
ask is that you give each client the benefit of your best thinking.

12. Sample spreads
Cover
Emirates Airline
2012‐13 annual report
Emirates is one of the world’s fastest
growing international airlines. They fly to
more than 130 destinations in 77
countries. Their Dubai hub is the new
gateway to Asia, Europe, and beyond.
That said, it’s Emirates’ cosmopolitan
staff of 42,422 people from over 120
countries that truly makes them a global
organization.
Cover
IT TAKES A WORLD
NEW WORLDS TO EXPLORE
A global partnership that benefits all
The new, five‐year Emirates and Qantas global
partnership is more than just a codeshare
agreement. It’s a game changer. For Emirates
and Qantas, it means increased revenues and an
integrated, tightly aligned network expansion.
For our passengers, it means the world.
A4 horizontal format

13. Cover
Emirates Airline
2012‐13 annual report front
cover
Emirates’ unique worldview is central to their
success. So central, I put it on the front cover:
“At the Emirates Group, much of our
progress is rooted in the ability of our
people to understand how the world fits
together. It’s not just about our customers
and industry, it’s also about the outside
factors that influence both‐‐‐things like
global economics, trade and politics,
shifting populations, diversity and
sustainability. Some call it understanding
the big picture. We call it understanding
our future. “
.
UNDERSTAND
A4 horizontal format

14. Sample spreads
Emirates Airline
2011‐12 annual report spreads
Understanding a World in Flux
The world is on the move. New regions of
commerce are emerging—creating new
cities and expanding established ones. Rural‐
urban migration continues to increase.
Expatriate populations are growing, and their
needs changing. Patterns of trade are
reshifting. At Emirates and dnata, we
understand the business implications of it all.
Understanding Other Points Of View
The Emirates Group is a microcosm of the
world, itself—a cosmopolitan, multicultural
environment that brings together talented
people from around the globe. It’s a diversity
that contributes to our unique understanding
of the world.
A4 horizontal format

15. Office: +1 (404) 325 0650
Mobile: +1 (678) 770 8782
Fax:
+1 (404) 320 0901
Address: 2101 Heritage Dr, NE
Atlanta, GA 30345
Contact
Robert Roth
Web:
www.rothcopy.com
email:
robert@rothcopy.com
Skype: robertr992