“It’s not what the message does to the consumer, but what the consumer does with the message that counts”

Roseanna Donovan believes that relevant, engaging and persuasive creativity starts with an empathetic understanding of the consumer, and a clear view of the environmental and social issues that impact his or her decision-making behaviour. Roseanna is a multi-award winning creative director and advertising copywriter. Her particular strengths lie in the areas of brand positioning and brand building. 

From 1989 to 2004, Roseanna was Co-Principal and Creative Director of Donovan McAlpine Advertising, a creatively led, full-service advertising agency and Australia’s first agency focusing on advertising to women, by women. Before setting up this successful enterprise with business partner and art director Ivana McAlpine, Roseanna was Creative Group Head and Associate Director with Lintas Worldwide, Sydney and prior to that she held senior creative roles with major multinational advertising agencies in London, Paris, Toronto, Melbourne and Sydney.

Good writers inspire good writers

To help raise the standard of writing in advertising, Roseanna teaches the Advanced Copywriting course for the Communication Council’s “Adschool” (a university-accredited course run in conjunction with UTS) and for the Billy Blue/”Think” Group, a tertiary education organisation focusing on marketing and advertising.  She conducts writing workshops for agencies, clients and groups such as the marketing department of the ABC, Foxtel and Network 10. She is currently freelancing for major advertising agencies in all areas of conceptual development and creative writing.

Above all, Roseanna has a passion for the persuasive power of the clearly expressed, engaging and empathetic written word, whatever the media.

.