Diana Amsterdam

Copy Director

Diana is a champion of structure and practitioner of disruptive fresh writing. With expertise based in experience and a constant attention to consumer trends, she is often called upon to write the line that expresses a brand’s new positioning. In this regard, she wrote Follow Your Inner Star for American Girl, A Little Wonder Goes a Long Way for PBS Kids and The Hug You Wear for Snugli.

Diana is also a published playwright and optioned screenwriter, as well as writing coach and teacher with a strong philosophy based on the principles of story construction. She founded WordWorks, one of the premier ad agencies in the Berkshires. Diana comes from a long line of English teachers and she received her BA in English at Rochester University.

What got you into this business in the first place?

I was always a wizard with words and it seemed like a natural place to apply my talent.

Who was a big influence in your career?

My mother.  She was an English teacher and a stickler for grammar. Seeing a sign that said, for example, Baking At It’s Best would drive her crazy.  (If you can name all the mistakes, you probably studied with her.)

What was "your finest moment," the thing you're most proud of?

My two sons, although that is happily more than one moment.

Do you have a method for coming up with ideas and solutions for clients?

I read everything I can on client and industry; and then sleep on it.  In the morning, ideas flow.

What is your motto?

On to the next thing.

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