Diana Amsterdam
Copy Director
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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.
What was your most embarrassing moment in this business?
Once in a very important meeting, I drank too much coffee, stood up to give my spiel and almost toppled over. I had to grab the back of the chair and put my head down while everybody was watching.
Is there a great client story you'd care to share?
When I was writing ads for the Berkshire Theatre Festival, I fell in love with an actor. Oh. Is that a client story?
What attracted you to Parham Santana?
The husband-wife team is terrific. John and Maruchi are like the Super Deluxe Brand Combo or something.
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 makes a great brand?
A great brand provides something of real value which everybody truly wants.
What driving career goals do you still have?
Still? I’m not that tired! Let’s see: I want to get a major motion picture made from one of my screenplays, get reviewed (well) by the New York Times; and be brave enough to charge three times what I do for everything I write. And get it.
What talent do you wish you had?
Better quipping.
If you had to live on a desert island, what would you miss most?
Dental floss.
Is there any food that helps you think more creatively?
Peanut butter out of the jar.
What's your favorite sports team?
Whichever ones my sons like but I can’t think of their names. Mets.
Tell us about your pets?
My cat reminds me of my father. He simply won’t say yes.
What was growing up like for you?
I blanked everything but the summer I spent flirting with boys at Harvard.
What's your favorite TV program? And your least favorite?
Law & Order. Punk’d.
What do you do for a good time when you're not working?
I thought this was a business questionnaire.
What was college like for you?
I got straight As and also managed to be wild so it was pretty good.
What are your favorite Internet sites?
I google everything.
What is the trait you most deplore in yourself?
Checking the list twice, I see perfectionism right up there with the ones I can’t mention.
What is your greatest extravagance?
It’s sad but I’m not really extravagant anymore. Used to be: Coloring my hair a new shade every couple months.
What is your most treasured possession?
My lucky Tibetan purse.
What is your motto?
On to the next thing.
What is your current state of mind?
I’m in love, what could be bad?
What do you consider the most overrated virtue?
Positive thinking.
What is your most marked characteristic?
Optimism.