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What are the Anthill Cool Company Awards?

The Cool Company Awards were launched in 2006 as a way for Anthill to acknowledge and celebrate Australian organisations that are doing things differently to bring about positive change. Cool Companies stay one step ahead of the rest. They breed leaders who are rule-makers and rule-breakers. They are trend-setters in attitude and action. Quite simply, they are … cool! More.

Apostrophe Copywriters [Finalist, Savvy Service Provider Award]

Company: Apostrophe Copywriters
Website: weareapostrophe.com.au
State: VIC
Category: Savvy

Crystal Fong, chairwoman of Apostrophe Copywriters, is at the helm of a collection of more than 35 award-winning writers, which she matches to freelance projects based on personality, experience and “gusto for the topic”.

Apostrophe, which Crystal co-founded with Stefanie Digianvincenzo, provides writing services that “transcend the rigid walls and structures” of the big agencies.

In a free environment, the company provides conceptual and relevant copywriting to some of the planet’s most recognised brands, innovative start-ups and creative agencies, by understanding all the facets that make for a job well done.

According to Crystal, the company sets itself apart by “using psychology-based skills to listen to the wider context; the larger issues; and the problems we’re trying to solve for our clients.”

Apostrophe have also developed a digital, intuitive, psychology-based platform that will let them match writers to the job based on personality, natural tone of voice, stage in life, skillset and much more.

“It’s a lot like online dating,” the team explained. “For example, if a job requires someone who’s a new dad, is into adventure and naturally funny, our system will sort through 100/200/ 5,000 writers right across the globe and spit out the best three people for the job. It’s one of the many processes we’re putting in place for Apostrophe’s global expansion.”

Apostrophe came into existence so that:

• There’s now a resource for design, digital and branding agencies to find agency-level writers.
• Writers are free to work from wherever they feel most creative. No egos or fluorescent lights.
• Clients no longer pay for a badly suited writer to sit and twiddle his/her thumbs. We match the writer to the job and manage the process offsite.

Oh, and they send their clients ‘thank you’ doughnuts and also offer their writers a year’s worth of ice cream for great work during the year. That is literally cool! (Ed — Where do I sign up?)

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