Joe Frango

Copywriting & Creative Direction

It's about more than copy.  It's about connection. 

1-914-558-0469

joseph.frango14@gmail.com

"Great advertising is the expression of deep emotional sincerity."

—Storm Jameson

Joy is nothing if  it's not authentic. 

Same goes for passion, compassion, empathy, enthusiasm, goodwill—the whole range of emotions that make the best copy powerfully persuasive.
Value props are just props without much value if they lack a deeper purpose—to connect with the consumer on an emotional level.
  • Great copy is more than data.

    It’s desire and fulfillment. It's purpose and passion. It sells because it tells a story that strikes a chord with the consumer. 
  • Great copy keeps it real.

    It intrigues, informs, inspires, and instills a sense of wonder in the target audience. Wonder about a product or service. Wonder at the ways it can  make life easier, richer, and more rewarding.
    It’s what real copywriters do—and world-class brands embrace.

"Brands that optimize for emotional connection are outperforming the competition, achieving 40% higher engagement rates, and click-through rates are climbing right along with them."

LinkedIn Marketing Collective


Recent Work

Food, glorious food copy, courtesy of my 10+ year relationship with The Food Group, the food and beverage industry's premier marketing agency, part of the WPP portfolio of advertising juggernauts.

TFG Agency e-Newsletter

Dishes on the food industry's most disruptive campaigns.  This is fire.

TFG Agency Blog

A feast of food for thought. Trends, research, and revelations. Dig in now. 

Campbell's Foodservice Guide

Warm up winter with Campbell's soup varieties. Soup's on. 


Mondelēz Dessert Guide

Animated, research-rich dessert trends. Get a taste.


Mondelēz Inspiration Guide

Snackable insights. Delectable data. All beautifully packaged. Unwrap now.


OREO Recipe Book

 A sweet spin on the brand's Stay Playful platform. Join the party. 


Kick-Butt Brand Video

 The thrill of the grill on a whole new level. You ready? 



Hungry for more? 

From food to fashion, beauty, and beyond, I boost the bottom line. 
More samples available upon request.

Emotion Meets Expertise 

Passionate performance marketer. Canny content strategist. Empowering manager. Intrepid ideator. Poised presenter. Data devourer. Collegial collaborator.  More about me


It's a jumble out there. 

Make your message matter.  Insight informed.  Human centered.