Between being the lead copywriter on the DIRECTV CRM team at KERN (now RAPP) and lead writer on the short-lived AT&T TV initiative before that, I’ve written hundreds of subscriber touchpoints—from emails and direct-mail packages to SMS messages and TV screensavers. Monthly HBO/Showtime/Starz show and movie spotlights, sweepstake campaigns, Refer-A-Friend promotions...you name it. My copy helped boost unique click-throughs for DIRECTV by 35% annually and, most importantly, I got to sink my teeth into writing about a channel for dogs. It was paws-itively fascinating, no bones about it.