What skills are essential to your job?
The core of my job comes back to writing, and being able to do so in a very concise but captivating way. I’d say the art of writing for digital is getting to grips with character counts and only communicating things to customers that really are necessary. “Less is more” has been a trend in copy for quite a few years now, and with a brand as cool as adidas I could say I’m lucky to work on lots of products that often speak for themselves. Clarity of thought is a big deal for me. It’s a real artform – something I strive to get better at every single day, as it can be the difference between an idea that lives and yet another one that dies.
Do you run any side projects alongside your job?
I do, and I have done for the past eight years. Back in 2009 myself and a couple of other young creatives in the advertising industry built a website and began hosting events under the banner of the YCC or Young Creative Council, which is still going strong. Since the beginning we’ve worked to the mantra that “People who do, change the world. Everyone else is just living here.” Our mission is to help make the path for creative graduates in the UK (and now beyond) as natural and pain-free by offering free advice and mentorship to whoever is cheeky enough to ask for it. Now that the core members of the group are spread from London to New York and Berlin to Amsterdam we’re very keen to keep helping and growing as we go.
What tools do you use most for your work?
As a writer, the tools of the trade are very simple. Gone are the days of ‘word documents’, now we’re immersed in the collaborative nature of Google docs. In the world of writing for a global brand, once you’ve written the English version, your work will likely need to be translated into 20+ languages, so spreadsheets can come in handy. Then there’s commenting and feedback across the rest of the team which is where tools and channels come in. Slack, WhatsApp, Invision and Dropbox to name a few.