How would you describe what you do?
I write copy for some of the UK’s biggest brands. I specialise in branding and tone of voice so I regularly create a voice for a brand, write their guidelines and educate the client and their creative team or agency on how to execute them.
I’m also a copywriting tutor at School of Communication Arts (SCA) one day a week, and I run copywriting and TOV [Tone of Voice] training courses around the world for clients, D&AD, SheSays and Creative Equals. And I created Copy Cabana with fellow copywriter Andy Maslen, an annual event in Bournemouth for creative, media, marketing, advertising and branding professionals.
What does a typical working day look like?
My job is so varied that I don't have a typical working day. One day, I could be working from home and writing a campaign for a new TV series, another could see me in client meetings, presenting to a client or agency, or running a workshop.
When I’m at SCA, a typical day is incredibly busy. 38 students work on a number of creative briefs at once and, along with the other tutors, we brainstorm ideas, help develop ideas and make sure they create a campaign that’s effective, on brand and guaranteed to get them noticed.
Where does the majority of your work take place?
If I’m at home writing all day, I’ll move from desk to couch and back again. If I’m in meetings, these are usually at my client or their agency so one day I could be at Sky in Osterley, another at ITV on the South Bank, or at agencies in Soho and Shoreditch. If I’m at SCA, I’m in an old church in Brixton.