My life as a copywriter.

Headhunted by the creative powerhouse that was Singleton Ogilvy & Mather while still at ad school, I went on to create the most successful promotion in Sanitarium history and win the agency’s first creative award in three years. Right now you’re probably thinking Cannes Lion, or Axis Bronze at the very least, but in reality it was just ACP.

A brief flirtation with life on the client side followed, however the lure of advertising, with its free edit suite lunches and weekly leaving dos, proved too strong.

By the end of my time at Young & Rubicam, it had dawned on me that the disruption model of advertising was in fact pants. Rubbish. No good. Digital, I decided, was where it was at so I joined a … design agency, as you do. A design agency with ambitions of doing more digital, mind you.

Some copywriters get excited about ‘the power of storytelling’, almost declaring their passion for the written word in utero. Personally I think that kind of talk is best left to the likes of Irvine Welsh.

As I see it, my job is to package the messages you want to share in the best way possible. To fight the good fight alongside UX designers when others just want to make things look pretty. And sweat the small things that when added together are often the difference between good and bad communications.