What’s your favourite part of the process and why?
The lightbulb moment. I love it when the research, data, insight and craft come together to spark a new idea that you just know is going to work. Right for the audience, brand and context and sure to connect in a way that drives change. It’s an unbeatable feeling.
What do you bring to a project that no one else does?
I’m a words person through and through. I live for the way language can be played with to create new meanings, build bonds and make things sticky. The right line, at the right time is unforgettable – and whether it’s the start to a story, the closing line on a manifesto or messaging that will shift the needle, I’m always thinking about it!
What’s something outside of work that shapes how you think?
The sea. Unequivocally. It’s where I go when I need space to turn an idea over, am seeking fresh inspiration, or just want to switch off. In it, preferably, but on it or near it will do. Oh and Woolf. Angelou. Du Maurier. Munroe… Their brilliance implicitly shapes every word.