Michelangelo was once asked how he went about the sculpting process. His answer? ‘I saw the angel in the marble, and carved until I set him free’. How amazing is that? To see a thing of beauty in an unwieldy block. For me, this sums...
I’ve been a so-called ‘creative’ for over 30 years. I say ‘so-called’ because I think people misunderstand what we mean by creativity, in a marketing context. Sometimes, I get copywriting briefs from clients that go like this: ‘We were late to market. We’re not as...
I’m going to let you in on a secret. Actually, five. Why? Well, five seems like a nice round number. No, seriously. I want to share some secrets to help you when working with a copywriter. Things you might not have realised. Things they probably...