“Embrace change and always be ready to take an opportunity when it presents itself.”

“I’m a sucker for a good research session. Finding a unique angle or an interesting statistic to bring my writing to life is like striking gold.”

“I do wish copywriters would be more honest when it’s hard. There’s an awful lot of embellishment and bravado in this business and I don’t think it does any harm to be more vulnerable in front of each other.”

“My favourite work is creating those “aha” moments. Witnessing that millisecond when my client realises they’ve broken through to a new level of understanding how copy works — that’s truly magical.”