And although every project is different, they all begin with a thorough interrogation of the brief to understand the audiences, desired outcomes and perceived barriers to communication. I’m an enthusiastic advocate of the MINDSPACE model of behavioural economics, which recognises the many factors that influence change. In short, it’s not just about a snappy headline.

 

I work closely with client or colleagues to determine to most important visual treatment and communication channel – from online ads and personalised emails to direct mail, desk drops and environmental display. The next step is to develop top-level copy, supporting content and clear calls to action in line with the client’s agreed tone of voice and corporate style. However, I’m not a slave to convention, and often challenge clients to consider bolder routes to help them stand out from the crowd.