Meta copywriting: brilliant but risky
Writing self-referential copy can be arresting, but at the price of emotion.
My fitness friend
How great UX copywriting becomes part of the product, rather than just describing it.
The problem with brand purpose
The phrase ‘we believe’ shows how ‘brand purpose’ gets in the way of a sale.
Why I don’t like Buster the Boxer
Why I feel this year’s John Lewis Christmas ad is a missed opportunity.
Just what are the John Lewis Christmas ads?
A look at the 2015 John Lewis Christmas ad and how the creative strategy behind the ads has developed over the years.
For want of a word
How a tiny copy tweak could have saved the #lastsummer campaign from a social-media beasting.
