Interview with Caroline Gibson, Copywriter, UK

Being freelance means I’m often being cooped up in my own little world in my own little office. When I saw the result, I let out a huge ‘eeeeeeek’ of excitement, so it’s probably just as well; there’s only me working here!

Creating copy that sells has to start with creating copy that sells me. The blogs on my website give me a voice and showcase my own writing style. They give advice on all things to do with writing copy and being a freelance copywriter.Last year, I started a series of interviews with people leading the way in different industries about what creativity means to them - from the TV producer behind last year’s royal wedding to a leading London theatre director to the promoter behind the BRITS music awards. Next up: well, watch this space but, for now, I’ll say it has something to do with a YouTube bigwig!There are several award bodies that recognise work produced for clients – but none in the UK really that recognise work you do for yourself i.e. blogging.

Writing my own blogs inevitably falls to the bottom of my to-do list as I’m always so busy with client projects!

I add my award logos to my home page and email signature. It gives kudos with clients and helps me stand out. For instance, this year I was invited by D&AD to help with their student awards briefs and judge the entries.

1. Being paid to do a job you absolutely love (and have wanted to do from the age of 14) 2. Seeing the fruits of your labour in print/online. 3. Having the opportunity to win awards for a job well done.

Keep your entry statement short and sweet. I’ve judged another US award for several years and am always shocked by how much entries waffle on. If your submission is creative and engaging, your statement should be too. (Otherwise, ask a copywriter to rewrite it for you.)

Look at award annuals and websites to see what good work really is, and aim high. The stronger the creative brief, the stronger the creative work you do – so never be afraid to push back on a brief if it feels weak or the agency simply hands you what the client has written.

Never give up.