Vikki, thank you so much for agreeing to be a part of The Writing Desk Blog.
Now, imagine I’m about to introduce you to an auditorium, filled with the smiling faces of folks fuelled by caffeine and an eagerness to learn. What would I say?
“Hello, I’d like to introduce…
The copywriter who tells brands how to talk (they ask her to – she doesn’t turn up at their office unannounced), Vikki Ross.
Here’s the part where we’d sit down and try and look comfortable next to the microphones.
Are you sitting comfortably?
Then let’s begin…
Can you name the business book that’s always on your desk? (I’m talking about the one that’s covered in pencil marks, coffee stains and has turned down corners…)
Now seems a good time to tell you I’m indecisive and can’t answer questions asking me for one of something. Or three – I see that coming up in question 6.
My home is filled with books about copywriting, advertising and branding. Every time I read a new one, my husband asks, “Don’t you know how to do your job yet?”
So I’m going to name three books – one for each category I mention. For copywriting, The Copy Book by D&AD. For advertising, A Big Life (in Advertising) by Mary Wells Lawrence. And for branding, The Brand Gap by Marty Neumeier.
Oh wait, I want to name more! Macy’s, Gimbels and Me by Bernice Fitz-Gibbon is fun and fabulous. And there’s a creative masterclass in every chapter of every book by Dave Trott.
If you want more (I know you don’t – you only asked for one!), there are loads more I’d recommend in here.
What’s your all-time favourite advertising campaign?
I have no idea.
But for copy fun, I love Spotify’s ‘Listen like you used to’ campaign by Ali Dickinson and Jack Walker when they were at Who Wot Why.
And Airbnb’s ‘Categories’ campaign by Elizabeth Basset. It could run and run and run.
“Everyone has a book in them…” Or so the saying goes. What do you think/know/believe is the secret to good writing?
I really don’t have a book in me. I wish I did but I don’t. Anyway. I think the secret to good copywriting (I don’t know the secret to good writing) is to…
“Tell the truth, but make it fascinating.”
David Ogilvy
If you were just starting out, what advice would you give yourself? Which book or books would you read first?
I’d say, just wait. What you want will come when it’s time.
And I’d read Junior by Thomas Kemeny (although anyone at any level in advertising should read it) and How To Write Better Copy by Steve Harrison.
Silence? Radio? Or music while you work?
Silence. I’ve worked at home alone for so long now, I’ve lost the ability to tune out any noise.
What are your top three novels of all time – and why?
I’ve no idea. But here are three novels I’ve loved:
- The Paris Wife by Paula McLain
- Mrs Hemingway by Naomi Wood
- Villa America by Liza Klaussmann
I’ve sort-of been stalking the Hemingways and Fitzgeralds for years – I’ve read their letters, diaries and biographies, watched interviews, documentaries and biopics and even gone to some of their homes. What a wonderful world to get lost in.
What’s the best thing you’ve ever written? Why did it rock your world?
Writing brand books rock my world. What an honour.
What’s the last thing you bought? And yes, that packet of chewing gum counts.
Byredo’s Bibliothèque candle.
Who was your teenage crush?
George Michael. My word.
Can you describe the best meal you’ve ever eaten?
18 unique, unusual and innovative dishes at Mandarin Oriental’s Tapas Molecular Bar in Tokyo. There are only eight front-row seats at this kitchen theatre where chefs talk diners through the origin and inspiration for each mouthwatering and magical course. Adam Ross and I oohed and aahed a lot.
What’s your favourite tipple? Is it wine, beer – a cask-aged malt?
A champagne martini. Or a classic champagne cocktail. Or a cold, crisp glass of champagne.
Whenever I read or write anything repetitive like that, I imagine Samuel L. Jackson in Pulp Fiction shouting. Here, he’d say, “Say ‘champagne’ again. Say ‘champagne’ again, I dare you, I double dare you motherfucker, say ‘champagne’ one more goddamn time!”
If I were to give you a private jet, David Attenborough as a tour guide and a month off work – all expenses paid – where would you go and what or who would you write about – and why?
India. I’d tour the Golden Triangle. I wouldn’t write anything though – I can only write copy.
Or I’d tell David Attenborough to do his own thing, and I’d go to the Maldives and lie down for a month.
What’s in your pockets?
My phone. Often, words come to me when I least expect them to, so I need it to make notes. I’ll forget them otherwise.
Pen and ink, pencil and paper or keyboard and screen? What’s your writing style?
Pen and paper. Nothing fancy – any old biro or notebook will do.
Do you read any blogs or magazines about writing? (And I mean read, not just subscribe to and delete/leave on your desk and recycle?)
I read articles and emails from The Subtext, Sonder & Tell, Harry Dry (Marketing Examples), Shlomo Genchin (The Creative Marketer) and Nick Parker (Tone Knob) – the list goes on.
Tea – or coffee? What’s your poison?
Tea.
Do you have a favourite cup or mug? Can you describe it?
Nope. So nope.
What was your most adored children’s book? And character?
I loved the Milly Molly Mandy books, and my favourite character was… wait for it… Milly Molly Mandy. Her white cottage with the thatched roof sounded so dreamy.
Your favourite word?
I don’t have one, but I like words like sparkle, glisten and fizz.
Your most loathed word? (You know, the one that makes you shudder and say “Ew!”?)
Sheath. Ew.
Where can we find you? – Browsing online or lost in the aisles of a bookstore?
Online. I hate shopping in shops.
Favourite song lyric of all time? And why?
It’s Mr Moon who plays in tune
Mr Moon who knows
And if it’s Mr Moon who gives the sign then that’s the sign that goes…
From Mr Moon by Jamiroquai – for the memories.
Name the artist who’s guaranteed to get you up on the dance floor.
Stevie Wonder.
Wait, can I have two? Prince.
Or three?! Whitney Houston.
Do you have any strange writing rituals you’d like to share with us?
I don’t think they’re strange but…
- Words wake me up and when they do, I get up and get to work. Whatever time it is.
- When I’m stuck, I stop. The word, the line or the idea I’m looking for will find me.
- I write better when I read. We don’t get words out if we don’t get words in.
What are you working on today? What’s in the pipeline?
I’m working on a new voice for a brand behind a motorsport.
Can you describe the last photograph you took?
It’s a photo of a Timberland ad on a DOOH screen – I was on #CopySafari.
What piece of advice really changed you as a writer?
Only present what you want to run.
What was the last thing you wrote that had nothing to do with your job?
Does a WhatsApp message count?
What’s your favourite quote about the process of writing?
“The first draft of anything is shit.”
- Ernest Hemingway
Who is your favourite Mad Man – or Woman?
Peggy Olson. Obvs.
Can you name your favourite film – and tell us why you love it?
Oh blimey. No.
Which book or books is/are by your bed today?
Dead and Alive by Zadie Smith.
Who was or is your greatest teacher?
She wasn’t my teacher but reading Mary Wells Lawrence’s book, A Big Life (in Advertising), taught me to think differently and to think bigger.
Who is your favourite artist?
Andy Warhol.
Where do you like to work best – is it at a desk, in an office or in a coffee shop? And would you send us a picture of where the magic happens
On my kitchen table.
🤖 AI, Chat GPT, Gemini, Claude—your thoughts as at today’s date, please? (Because it will all change in the blink of an eye and – yes – the em dash is deliberate.)
I think we all need to rethink AI’s capabilities when it comes to copywriting. And I think we all need to respect, support and celebrate copywriters rather than shout about how we’re all going to lose our jobs.
By the way, I love an em dash. Don’t we all? AI won’t stop me using it.
And finally, where can this caffeine-fuelled audience find you?
A Word With… is a series of conversations with brand, marketing and creative leaders. I ask how they protect a brand’s positioning and personality, how they’re navigating everything right now, and if they’re really replacing copywriters with AI.
