Walking with Vikki Ross, writer
The copywriting champion on the excitement of seeing words in the wild
“I can’t choose a favourite bit of copy – what would all the other bits of copy think?”
These words are from Vikki Ross: writer, walker and relentless champion of copywriting and copywriters. It probably shouldn’t have surprised me that she can’t pin down her fave bit of copy. Vikki’s been writing for major brands for more than 25 years, helping them find their tone of voice and bring their words to life.
She’s a vital voice in the copywriting industry – regularly sharing knowledge and jobs through her LinkedIn posts, giving talks, mentoring writers, and shouting non-stop about the value good writing – and good writers – bring to brands.
In 2012 she started #CopywritersUnite, the hashtag that’s connecting copywriters and copy lovers all around the world, both online, and in person through CopywritersUnite nights and lites – informal drinks with no tickets, no speakers and no agenda. Just a chance for people to connect and chat.
Vikki and I met ten years ago when I went to my first #CopywritersUnite night in London, which she was hosting. I’ve always admired how she celebrates copywriting and copywriters. In a competitive creative industry this is rare a gift. So I was truly honoured when she agreed to meet me for a #CopySafari in Shoreditch – one of the best places in London to see advertising in the wild. As we wandered, we talked about the ads we spotted and some of the brands she’s written for (get ready for some name drops). We hope you enjoy reading our interview.
Hi Vikki, please tell me about yourself in your own way: who, what, where
I’m Vikki, I’m a copywriter and I’m coming to you live from London.
You didn’t start out as a copywriter – how did you get your first writing gig and what was it?
I was an admin assistant at a tiny direct marketing agency. Their Creative Director wrote reader offers in the national press. One day, I asked if I could write one – it performed well so I got to write more.
What was the first thing you wrote for TV or a billboard?
I think the first thing I wrote for TV was a voiceover script for a Sky Cinema ad. And the first thing I wrote for a billboard was for four billboards – Sky was promoting its newly rebranded TV channels, Sky One, Sky Arts and Sky Living, and introducing a new one, Sky Atlantic – I’d written the tagline (that was the headline) for each brand.
How did it feel seeing your words in the wild for the first time?
Oh, it’s so exciting. Not just for the first time but every time.
“The first thing I wrote for a billboard was for four billboards – Sky was promoting its newly rebranded TV channels, Sky One, Sky Arts and Sky Living, and introducing a new one, Sky Atlantic – I’d written the tagline (that was the headline) for each brand.”
What’s your favourite bit of copy that you’ve written?
I can’t choose a favourite bit of copy – what would all my other bits of copy think?
I’ll give you a recent favourite…
Last year, I created a new voice for Range Rover, Defender, Discovery and Jaguar. The brief was to create a clear distinction between each vehicle brand as they’d started to sound the same.
Now, Range Rover is the sophisticated one and says things like ‘Seasoned traveller’ to describe itself and its driver. Defender is the active one and says things like ‘Cliffhanger’ to show off its capabilities on tough terrain. Discovery is the one for adventures with family and friends and says things like ‘For you and your plus one. And your plus one, plus one, plus one, plus one, plus one.’ to talk about how much space it has. And Jaguar is the creative one so there’s a lot of wordplay like ‘Light up the dark’ to talk about its presence on the road.
What’s your favourite bit of copy that you wish you’d written?
I can’t choose a favourite bit of copy – what would all the other bits of copy think?
I’ll give you a recent favourite…
LEGO launched a campaign a couple of years ago with the tagline, ‘Rebuild the world’. I love how, all at once, it talks to and about the state of the world, it includes a word that connects straight back to the brand (‘build’), and it’s a call to action. All that in just three words – things in threes, like statements and slogans, are scientifically proven to make messaging more memorable.
“Things in threes, like statements and slogans, are scientifically proven to make messaging more memorable.”
Any #CopyFails that you want to admit to?
Oh yeah, here’s a recent one. There’s a billboard on tube platforms with a line on it I shouldn’t have written. I included it in a list of recommendations because I knew the client would like it, but I hoped they’d like the others more. And now it’s all over London annoying me every time I see it.
And not a #CopyFail but a copy-related fail that I really need to tell someone about – not that anyone can make me feel better about it. I recently wrote an email to Barbara Nokes – you know, the British copywriting legend. After I sent it, I saw it – the typo in the subject line. I couldn’t believe it.
You’re the (often hidden) voice behind many brands. Who would you love to write for but haven’t yet?
Netflix. But Netflix in 2018 when they really nailed their voice.
Apple. I’d love to encourage them to bring back their enviable style. It inspired us to think different and write better.
Tiffany & Co. Their storytelling could be so much more compelling.
“When I get a brief, I read and research all I can about the brand, their product and their audience. Then I go out for a walk.”
Can you tell me about #CopySafari? How did it start? How do you turn what you see on billboards into inspiration for your own work?
I’ve never thought that just looking at stuff on screens at our desks or in meeting rooms was a good enough exercise for reviewing work that needs to work in the wild. We need to know how people act around ads and in-store promos and notice how they react to them. So in 2018, I started taking industry friends out and about to see stuff in situ. As it’s intended.
A #CopySafari informs the techniques I use in my work more than inspires it. While people will read for as long as they’re interested, a billboard isn’t always the place for long copy. Or tiny text – I’m looking at you, Audi. Their copy is consistently good, but drivers can’t read it from their car.
Any tips for people who want to try a #CopySafari of their own? Best places to hunt down words, what to look for, and so on?
Look up and around. Words are everywhere. When you see them, think about where they are, what they’re saying, how they’re saying it and who they’re talking to.
I take brands and agencies out and about to think about all that – they book a #CopySafari as an alternative to a workshop or as part of a team or company away day. It’s a great opportunity to think differently – and to walk and talk.
“A #CopySafari informs the techniques I use in my work more than inspires it. While people will read for as long as they’re interested, a billboard isn’t always the place for long copy.”
What’s your walking style – or choose your own if none of these float your boat
Happy Hiker
Reluctant Rambler
Sunday Stroller
Wild Weekender
Wondering Wanderer.
Headphones or head in the clouds?
Both. Either.
If I’m wearing headphones, I’m listening to a podcast.
“I love a walk along a beach. Nothing beats seeing the sea.”
What’s the most memorable walk you’ve ever done?
You might’ve noticed from my answers to your earlier questions that I really don’t like picking favourites!
I live in London, and I love London – so much, but I love a walk along a beach. Nothing beats seeing the sea.
If you could take a walk with anyone, real or fictional, alive or gone, who would it be? And why?
Bernice Fitz-Gibbon.
I read her book, Macy’s, Gimbels, and Me, and thought she sounded so fabulous and fun. I would’ve loved to have known her, and worked for her.
Read more about her and other legendary copywriters on this LinkedIn post.
One word round
One thing you always take with you on a walk?
Phone
(I need it to make notes – ideas always come to me when I’m out and about)One word to describe how you feel about writing?
Lucky(I still can’t believe I get to write all day for work)
One word to describe #CopywritersUnite?
Connection(We’re all over the world but the hashtag connects us all)
I know, I know, I cheated and added sentences to my one-word answers. But hey, no one ever told me off for challenging a brief.
Last question: please can you share a walking-inspired writing prompt for our readers?
When I get a brief, I read and research all I can about the brand, their product and their audience. Then I go out for a walk. The idea, the line or even just the word will come to me when I’m not looking for it. So my prompt is to feed your mind then trust it to do the work for you.
“Feed your mind then trust it to do the work for you.”
Thanks so much for taking me on a #CopySafari Vikki, for sharing some of the thinking behind the work you’ve done for brands like Range Rover, Defender, Discovery and Jaguar, and for everything you do to support and encourage copywriters.
You can follow Vikki on LinkedIn, find out more about #CopywritersUnite, and if you fancy hosting one for copywriters in your city, Vikki’s shared how to do that in this post.
And if you’d like to know more about #CopySafari you can read about it on her LinkedIn post, and if you work for a brand or creative agency and want to book her to take you and your team out, you can email her at vikkirosswrites@mail.com
Happy walking and writing until next time.
Sarah and Vikki
A wonderful piece about an absolute copy icon.
"Feed your mind then trust it to do the work for you" — the reminder we all need to have a little faith in ourselves when writer's block strikes