I’m always conscious of what I’m selling and to whom I’m selling it to. Sometimes a new product’s USP is vital to the message, other times it’s better to just think bigger!

I’ve always been keen on copy – headlines and straplines that is. There’s no point something looking pretty if the text is dull. I’m a lazy reader, but I like to think this produces copy that is short and to the point, whilst at the same time creative and engaging.