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Wundamail Voices: The Future of Work with Vikki Ross

August 19, 2020

Workplace Culture, Wundamail Voices

Today's Wundamail Voices comes from Copy Chief and Brand and Tone of Voice Specialist, Vikki Ross, who shared her thoughts on how brand and creatives can move forward and succeed post-crisis, and what steps they can take to come out of the pandemic stronger.
What do you think the future of work looks like post-crisis?
The future of work for Copywriters is bright. Brands have moved more of their operations online and increased their social media activity to keep connected with their consumers. All this requires strong messaging on every channel - and you need a Copywriter to make that messaging effective.
How should managers/leaders prepare for the future?
Leaders of brands that already have an established brand personality are already prepared. They know how to communicate in a way that's right for their brand. Those leading brands that haven't established their brand personality need to start working with their brand team or a brand consultant or agency to define who they are, what they stand for and how they express themselves - fast.
What have you learned from the crisis? How will you be applying these lessons going forward?
Cliches won't cut it. Neither will mirroring the tone of the news. Effective advertising will consider the context of the times but communicate with warmth and reassurance rather than building on fear and uncertainty. And when the time's right, advertising will entertain too. I will always put the customer first in my copy - they want to know what a brand is doing for them.
Do you have any other wisdom leaders of teams can benefit from?
Respect a team member's wishes to work remotely. We've all proven it works - there can be no excuses for not supporting flexibility.
Vikki Ross has been writing copy for major brands for 25 years. She specialises in branding and tone of voice, and travels the world telling businesses and agencies how to write and talk. She teaches D&AD’s Brand Voice & Creative Copywriting masterclass, judges at global award competitions, mentors advertising students and young creatives, and connects Copywriters through her Twitter hashtag #copywritersunite. Creative Equals named her one of the Top 30 Female Creative Leaders, Women In Marketing gave her a Special Award for Outstanding Contribution to Marketing (Agency), and she is listed in The Dots Top 100 Trailblazers redefining the creative industry. You can find her at @VikkiRossWrites on Twitter.

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