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The Body Shop Line That Haunted Vikki Ross
Manage episode 520046360 series 3484829
A single soft line on The Body Shop catalogue haunted copywriter Vikki Ross for six months. Years later, another forgettable line slipped through and ended up across London on billboards. In this episode, I talk to Vikki about how those moments changed the way she presents copy and how she helps clients avoid drifting into the dull middle.
We get into why stakeholders so often choose the safest option, how she now protects the creative process, and what it really takes to build a brand voice for Sky, Virgin, Expedia, Jaguar Land Rover and Formula E. Vikki also opens up about imposter syndrome, the reality of AI in copywriting, and the pressure that comes with presenting work to a room full of decision makers.
If you have ever watched your best idea, get watered down in a meeting, this episode is going to hit home.
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Chapters
1. The Weak Line That Lingered (00:00:00)
2. Meet Vicky Ross And The Brief (00:02:38)
3. Bland Branding And The Bland Book (00:04:29)
4. Can AI Write Great Lines (00:07:33)
5. The Bar For Copy And Creativity (00:12:18)
6. Vicky’s Path Into Copywriting (00:15:08)
7. Building Brand Voice For Globals (00:20:27)
8. Research, Stakeholders, And Buy‑In (00:25:45)
9. Fear, Process, And Subconscious Work (00:30:04)
10. Time, Quality, And Client Pressures (00:34:50)
11. Integrity And Saying No To Work (00:39:34)
12. Nerves, Imposter Syndrome, And Speaking (00:45:00)
13. The Core Mistake: Too Many Options (00:50:55)
14. Why Clients Choose The Safe Line (00:56:08)
122 episodes
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