Our Sydney-based digital copywriter Emma Williams on coming up with killer campaign ideas, why emotional intelligence is so important and the genius of quick-thinking KFC.
Firstly, talk us through your role and what a typical day looks like
I put pen to paper! My role at TVC is to help brands tell their stories and solve their communication problems through content.
It’s a bit of a cliché, but no two days are the same at TVC. Some days are spent creating and implementing content strategy and global social campaigns, others are spent staring out the window trying to come up with killer campaign ideas that will win pitches or new business. I also write a lot of articles and drink a lot of coffee.
What’s the best part of your job?
I like being able to craft campaigns that tap into deep consumer emotions with a meaningful message. I think emotional intelligence is super important when trying to tell a story through content, visuals or social – and I love pushing boundaries and feeling like I’m really getting to know the audience I’m talking to.
What do you like most about the culture at TVC/working at TVC Group?
My daily to-do list can look pretty terrifying sometimes, but the culture at TVC has been designed to alleviate any sort of work-related stress. It’s a really fun but productive working environment.
Everyone at TVC is a real expert in their field and it’s fantastic being able to work and learn from such a wide range of talent.
Tell us about a campaign you really admire…
Do you remember when KFC ran out of chicken?
I love the way the chicken chiefs put their worst week behind them with quick thinking, humour and an attention-grabbing visual.
They used their advert to apologise to their customers for running out of chicken and to let them know that they were working on it. Genius. It actually made me really want fried chicken too.
What’s one thing not many people know about you?
I used to play chess professionally for England and Wales! Perhaps I was always destined to go into strategy…
And finally, you’ve recently relocated to the other side of the world – how are you finding working for TVC while based in Australia?
I have! I felt really valued as an employee when TVC suggested I continue working for the company from the other side of the world – and so far it’s working really well.
The time difference isn’t a problem. In fact, because we’re a day ahead over here, my boss receives my work the moment she wakes up rather than at the end of the day! Of course we have to schedule our meetings in advance, but we stay connected and up-to-date with voice notes and messages. I’m enjoying being able to continue to work with some fantastic brands on some powerful campaigns.