London-based Creative Lead, with over 12 years’ experience creating insightful, innovative and engaging work for global brands.
The way I feel about About Me paragraphs, is akin to writing in someone’s leaving card. People expect so much from a person with the word “copywriter” or “creative” in their title; little quips, a tear in the eye, or maybe even a little drawing. Selling yourself and your talent is one of the hardest things to do, unless you are an ego-manic. I am many things, but not that.
Perhaps my commitment to the future of the ad industry might be a good humble brag to start with? I’ve spent my decade in agencies sending the ladder back down to those locked out of the industry — through mentoring, bookcrits, and setting up placement schemes. I’m also heavily involved with internal DE&I initiatives founding and leading Pride Networks in multiple agencies that educate, inspire and inform the creative work.
I have a huge interest in some of the biggest challenges that our industry will face over the coming years, including taking part in debates around AI, like one titled “With AI, do we really need creative departments?” I clearly think yes, and only 50% of that is self preservation. I’ve also gone on courses that centre around the climate crisis, and how brands can act responsibly and avoid greenwashing, bringing this knowledge back and up-skilling people I work with.
Maybe I could talk about how global my way of thinking is after working in different cities across the world - LA, Paris & Antwerp to name a few.
Or I could tell you about all the different brands I’ve lead and worked on across the years; from iconic fast food brands, to purveyors of pet food. Airlines to innovative underwear, to fancy choccies, technology giants, and even the funeral industry. There aren’t many industries, age groups, or cultures that my ideas and words haven’t reached.
Have a little wander around my work, and drop me a message if you like what you see: lucycarolinehatton@gmail.com