For the past 10 years, I’ve been working out what it means to ‘work heartily’ as an advertising copywriter. Working heartily means two things to me. First, that I work hard at whatever the task I’ve been given happens to be. Second, that I put my whole heart into my work. Because words without true meaning lack persuasion. And how can I sell you ‘this pen’ or anything else if I don’t really believe it can do you any good?

These are the values that I follow when it comes to bringing out the best in your briefs and, in turn, the best in myself.

Serve others, not my ego.

No matter how far along I go in my career, I always want to remember that advertising is in its essence still a service industry. I’m here to serve.

Always present options.

Working with me should always be an interactive experience. I want give my clients the power to choose between a strong array of creative options every time.

Love people more than processes.

There will be times in life where you have to compromise. But if it comes down to pitting my heart vs. my head? I don’t need to do mental backflips to know that I value people.

Aim to be more genuine than ingenious.

Trying to be clever – but forgetting to be real – often results in work that’s 'cool' but not practical. I want to bring an authentic POV (and TOV) to work every day.

Be the calm, not the storm.

I want to present a sense of quiet confidence that trusts the outcome, even when the journey seems chaotic. After all, the same waves that rock the boat can be the ones that bring us safely to shore.