From his days as a supermarket checkout operator, to his current role as Red C’s Head of Copy, Stuart Clark, has always been about making a sale. Read Stu’s story here.
What is your background?
I’m a former paperboy, trolley collector, checkout operator, call centre agent and English graduate who became a direct response copywriter.
What is the most challenging aspect of your role?
I have to write in different ways for brands in sectors as diverse as fashion, travel, B2B and finance, using everything from email, direct mail, TV and online content. Oh, and I have to get results.
Is there a particular pitch/campaign that stands out for you?
There are a few that stand out. Putting Hoseasons back on TV with a little help from Denise Van Outen. Inspiring a new generation of filmmakers with Jessops. Creating a completely new brand platform (twice) for Fashion World. But then there are small victories too. I once sold out an entire stock of pressure washers, to prove the profitable power of creative copywriting. That was a good day.
What’s the biggest mistake you’ve ever made?
Saving over word docs meaning I lose everything I’ve written that day. I’ve managed to do that at pretty much every place I’ve ever worked.
Is there anything or anyone at present that is influencing you?
I follow every copywriter I come across on Twitter and then anyone who has something interesting to say about the often absurd world of marketing. Mark Ritson, Bob Hoffman, Ryan Wallman, Richard Shotton, Andy Maslen, Tom Goodwin, Dave Trott, Ian Leslie, Tom Albrighton. Podcast-wise, I like the Hot Copy Podcast and Glenn Fisher’s All Good Copy is good too.
If you weren’t in Marketing, what would you be doing right now?
I’d probably be working in a supermarket. When I was at school I worked in my local Safeway and I really enjoyed it. You come to understand the local community working in a supermarket. When I was struggling to make it as a copywriter I applied to get on the graduate scheme at Morrisons and Asda. Had a couple of interviews too, but then I caught a lucky break copywriting-wise and that was that.