Nancy Hewson

After graduating, Nancy Hewson was juggling bar work and sofa-surfing while sending cold emails to agencies across Manchester. A chance meeting at a networking event eventually led to a job at McCann – one of the world’s leading ad agencies. Now working as a social media copywriter in Manchester, they’ve written everything from memes to TV ads for brands like Warburtons, Kia and Aldi. Here, Nancy talks about the reality of getting into the industry without a clear path, finding confidence in their voice and having small conversations that can open big doors.

What I do

How would you describe what you do?
I call it ‘funky word magic’, but those more professionally inclined call it copywriting. My specialism is social media – anything from quickfire reactive one-liners to monthly content and campaign concepts. I spend a lot of time making memes and writing silly little puns. On top of that, I also love a script and have worked on TV, radio and out-of-home ads. Basically, if it needs words, I write ’em.

What are the main influences and inspirations behind your work?
It’s going to sound incredibly pretentious, but I find the best inspiration in mundane, everyday situations. I truly believe you can learn more about language from eavesdropping on the tram than you can from a book. Beer gardens are especially good for this (plus you can use it as an excuse to go for a pint). You don’t want your marketing to exclusively speak to other marketers – you’re speaking to plumbers, nurses and Big John down at the pub. So go out and listen to them.

Would you say you need any specific training for what you do?
I think an advertising degree is incredibly useful and got me to where I am, but it’s not essential. An in-depth understanding of social media is a must, which comes from a concerningly high screen time and a genuine love for content. The best copywriters I know have natural wit and a real love of words. Basically, if you’re a qualified yapper and make people giggle, you’ll probably do alright.

What’s been your favourite project to work on from the past year, and why?
For me, it’s been the PureGym “Here For It” campaign. It gets bonus points because it was my first TV ad, but I also think the message was important. As a plus-size person who’s rubbish at exercise, I found walking into a gym incredibly intimidating. This campaign aimed to help people like me feel comfortable and confident stepping in and giving it a go. I really like work that’s inclusive and I think this did a pretty great job at that without feeling preachy or overzealous.

What does a normal day-to-day usually look like for you?
I always start my mornings with a concerningly sugary coffee and an hour of reactive planning. Basically, I get sent a list of timely issues or trends, which I then respond to on social media for the brand I’m working on.

After that, I’m on to my main job of the day. This varies so much I couldn’t give you a direct answer – but usually, it’s a lot of me staring at a wall and waiting for words to come into my head, or arguing with PowerPoint.

I’m very lucky that I get to work with some fabulous people doing visuals, so you can often find me sending unhinged rambles to them as we come up with concepts. This sounds like I don’t do much, but copywriters know that a good 60% of the job is straight-up pondering.

If there was a starter pack for your job, what would be on it?
Notes app, sausage dog, Red Bull, Fall Out Boy (specifically Folie à Deux), a sweet treat, and an Oodie.

The McCann Manchester office ("Arguably the most gorgeous office in the North West!")

How I got here

What was your journey like when you were first starting out? Did you find your feet quickly?
Scary! I couldn’t move back home after graduating uni, so I crashed at friends’ houses while working a part-time bar job and dreaming of becoming a creative. I spent the first two months after graduation on the Megabus between Leeds and Manchester, going to any interview or event I could find.

Luckily, this didn’t last too long. Within a few weeks of biting the bullet and moving to the cheapest flat I could find, an interview for work experience at One Agency turned into a full-time job offer.

How did you go about landing your first few jobs or freelance gigs?
I emailed literally every agency in Manchester that looked vaguely interesting to ask for work experience. I was with a creative partner at the time and we bothered everyone we feasibly could without getting restraining orders. We had to get over rejection very quickly and grow some thick skin!

I got my job at McCann through someone I’d met at a networking event during uni. I went to a #CopywritersUnite meetup and the brilliant Hannah Tudor was wearing a Slam Dunk T-shirt, which (as a proud elder emo) I immediately got chatting to her about. A year later, she posted about a job going at McCann – and the rest is history! It’s part of why I’m so passionate about networking events. You never know where those silly little convos could take you.

What has been your biggest challenge along the way?
Realising quite how brutal the industry can be. I’ve received my fair share of harsh critiques and it used to break me. The industry is cut-throat and competitive, and you can either let that defeat you or push you forward. Sometimes you need to take a minute and then get back to it. Remember – it’s just adverts!

How important are social media and self-promotion to your work? Any advice or learnings?
I wouldn’t necessarily say it’s essential, but it does help to build connections and get your name out there. There’s a difference between using your platform intentionally and posting drivel for the sake of it. Being authentic – both on socials and in person – is absolutely paramount to forming real connections and building a good reputation. Being known as a “thought leader” isn’t nearly as nice as just being dead sound.

What are three things that you’ve found useful to your work or career, and why?

Have there been any courses, programmes, initiatives, access schemes or job boards you’ve found helpful?
I cannot recommend the Marketing Communications course at Leeds Arts University enough. If you want a degree in creative advertising that actually teaches you how to be a creative, there’s nothing quite like it.

Outside of that, anything Creative Resource does is fantastic – their portfolio review nights and annual “Two+Two” events were invaluable to me back in the day. I haven’t had the chance to do their “School of Thought” programme, but I know lots of incredible creatives who have and hugely recommend it!

What have been your greatest learnings with making money and supporting yourself as a creative?
No matter how much you love it, remember that your job is still a way to pay the bills – so make sure it can do that. A handful of companies will take advantage of young creatives desperate to get into the field, making them work for free while dangling a carrot of opportunity over their heads. You shouldn’t fall for it out of thinking you won’t get paid work anywhere else. The right place will pay you for your time.

My advice

What’s the best career-related advice you’ve ever received?
My old lecturer used to punctuate a good half of his sentences with “get involved”. I didn’t quite get it at the time, but it’s all about being present in the industry and taking part in everything that gets thrown at you. You have to be in the right place at the right time – but the more places you’re in, the more likely it is that you’ll find the right one.

What advice would you give to someone looking to get into a similar role?
Write as much as you can. Prose, articles, scripts – literally anything to work on your practice. Go out into adland and speak to people. Not just about adverts or career tips, but about their lives, their interests, their favourite crisp to chuck in a butty.

Lastly, find your niche and own it. Nobody is fantastic at everything, but there’s always something you’re amazing at. Make that your brand and run with it.