EP 90: The Body Shop Line That Haunted Vikki Ross

A single soft line on The Body Shop catalogue haunted copywriter Vikki Ross for six months. Years later, another forgettable line slipped through and ended up across London on billboards. In this episode, I talk to Vikki about how those moments changed the way she presents copy and how she helps clients avoid drifting into the dull middle. We get into why stakeholders so often choose the safest option, how she now protects the creative process, and what it really takes to build a brand voice ...