Emma is the Creative Director for Copy at SapientRazorish.
She started her career at the legendary dotcom failure boo.com where she was the ‘voice of Miss Boo’ and discovered the true meaning of ‘work hard, play harder’. She honed her craft as a senior copywriter at Proximity and Euro RSCG Wnek Gosper, before freelancing as a both a solo writer and as part of a conceptual team at agencies including AQKA, Dare, Collective, AQKA, Digitas, HyperNaked, Exposure, Wunderman, HugeInc, Ogilvy&Mather, DDB, CHI&Partners and JWT.
She was offered the ‘Head of Words’ role at Razorfish, following a role developing the brand manifesto for Unilever’s global digital marketing platform, All Things Hair. Since then she has formed the new Copy Domain at SapientRazorfish and works across clients including Unilever, British Airways, Aviva, Nestle and JP Morgan. She has also creatively led highly successful agency projects including the submission for Campaign’s Digital Innovation Agency of the Year and the agency Christmas card.
She is proud to be one of 14% female creative directors working in London and has recently started mentoring and session leading for CreativeEquals (the gender equality kitemark of the creative industry).
She believes that copy should never be considered an after-thought but as inherent and important part of all brand experiences. She’s especially interested in the rise of chat bots and believes writers will become more important than ever as new tech experiences look to the power of language to create authenticity.