20 years of Ink
Five lessons from the sharp end
This month we reached quite a milestone at Ink. It’s been 20 years since we first put pen to paper. Since we started, we’ve completed nearly 17,000 projects, collaborated with hundreds of brands and agencies (thank you, all!) and probably agonised over 100,000s of commas, hyphens and apostrophes.
There have been plenty of great projects, a few very weird ones and definitely some dream-come-true moments. I never imagined that tone of voice and copywriting would take me from the Maldives to Dubai, from muddy fields in Hampshire to the plushest of boardrooms in Geneva.
Along the way, a whole lot has changed. But a surprising amount has stayed the same – including the enduring appeal of the ‘listicle’. In the spirit of which, here are the top five lessons I’ve learned running a creative agency – and staying sane along the way.
#1 People make a project
The subject matter doesn’t really matter. I’ve loved working with ultra-glamorous hotels and high-end automotive brands. But sometimes the most rewarding jobs are the most unexpected. Often, this comes down to the people you’re working with. A collaborative client and a good team can transform a techy, challenging subject into something really special.
#2 Technology changes. But good thinking endures.
When we started, the digital wave was sweeping through marketing. Websites were making brochures obsolete. Emailers were making DM redundant. And now it’s AI’s turn.
Will copywriters exist in 20 years time? AI is undoubtedly having a huge impact – especially for ‘churn work’. But as more low-value AI content is spat out (just look at LinkedIn) the need for quality thinking and real, human writing is greater than ever.
#3 Park perfectionism
For years, I wanted to land the perfect headline, that killer name, the greatest campaign or tone of voice guidelines ever. I was my own toughest critic.
The problem is that in the creative services, there is no ‘right answer’ – and pursuing perfection can create a lot of stress and hinder the creativity you’re trying to express. In more recent years, I’ve realised that being relaxed, kind and more flexible gets better results… and it’s a lot more sustainable.
#4 Values make it worthwhile
It can be easy to get hyper-focused on projects and deadlines. There’s always something important to do. Another deadline to hit. But it’s important not to lose sight of your bigger values, whether that’s family or learning the flute, sustainability or surfing. Returning to these values helps drive what we do at Ink – like becoming B-Corp Certified or taking sabbaticals.
#5 And know when to stop
Whether it’s tinkering with a headline, working on a proposal (or writing a listicle) it’s important to know when you’re done.
Which brings me to one last thing: a huge thank you to all the writers, clients and collaborators we’ve worked with since 2005. Here’s to another 20 years!
Thanks,
Tom
