Kit knows what it’s like at the coalface of brief-writing: over her career she has written just about every kind of brief for every category, platform and challenge, from soap powder to saving lives, and agency and client-side. As a former award-winning copywriter, she knows what it’s like on both sides of a brief, and ruthlessly exploits this knowledge to inspire brilliant work from her creative teams.
She knows how to use words to persuade, too: she persuaded the Publicis Groupe to invest in a new agency dedicated to pro bono work in the middle of a recession; Cosmopolitan to put a suffocating girl on its front cover; Britain’s employers to offer jobs to ex-offenders; and David Cameron to do a very public U-turn and change British law in six weeks flat. She has won more than 80% of the new business she has pitched, from clients including Amazon, the BBC, UNICEF and P&G.
As a result of all this, she has a long record of creating work that is bold, exciting and multi award-winning (including the odd Pencil) for both creativity and effectiveness.
She has a particular interest in how marketing and communication can be a force for good, and in 2011 co-founded Change, the highly successful agency dedicated to positive social impact. The IPA chose her as Woman of Tomorrow 2014, which she was very pleased about, plus the futuristic raygun is very useful for maintaining discipline in the two D&AD training courses she leads.