In conversation with

Georgia Horrocks

Senior Copywriter at Sonder & Tell

georgia horrocks

Introduction

Introduction

A copywriter with four years at ad agency Grey London under her belt, a knack for saying more with less and dog mum to Strudel – S&T’s now resident mascot – we’re so excited to have Georgia Horrocks join our team. Forgive us for not introducing her sooner – she’s been busy penning words for all of our clients over the last three months.

Growing up on a varied reading diet – from Enid Blyton to Jilly Cooper – Georgia admits she’s always been hugely influenced by everything she reads. Which explains why her writing is always layered with stories. Her time at Grey London taught her the best writing lesson of all – one which we’re always reminding ourselves about: “say it in less words.”

Other things you should know about Georgia? She can tell the difference between Diet Coke and Coke Zero blindfolded. And – as you can tell by the photos – has a dog called Strudel who is apparently as keen a reader as she is. We spoke to Georgia about her favourite campaigns and tones of voice she loves.

Question and Answer

What books were you reading growing up?

I gobbled up absolutely every genre of book as a child without any discrepancy or indication of taste, to be honest. From Enid Blyton’s Magic Faraway Tree to Nancy Drew’s detective work, the seductions of Jilly Cooper’s horse stables to the darkness of Hans Christian Andersen’s fairy tales. I was hugely influenced by everything I read. I remember reading Swallows & Amazons during a Summer spent in an old coast-guard cottage in Devon and after much persuading (read: manipulation) my parents bought me a banged up rowing boat that I would take out to sea pretending I was on a great adventure. Obviously this ended in capsizing on a rock, a leg needing stitches and my Mum getting a lecture on responsible parenting from a concerned on-looker. Still got the scars to prove it!

What made you want to jump into copywriting?

As a lover of words, I don’t love the word ‘copywriting’. I prefer to think of copywriters as creative, writers, wordsmiths, storytellers – people that do more than just write copy for brands. I think that feeds into my belief that unless you’ve got something interesting to say the headline isn’t going to be interesting to read. So I think it was the opportunity to tell a story, say something original or make someone look at something differently that made me want to get into copywriting and originally pursue a career as a creative at an agency.

You worked at an advertising agency before joining S&T – what did you learn about writing there?

Say it in less words.

What’s your favourite ad campaign and why?

I honestly don’t think I can answer that I’ve got too many. Anything brave or disruptive; I think most great campaigns are risks that have paid off. And we don’t see enough risk-taking these days. So for that reason, I love Harvey Nichols’ ‘Sorry I spent it on Myself’ and Dixon’s ‘The last place you want to go’. But I never get bored of rewatching every Cravendale ad ever made and Taika Waititi’s ‘Choose your Trebor’ for the pure, bonkers, joy of it.

Favourite word?

Prandicle, meaning a meal between meals. I don’t think I need to elaborate anymore on that…

Which brands do you love for their story, tone and copy?

After talking the big talk about saying something original I’m going to have to be extremely unoriginal and say Lurpak. Because honestly, who would’ve thought that some of the most rallying, inspiring, emotive campaigns and words would’ve come from a stick of butter?

What books and stories are you most interested in reading now, and why?

Well I’ve got a stack of books given to me by the S&T team that I’m working my way through. But, along with the rest of the nation, I’m a huge Sally Rooney fan. David Sedaris’ witty observations always pick me up when I need it. And I’m hoping that Bernandine Evaristo will have opened the publishing floodgates for diverse voices to have their perspectives and stories heard.

Three things S&T’s community should know about you?

I can tell the difference (blindfolded) between Diet Coke and Coke Zero.

I’m currently plotting my Instagram influencer-in-the-making persona of Georgian Horrocks to coincide with Bridgerton. Stay tuned.

And words of validation such as, “loved your interview with S&T” are always welcome.

Georgia's Storylist

Books

  1. Song Of Solomon by Toni Morrison
  2. A Little Life by Hanya Yanagihara
  3. Play It As It Lays by Joan Didion
  4. Kim Jiyoung, Born 1982 by Cho Jam-Joo
  5. Angels In America by Tony Kushner

Magazines

  1. Osso Magazine
  2. Edith Cartoonist

Newsletters

  1. One Great Story
  2. The Good Trade

Podcasts

  1. Sentimental In The City
  2. You're Wrong About
  3. Serial
  4. How To Fail
  5. Grounded With Louis Theroux

Websites

  1. It's Nice That
  2. Dave Dye, Stuff From The Loft
  3. The Etymology Nerd
  4. The Cut
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