Hello.

I’m Lucy Clark,
copywriter, creative director, and royal hat-thief.

So, what did happen when I ‘borrowed’ HRH’s hat?
She didn’t say a word.
Probably because she was made of wax.

As well as shooting London’s biggest (waxwork) celeb party, I’ve written scripts voiced by some of the country’s most-loved voices and helped the next generation of creatives get their work seen in thousands of homes.

I have also launched Sweet80, a roller derby fashion charity brand, and Dear Auntie Janet – a postcard company helping to end loneliness one hello at a time during the 2020 Covid-19 lockdown.

When I’m not doing all of that, I write and illustrate picture and puzzle books for my son.

What floats my boat?

Where are you happiest?
Paddling in the sea, or sipping a tea,
watching birds be birds.

What would your superpower be?
Giving everyone, everywhere,
free universal education.

What is your most treasured possession?
Two, almost full, 5 year-diaries. I started them
two weeks after my son was born.Written in ‘his voice’, they are brimming with happy, silly, everyday memories that never fail to make me smile when I read them back.

Which campaign are you most proud of?
Creatively, I loved the reaction the Marmite toothpaste campaign got (it was a cereal bar in disguise). But the work I am truly proud of is giving Breast Cancer Care a distinctive voice.

What is your favourite ad campaign of all time?
The Olympus Tough shark ad has a 30-word headline – I wish I’d written every one of them.

What is your favourite word to type?
Banana

Which book do you most recommend?
The complete stories of Winnie the Pooh

How do you inspire people into action?
Don’t think of them as an entire audience. Imagine just one person in that audience. Write for them. Persuade that one person to join in or put their hand in their pocket.

When I wrote for Breast Cancer Care their loyal fundraising audience was mostly older women. I appealed to their baking and socialising talents to create a campaign that made them feel they could help individuals, rather than feel helpless against such a big problem.

Got any trophies in your cabinet?
2019 IPM Gold, Silver and Bronze (7 in total)
2018 – MAA Globes, Best Business to Business, Gold
2018 – UK Festival Awards, Best brand activation
2011 – MAA Awards, Best Creative Direct Communications – Merit
2010 – DMA Awards, Charity – Silver
2010 – CBS Outdoor Long Copy Challenge, Shortlisted
1989 – Cycling Proficiency Certificate
1986–1991 – 12 or so Brownie badges

Tell us a joke
Who is the king of the pencil case?
The ruler