Creative Lives Podcast — Bringing ideas to fruition: We meet innocent’s senior copywriter, Hayley Redman

Posted 14 June 2018 Interview by Marianne Hanoun

innocent drinks are known for their uniquely chatty and conversational tone of voice. Whether it’s a playful product description or pun-filled posters, their decision to ditch cold corporate terminology has helped them stand out from the crowd. This week, we visited Fruit Towers, innocent’s astroturf-lined headquarters in West London to chat to Hayley Redman, the brand's senior copywriter and self-professed ‘brand guardian’. She tells us more about her journey to the juice brand, shares some essential tips for budding copywriters, and how to go about writing copy that’s both funny and friendly.

Interview by Marianne Hanoun

Job Title

Senior copywriter, innocent drinks (2015–present)

Location

London

Previous Employment

Senior Copywriter, Macmillan Cancer Support, London (2011–2015)
Senior Copywriter, Young & Rubicam, South Africa (2007–2011)
Client Liaison and Copywriter, Leo Burnett Group, South Africa (2007)
Proposal Writer and Co-ordinator, Synovate, South Africa (2005–2007)

Education

Postgraduate Diploma in Copywriting, AAA School, South Africa (2008)
BA Dramatic Arts, University of the Witwatersrand, South Africa (2000–2003)

Social Media

Work for innocent coconut water

Originally from South Africa, Hayley studied Dramatic Arts at university, before finding her way to the world of advertising; and after moving to London, joined Macmillan Cancer support as senior copywriter before heading to innocent in 2015.

As a senior copywriter, Hayley collaborates with an in-house team of writers and designers to create copy and concepts for a huge range of platforms – from packaging and campaigns to work for TV, print and press. “We know that a good idea can come from anywhere. That could be a really clever line that comes from a designer or a visual idea that comes from a copywriter,” she tells us.

While a knack for good punctuation and grammar certainly helps, an ability to tap into popular culture is also just as essential. For this reason, Hayley and her team take time to stay up-to-date on current affairs, which in turn contributes towards crafting clear and personable copy.

“We are keen to make sure we’re showing off our TOV because it is strong; because it is so well-known and revered.”

innocent tote bags

innocent tote bags

arrow
arrow

Having worked at both agencies and in-house, she sheds some light on the crucial differences between the two: “In agencies you are exposed to loads of different brands, and work across lots of different kinds of tone of voice. When you work in-house, you are a guardian of that brand; you are a gatekeeper. You’re a bigger part of building that brand.”

Looking back, Hayley shares advice on portfolios and practising your craft: “In your portfolio, people want to see how your brain works. They want to see how you got from A to B – and that should hopefully be the weirdest way possible. They want to see strange, unconventional ideas that you can link back to some sort of human truth. And a killer line on the end of that doesn’t hurt.”

Work for innocent – "Drink your greens"

Work for innocent – "Drink your greens"

arrow
arrow
Posted 14 June 2018 Interview by Marianne Hanoun
Collection: Creative Lives Podcast
Disciplines: Copywriting
Mentions: Hayley Redman, Innocent
Learn More Sign In

Lecture in Progress relies on the support of partners and professional members to provide the ongoing insight and advice to the next generation. To help support sign up now or find out more. 

scroll to top arrow-up
share

Become a Member

Lecture in Progress is now free to access. Become a member and receive a number of additional benefits.

Student Member

Free

Alongside a wealth of behind-the-scenes advice and insight into the creative industries, join now to get exclusive access to offers and promotions. You’ll benefit from:


  • Student offers and promotions
  • Two weekly newsletters
  • Bookmark content
  • Shape the future of Lecture in Progress

Professional Member

£35/per year

By becoming a professional member, you’ll be helping us in our aim to support the next generation of creatives. You’ll also get the chance to shape the future of Lecture in Progress, and benefit from:


  • Professional offers and promotions
  • The biannual Lecture in Progress newspaper, delivered to your door
  • Insight reports into creative education and industry
  • Two weekly newsletters
  • Bookmark content
  • Shape the future of Lecture in Progress

Lecture in Progress is made possible with the support of the following brand partners