Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?

D&AD Training: How Brands Talk

D&AD Training: How Brands Talk

Organised by D&AD

Date Feb. 23, 2017 9:30 a.m. to Feb. 23, 2017

London, UK


Brands are talking more than ever. Online, on social, on air, on billboards, on trains, planes and automobiles – the list goes… well… on. With so many brands around and so many places to communicate their message, now has never been a better time to make sure a brand’s voice is heard. So, how does a brand create a voice? And how does a brand stand out from the crowd?

Course Outline

In this informal, interactive and entertaining half-day course, we’ll look at where a brand voice comes from and see how world-famous brands use their voice well – and how some don’t.

Have pens and paper ready as laptops and tablets aren’t allowed – you’ll be writing, actually writing. And flexing your imagination, getting creative, tackling new techniques and taking on different personas. 

Learning Outcomes

This half-day course will help you:

Understand where a brand voice comes from
Learn the difference between good and bad brand voices in action
Practice writing in different voices
Practice effective copywriting techniques 
Suitable for

Anyone who works in or is considering joining an in-house branding team
Anyone who works on brand development in-house or agency-side
Anyone who regularly writes for brands
Anyone who reviews brand copy e.g. account or project management team, marketing or promotions team
Anyone who is tasked with working on a brand launch or rebrand
Anyone who is briefing a creative team or agency to work on their brand
Anyone who wants to understand or master the art of writing for a brand
Brand owners
Your Facilitator

Vikki Ross has been writing copy for big-name brands for 20 years. We’re talking The Body Shop, Expedia, Virgin Media, Philips, BBC and loads more. She specialises in branding and tone of voice, runs workshops and courses across the UK and tutors future copywriters and designers at School of Communication Arts 2.0.

Focusing mainly on entertainment these days, Vikki’s clients include Sky, NOW TV, ITV and Audible, and she regularly works with agencies like WTF Creative, Sapient Nitro, Table 19, Kitcatt Nohr and Venture Three.

Vikki has been judging D&AD and D&AD New Blood writing categories for the last three years, even writing the D&AD New Blood Copywriting brief in 2014. She also judged Best Writing category at DMA Awards 2015, AD STARS 2016 (Korea) and will be judging at DMA Awards 2016.

Intent on celebrating copywriting, Vikki created the Twitter hashtag #copywritersunite, which sees copywriters from around the world connecting with each other every day. Demand called for copywriters to meet in person so Vikki hosts quarterly #copywritersunite nights out in London where people have connected, collaborated and celebrated their love of copywriting.

Vikki recently launched the first ever Copy Cabana 2016 with her business partners Andy Maslen and Matt Desmier. This exciting new event features a stellar speaker line-up and will open Matt’s hugely successful Silicon Beach event in September.