Dare to question the noise - Vikki Ross

In this conversation, copywriter and brand voice specialist Vikki Ross returns to discuss the intersection of authentic creativity and AI anxiety in the modern marketing landscape. 

She shares her approach to finding distinctive voices for major brands like JLR (Jaguar Land Rover) and Formula E, emphasizing the importance of simplicity, curiosity, and human connection in copywriting. Ross candidly addresses the fears surrounding AI in creative industries, arguing that the noise about AI replacing copywriters is louder than the reality, while acknowledging that brands and creatives need to focus on what makes human communication irreplaceable: genuine understanding, emotional connection, and lived experience.

The discussion explores how brands can navigate an increasingly fragmented and polarized world, the dangers of chasing viral trends over consistent authenticity, and why showing support for causes requires action beyond logo changes. Ross reveals her "nosiness" as a professional superpower—immersing herself completely in clients' worlds by experiencing their products, researching their audiences, and understanding their competition. 

She advocates for practical, accessible brand guidelines that empower non-copywriters to maintain consistent voices across organizations, proving that simplicity is the outcome of reduction and deep understanding rather than minimal effort.

Key Takeaways"

• AI cannot replicate the human heart—creative work that moves people comes from lived experience and genuine emotional understanding
• True curiosity ("nosiness") means immersing yourself completely in a brand's world, experiencing their products as consumers do, and understanding their audience deeply
• Simplicity in brand voice is achieved through reduction and testing, not minimalism—it's the outcome of hard work, not the starting point
• A free focus group exists 24/7 on social media—ignoring how audiences naturally express themselves about your brand is foolish
• Brands should avoid sounding like wallpaper—saying the same things as competitors provides false comfort but prevents differentiation and long-term success
• Effective tone of voice guidelines are instructions for action, not lengthy descriptions—non-copywriters need practical "how" over theoretical "what"
• Jumping on viral trends only works if it's already embedded in your brand personality—otherwise it's embarrassing, late, and damages long-term strategy
• Generosity and showing interest in others' work creates more opportunities than self-promotion—relationships matter more than portfolios
• Consistent action supporting causes matters more than temporary logo changes—one-hit campaigns feel empty and leave audiences feeling empty too
• The AI anxiety narrative is largely unfounded noise—clients who value good copywriting still need human copywriters, and those who don't never valued it anyway

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