Andrew Powell
Q What do you do?
“I have over 10 years of writing awesome content for major brands and local clients, and developing engaging 360° marketing campaigns that attract and engage consumers.”
From social to emails to blogs to print, I take care of it all!
Q What steps did you take to get to where you are now?
I started as a junior copywriter at Abercrombie & Fitch, and over five years there I worked my way up to senior copywriter — managing a team that handled all aspects of the Hollister brand voice. Since then, I have been hired by national brands, local clients, and agencies to bring consistency and an elevated tone to marketing materials of all types.
Q How do you stand out in your field?
I have an exceptional eye for consistency. In every position I've had, I have worked on the very smallest aspects of the brand voice (an SMS message or a social post) to the largest (a yearly catalog or seasonal in-store campaign) and made sure that the messaging was consistent throughout.
Q What are you working on right now?
Recently, my brother, sister-in-law, and I started a brand voice company, Brand Voice Collective. In the first few weeks of business, we landed a major local design agency client who has trusted us with writing copy for brands like Nike, Aramark, L'Oréal, and Purina! Currently, we are working on marketing campaigns for varied clients through the agency and acquiring new accounts.
Q What’s your style?
If you're asking about my personal style and taste, I'd say it's laidback! I've always been a t-shirt and jeans kind of guy — and that has shown through in my work for Hollister. I made sure the brand voice was always fun and aspirational without ever taking itself too seriously.
Lately, in my work, my writing style has been elevated with a hint of humor: milled.com
At my positions at Beautycounter and The Shade Store, I had the opportunity to bring a lighthearted spin to the brand voices of brands that were beginning to feel old-fashioned.
Q Out of all your slashies, which one do you wish you could do more often?
I wish I could focus more on photography! I love taking beautiful pictures and wish I could spend more time doing that...
Q What is frustrating you right now?
SEO copywriting. I find it unbelievably frustrating to write copy that's not creative but rather geared toward getting clicks on Google.
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
SEO Copywriting! Keyword-based blogs, website optimization — stuff like that. I couldn't pay someone enough to do that for me!
Q What do you wish you could have told yourself, when, and why?
Get into the creative field earlier! I spend a few years working in government and hated every minute of it. I would have told myself to work on creative projects — even if they weren't paid — to build my portfolio and to network with others in the field I wanted to get into. I think I was a bit afraid I didn't have what it takes to be in the creative industry, so I delayed the process...
Q If you could talk to an expert to gain more insight on something, what would it be about?
Marketing my own business to get more clients. I'm great at marketing other people's companies, but I would love to gain insight into marketing my own!
Q What kind of opportunities/projects are you looking for?
I'm looking for creative projects that engage people in new ways. I love coming up with fun concepts that people remember long after they interact with them.
Q Describe your ideal job/client/collaboration.
The best time I've ever had at work was when I traveled to London with Hollister/Gilly Hicks to live-tweet from a massive "undies" giveaway across the city. We had three double-decker buses travel through the city — each with women and men throwing thousands of free underwear to people lining the streets. It was my job to tweet photos and updates about where the buses were located at any given moment. I've never had so much fun copywriting.
Q What is your rate?
My typical rate is $100/hour, flat rate, and I'm more than willing to negotiate a rate/contract for longer-term projects!
Q How should someone approach you about working together?
LinkedIn
Email: powellan@gmail.com
Phone: 513.255.2738
I would like the intro to include a basic budget and scope of work!
Q Who is a creative you admire?
Lara Hillard
She is the most talented copywriter I've ever worked with. She has an unbelievable ability to come up with hilarious puns.
Joe Trizio
Joe is the definition of outside-the-box graphic design.
Q Oh! and… how do you stay creative?
I take great photos. And write funny children's books. I also love film!
This member profile was originally published in November 2022.