top of page


Help yourself to a free download or two. My ramblings, based on 20 years of brand related writing and thinking.

more human words

Good news! Great copy is alive and well and everywhere. Words that amuse, interest and engage with humans. Phew. Amongst all the Do You Spatula? types are some real gems. Here's a few I've seen. We can all have stuff this good.

more human briefs

Most people ignore most ads and brand messaging. Because they're boring and irrelevant. Dull makes people tune out. To engage with them you need to speak to them like humans. It all starts with a more human brief.

better creative feedback

It's hard. It's confusing. It's awkward. It's also easy to fix all that. With some Willem to help.

bottom of page