Creative Lives: Hayley Redman, senior copywriter at Innocent Drinks

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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. ... This episode of Creative Lives was brought to you by Lecture in Progress. It was presented by Marianne Hanoun and the editor was Ivor Manly. Lecture in Progress is made possible with the support of a number of brand patrons – they include ustwo, GF Smith and The Paul Smith Foundation.

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