Will Nicklin Interview
Meet Will Nicklin, Head of Copy at How&How (and mid-run brainstorming enthusiast). Here, he sheds light on what skills truly matter, favorite ways to procrastinate and fresh ideas to make our industry more inclusive.
Published on
Jan 9, 2025
6
min. read
Where’s your hometown and where do you live currently?
My hometown is a sleepy little spot in the North called Sandbach.
My current town is a sleepy little spot in the North called Macclesfield.
20 minutes drive, but a long, scenic journey between the two.
In a few sentences, describe what you do?
I’ve always said my job boils down to helping people talk to other people in a way they both like. Any more sentences probably just complicates that.
What was your journey to copywriting?
Like most copywriters I know, I had no idea what I wanted to do when I finished uni. So, like most copywriters I know, I was naturally doing the rounds in ad grad schemes. It wasn’t the most fun few months, but there was one part I absolutely loved: filling in the applications. To the point where my brother asked, ‘why don’t you try copywriting?’
A great suggestion, Tom, thank you, but I still didn’t know what that was or how to do it. I also had no book or writing to back up any delusional career aspirations. And that’s when I started a blog about job-hunting. Not only giving me somewhere to vent about living with my mother, but significantly upping my word count and, three months later, getting my foot in the door at my first job.
Looking back on blogging about your job hunt, what was one lesson from that experience that still influences your work today?
Knowing how to write consistently in your own voice helps you write consistently in others.
Do you think there are essential ingredients for building a brand voice that should always remain?
No, I think it’s all up for grabs. Don’t get me wrong, there are some ingredients I reach for, but I think a voice should fit what a brand needs, and I am all up for building that in whatever way works best.
What are some skills beyond good writing that make the biggest difference in your work?
Oh, so many. Collaboration. Diplomacy. Humility. Knowing your way around Figma. Anything that makes your own job more enjoyable and, more importantly, makes other people's lives easier.
As you step into the role of Head of Copy at How & How, do you experience imposter syndrome? What advice would you give to others—or to yourself—for overcoming self-doubt in a high-pressure, prestigious role?
I’m glad you asked this, because I think it’s something I’ve felt a lot in my career, yet never talked about. And as someone who comes across quite confident, but privately is far more introverted, I don’t necessarily think it’s something people assume I go through.
My imposter syndrome manifests in a number of ways. At its harshest, I’ll play down my writing, be self-deprecating or reject praise. At its kindest, I’ll notice myself trying to emulate other people’s successes, overreaching creatively or pacing outside the office for the sake of it. However, it’s always at its strongest when I start something new, be it a project, a presentation, or, in the latest instance, a job.
With that in mind, no matter how experienced you are, my advice would always be to return to the basics. There’s a high probability you’re in your job because you’re great at it, so whenever things get overwhelming head back to what you know. For me, that’s focusing on who I’m writing for and trying to connect that with a voice I know will resonate.
Oh, and remember nobody wants you to fail. If you need a chat, agencies are full of people who’ll listen. If you don’t feel like you’re doing enough, consider how much you did to get here. And if you’re nervous, at least you’re not in charge of the money.
What’s one major takeaway you’ve gained from each of your roles in your career so far?
The Clearing. Edit, edit, edit.
forpeople. Write visually.
EveryFriday. Ideas first.
Freelancing. Be helpful.
What is your favorite and least favorite brand right now? Why?
My favourite right now is probably On. I picked up a pair of their shoes in a tiny running shop in San Diego about 8 years ago and had no clue what the brand was. Now every other person I see has a pair, and I love its writing, mindset and overall Roger Federer-ness.
Some honorable mentions have to go out to Bogey Boys, the Museum of Peace & Quiet and a little Greek olive oil called YiaYia & Friends. Niche, but perfectly executed (and delicious).
Least favourite? Avanti. I curse its name at least twice a month. Sadly, I was part of the team that came up with it.
If you could collaborate with anyone or any brand, who would it be?
Obviously there’s a starry-eyed wishlist, but over the past few years I’ve actually found a lot more enjoyment in the brands I don’t know. I love getting to grips with small, niche, often quite mundane companies that have a real point of difference — and a real need for writing. Helping more brands like that would be great.
If you pushed me on a person, I’d love to write a rom-com for Andrew Garfield. Or anything Arne Slot and Mo Salah need.
What’s a piece of feedback that still haunts you?
I don’t think any particular feedback haunts me. It’s all constructive, right? That said, the word ‘punchier’ can go to hell.
Do you have rituals for finding inspiration, or do you let it come naturally? And what’s your favorite offline source of inspiration?
I prefer to let inspiration find me rather than going after it, and I guess it all depends on what I’m doing. If I’m naming, nothing beats skimming through a book. It’s astonishing how many words you can find in them. If I’m concepting, I’ll usually land an idea 5 minutes into a run and then do my best not to forget it for the next 40. If I’m coming up with headlines, I’ll start by rifling through the Copy Book or a quick search of Economist ads.
Outside of the process, for me there’s nothing richer than a solo trip to the cinema. I’m convinced there’s a brand out there just waiting for its Poor Things makeover.
How do you think your art background impacts your creative process?
Two major things.
One, it helps me navigate subjectivity. My degree spanned film, theatre and art, and that didn’t come with a black and white scoring system. It’s the same with the work I do every day now. It’s about finding what works for the audience in front of me.
Two, it taught me how to work with other creatives. Despite the notion that only graphic designers are ‘creative’, being able to speak the language of strategists, account managers, illustrators, producers, studio managers and other writers sets you up massively for success.
What’s your favorite way to procrastinate when you’re supposed to be writing?
I want to say nailing the daily NYT crossword or extending my Duolingo streak. Realistically, my go-to is a shower or lying on the floor with my dog.
What about the industry do you wish you knew starting out in your career?
Agencies buy prizes.
You’ve expressed wanting the industry to be more accessible. What steps do you think agencies and individuals can take to make the creative world more inclusive?
A great way to answer this is by looking at How&How. One of the main reasons I joined the agency is because I believe they’re going about things in an inclusive, collaborative and (wildly underrated) nice way — and, starting at the very top, they’re delivering on what they say.
I’m proud to work alongside a female founder from the North, and a team of exceptional women leading their disciplines throughout the business. Adding in initiatives like the GetEven talks that ran last year, I think this level of representation and exposure has to become the benchmark for addressing inequality throughout the creative world.
I think agencies need to create positive spaces, online and offline. How&How’s Slack channel is a vibe, the culture is relaxed, work is really celebrated and every member of the team gets a proper shout-out at the Christmas party. It might be small things, but feeling valued makes a massive difference.
I also think there just needs to be more honesty. Around salary bands. Over team structures. About hybrid working. There’s a lot of pretense, bullshit and ‘cool’ in our industry and I think it creates a stand-offish aura. For people — new to it or at it for years — trying to navigate that is daunting, and the more transparency the better.
And last one, particularly as someone who comes from outside the M25, is finding a way to get more diverse talent through the door. The north/south divide in Britain is getting wider and working-class creativity is falling into the cracks. We have to reroute it into studios.
Where can The Subtext readers keep up with you? (blog, social channels, linkedin, website, etc)
On LinkedIn or, much more potently, at How&How.
Bonus Round
What do you listen to while working?
Film scores
What’s your most creatively inspired time of day?
The hour I stop ‘working’
What’s one writing rule you love to break, and one you never do?
I *like starting sentences with ‘and’. I can’t sit here and say I don’t try my best with spelling.
If you could ban one copy line/phrase, what would it be?
Strava can do no wrong, but their use of ‘kudos’ gives me the ick.
Favorite personal mantra?
Where there’s a Will, there’s a way
If you weren’t in this industry, what would you be doing?
I’m dead set on becoming a fisherman on a Greek island.
Describe your creative process in three words.
My writing in three acts.
Will Nicklin is the Head of Copy at How&How. Leading on anything involving words and collaborating on all things creative across London and Los Angeles
Where’s your hometown and where do you live currently?
My hometown is a sleepy little spot in the North called Sandbach.
My current town is a sleepy little spot in the North called Macclesfield.
20 minutes drive, but a long, scenic journey between the two.
In a few sentences, describe what you do?
I’ve always said my job boils down to helping people talk to other people in a way they both like. Any more sentences probably just complicates that.
What was your journey to copywriting?
Like most copywriters I know, I had no idea what I wanted to do when I finished uni. So, like most copywriters I know, I was naturally doing the rounds in ad grad schemes. It wasn’t the most fun few months, but there was one part I absolutely loved: filling in the applications. To the point where my brother asked, ‘why don’t you try copywriting?’
A great suggestion, Tom, thank you, but I still didn’t know what that was or how to do it. I also had no book or writing to back up any delusional career aspirations. And that’s when I started a blog about job-hunting. Not only giving me somewhere to vent about living with my mother, but significantly upping my word count and, three months later, getting my foot in the door at my first job.
Looking back on blogging about your job hunt, what was one lesson from that experience that still influences your work today?
Knowing how to write consistently in your own voice helps you write consistently in others.
Do you think there are essential ingredients for building a brand voice that should always remain?
No, I think it’s all up for grabs. Don’t get me wrong, there are some ingredients I reach for, but I think a voice should fit what a brand needs, and I am all up for building that in whatever way works best.
What are some skills beyond good writing that make the biggest difference in your work?
Oh, so many. Collaboration. Diplomacy. Humility. Knowing your way around Figma. Anything that makes your own job more enjoyable and, more importantly, makes other people's lives easier.
As you step into the role of Head of Copy at How & How, do you experience imposter syndrome? What advice would you give to others—or to yourself—for overcoming self-doubt in a high-pressure, prestigious role?
I’m glad you asked this, because I think it’s something I’ve felt a lot in my career, yet never talked about. And as someone who comes across quite confident, but privately is far more introverted, I don’t necessarily think it’s something people assume I go through.
My imposter syndrome manifests in a number of ways. At its harshest, I’ll play down my writing, be self-deprecating or reject praise. At its kindest, I’ll notice myself trying to emulate other people’s successes, overreaching creatively or pacing outside the office for the sake of it. However, it’s always at its strongest when I start something new, be it a project, a presentation, or, in the latest instance, a job.
With that in mind, no matter how experienced you are, my advice would always be to return to the basics. There’s a high probability you’re in your job because you’re great at it, so whenever things get overwhelming head back to what you know. For me, that’s focusing on who I’m writing for and trying to connect that with a voice I know will resonate.
Oh, and remember nobody wants you to fail. If you need a chat, agencies are full of people who’ll listen. If you don’t feel like you’re doing enough, consider how much you did to get here. And if you’re nervous, at least you’re not in charge of the money.
What’s one major takeaway you’ve gained from each of your roles in your career so far?
The Clearing. Edit, edit, edit.
forpeople. Write visually.
EveryFriday. Ideas first.
Freelancing. Be helpful.
What is your favorite and least favorite brand right now? Why?
My favourite right now is probably On. I picked up a pair of their shoes in a tiny running shop in San Diego about 8 years ago and had no clue what the brand was. Now every other person I see has a pair, and I love its writing, mindset and overall Roger Federer-ness.
Some honorable mentions have to go out to Bogey Boys, the Museum of Peace & Quiet and a little Greek olive oil called YiaYia & Friends. Niche, but perfectly executed (and delicious).
Least favourite? Avanti. I curse its name at least twice a month. Sadly, I was part of the team that came up with it.
If you could collaborate with anyone or any brand, who would it be?
Obviously there’s a starry-eyed wishlist, but over the past few years I’ve actually found a lot more enjoyment in the brands I don’t know. I love getting to grips with small, niche, often quite mundane companies that have a real point of difference — and a real need for writing. Helping more brands like that would be great.
If you pushed me on a person, I’d love to write a rom-com for Andrew Garfield. Or anything Arne Slot and Mo Salah need.
What’s a piece of feedback that still haunts you?
I don’t think any particular feedback haunts me. It’s all constructive, right? That said, the word ‘punchier’ can go to hell.
Do you have rituals for finding inspiration, or do you let it come naturally? And what’s your favorite offline source of inspiration?
I prefer to let inspiration find me rather than going after it, and I guess it all depends on what I’m doing. If I’m naming, nothing beats skimming through a book. It’s astonishing how many words you can find in them. If I’m concepting, I’ll usually land an idea 5 minutes into a run and then do my best not to forget it for the next 40. If I’m coming up with headlines, I’ll start by rifling through the Copy Book or a quick search of Economist ads.
Outside of the process, for me there’s nothing richer than a solo trip to the cinema. I’m convinced there’s a brand out there just waiting for its Poor Things makeover.
How do you think your art background impacts your creative process?
Two major things.
One, it helps me navigate subjectivity. My degree spanned film, theatre and art, and that didn’t come with a black and white scoring system. It’s the same with the work I do every day now. It’s about finding what works for the audience in front of me.
Two, it taught me how to work with other creatives. Despite the notion that only graphic designers are ‘creative’, being able to speak the language of strategists, account managers, illustrators, producers, studio managers and other writers sets you up massively for success.
What’s your favorite way to procrastinate when you’re supposed to be writing?
I want to say nailing the daily NYT crossword or extending my Duolingo streak. Realistically, my go-to is a shower or lying on the floor with my dog.
What about the industry do you wish you knew starting out in your career?
Agencies buy prizes.
You’ve expressed wanting the industry to be more accessible. What steps do you think agencies and individuals can take to make the creative world more inclusive?
A great way to answer this is by looking at How&How. One of the main reasons I joined the agency is because I believe they’re going about things in an inclusive, collaborative and (wildly underrated) nice way — and, starting at the very top, they’re delivering on what they say.
I’m proud to work alongside a female founder from the North, and a team of exceptional women leading their disciplines throughout the business. Adding in initiatives like the GetEven talks that ran last year, I think this level of representation and exposure has to become the benchmark for addressing inequality throughout the creative world.
I think agencies need to create positive spaces, online and offline. How&How’s Slack channel is a vibe, the culture is relaxed, work is really celebrated and every member of the team gets a proper shout-out at the Christmas party. It might be small things, but feeling valued makes a massive difference.
I also think there just needs to be more honesty. Around salary bands. Over team structures. About hybrid working. There’s a lot of pretense, bullshit and ‘cool’ in our industry and I think it creates a stand-offish aura. For people — new to it or at it for years — trying to navigate that is daunting, and the more transparency the better.
And last one, particularly as someone who comes from outside the M25, is finding a way to get more diverse talent through the door. The north/south divide in Britain is getting wider and working-class creativity is falling into the cracks. We have to reroute it into studios.
Where can The Subtext readers keep up with you? (blog, social channels, linkedin, website, etc)
On LinkedIn or, much more potently, at How&How.
Bonus Round
What do you listen to while working?
Film scores
What’s your most creatively inspired time of day?
The hour I stop ‘working’
What’s one writing rule you love to break, and one you never do?
I *like starting sentences with ‘and’. I can’t sit here and say I don’t try my best with spelling.
If you could ban one copy line/phrase, what would it be?
Strava can do no wrong, but their use of ‘kudos’ gives me the ick.
Favorite personal mantra?
Where there’s a Will, there’s a way
If you weren’t in this industry, what would you be doing?
I’m dead set on becoming a fisherman on a Greek island.
Describe your creative process in three words.
My writing in three acts.
Will Nicklin is the Head of Copy at How&How. Leading on anything involving words and collaborating on all things creative across London and Los Angeles
Newsletters
Stay in the loop with The Subtext! Subscribe to our newsletter for the latest articles, exclusive interviews, and writing tips delivered straight to your inbox. Join our community of passionate writers and never miss a beat.