Shout out to my observant associate Fiona, who sent me a link last month to an interesting role advertised on LinkedIn.
The job summary read, “Ready to define the voice of a brand loved by millions? Waitrose is hiring a Copywriting and Tone of Voice Lead to shape how we speak to our customers across every touchpoint, from social media to in-store.”
What a dream job for a copywriter! But also, what a strong and admirable statement from a leading brand retailer that copy and tone of voice are critical to sustaining a great reputation, winning hearts and minds and underpinning business and marketing success.
I’m not job-hunting, so I seldom look at LinkedIn recruitment ads. But a quick survey of recent roles advertised suggests that a client-side leadership role specifically focused on copy and tone is a rare thing.
With AI putting power in the hands of non-specialist writers to create content rapidly and at scale, demand for human copywriting has declined lately in some sectors. To me, Waitrose’s continuing commitment to a custodian of the written word reflects an intelligent take on the zeitgeist. At a time when copy is proliferating, it’s more important than ever to safeguard quality and maintain brand integrity.
I imagine Waitrose is as keen as any successful commercial organisation to embrace the power and efficiency of AI to optimise their business, in marketing and the rest of their operation. But directing, controlling and applying automation technologies demands experience and expertise to get the best results. Waitrose is making a smart move by seeking a talented and experienced copy specialist to ensure that they make best use of all available resources, both human and machine. It shows a commitment to maintaining distinctive standards of creative and functional copywriting as an integral part of the overall brand and marketing strategy.
I re-read the job spec several times. I would love this role and I believe I embody many of the values, qualities and attributes it demands. But I also love working for a diverse range of customers at The Wordsmithy. I’m also highly aware that my corporate and management experience is dated, after 21 years of independence!
So I didn’t apply… but I did decide to write this post in appreciation of Waitrose’s admirable copywriting values.
“This is a high-profile role for a creative leader who is obsessed with the highest standard of writing. You’ll be a key decision-maker, leading a team, managing external talent, and ensuring our brand’s unique voice is felt in everything we do.”
I wish whoever seizes this fantastic opportunity success and fulfilment.
Meanwhile at The Wordsmithy, I’ll continue to champion high-calibre, original, brand-focused copy that delivers impact, differentiation and value against my clients’ communications objectives. That includes making informed and intelligent use of whatever copywriting resources and tools are best to meet the brief.