Jonathan Wilcock Freelance Copywriting in 2017 So, What If…

What I learnt in 2017

What a year, no seriously, WHAT A YEAR.

I’m not talking hurricanes, terror attacks or The Donald. I’m talking about my little world. For most, pretty unimportant, but for me; well it’s all I have really.

The year got off to an interesting start – selling the agency that I and my business partner had poured blood, sweat and tears into for the best part of 14 years. It had been an amazing journey through thick and thin together, but it was time for change.

Come January 1, the curtain closed on Remedy Creative, the scenery changed and the stage was set for a new drama to unfold.

So here’s what I learnt in 2017:

Health first – unlike chocolate, you really can’t live without it. The build up to the business sale was traumatic. For months, three huge questions loomed over my head like inky black clouds:
1) Who, if anyone, would buy the agency and how on earth would I find them?
2) What would happen to the team and what was I going to tell them?
3) If I did sell it, then what?

As you might imagine, this dominated my every waking moment (and my nightmares) until the questions were answered. This in turn led to a knot in my stomach the size and consistency of the world’s largest ball of string. My blood pressure went through the roof and there were times when I thought I might seriously be losing the plot.

Later in the year, my best friend dropped the bombshell that he had aggressive cancer. Maybe we weren’t invincible after all.

Health, I have learnt, comes pretty high on my list of priorities.

Once the dust had settled on the sale (the team all kept their jobs in the new agency, my business partner now juggles two regular freelancing gigs and I am freelance copywriting again), I took the family on a month-long holiday in the sun. My blood pressure came back down to something like normal, the knot slowly loosened and things started to make sense again.

I’d forgotten how to look after myself, but lesson learned. AND, my friend just got the all clear – double Brucey bonus!

Playing to my strengths – hey, I’m a creative copywriter, plus a few other things; but ideas, words and pictures are what I really understand.

We’re all good at something, and whilst stretching myself is definitely a worthwhile pursuit, making the best of my natural talents is where I’m currently at. This is what I hope to continue concentrating on to keep the wolf from the door – at least for the forseeable future.

It’s my natural vocation, it’s constantly challenging, the variety keeps it stimulating and I love cracking creative briefs – so why wouldn’t I?

Social media can be fun – like gambling (don’t get me started on that), I’ve made the conscious decision to ‘keep it fun’. There’s enough bile out there to float a battleship, so I don’t think there’s any need for little old me to add to it. As my Mum used to tell me – “If you haven’t got anything nice to say, don’t say anything at all”.

It’s just too darned easy to slag other people off. Belittling others on twitboxface just isn’t my style, so I tend to use social to spread the love, be a bit daft and generally amuse myself (and a bit of sly self promotion too of course).

I’ve been tinkering with what I call #badphotoshop of the day, #madeupword of the day and #mildlyamusing name of the day on twitter. Here are my favourites so far:

#badphotoshop of the day – COUNT SPATULA
#badphotoshop of the day – COUNT SPATULA


#badphotoshop of the day – BLUE PETER
#badphotoshop of the day – BLUE PETER


#badphotoshop of the day – ALIEN V EDITOR
#badphotoshop of the day – ALIEN V EDITOR


#madeupword of the day: SMUNJE – borrow money off someone poorer than you
#madeupword of the day: FLUMPTYHOO – very happy
#madeupword of the day: BUMSQUAGGLE – non-specific detritus

#mildlyamusing name of the day: Annette Curtain
#mildlyamusing name of the day: Stu N Dumplings
#mildlyamusing name of the day: Wendy Boatcumzin

(if you can be bothered, you’ll track my nonsense down at @Jonathan50Wh4t1)

Besides being a little more grown up and businessy-fied on LinkedIn, I have (quite innocently) put the cat amongst the pigeons a couple of times.

In November, somewhat frustrated at freelance copywriting job posts insisting on ridiculously specific work experience (‘must have worked on South African women’s niche fashion brands and purple sandwich toasters’), I posted this:

[Have you worked in FMCG? Yes.
How about biscuits? Yes.
Chocolate biscuits? No.
Sorry you haven’t got the gig.
Why do clients/recruiters insist on such specific sector experience?]

I think I hit a nerve –

freelance copywriting LinkedIn conversation2 freelance copywriting LinkedIn conversation3 freelance copywriting LinkedIn conversation4 freelance copywriting LinkedIn conversation5

If you’d like to connect on LinkedIn, click right here.

Music, Music, Music – It’s a never-ending journey. As a copywriter, music can be my best friend or my worst enemy. Now that I’m freelance copywriting from home a lot more, I get to be DJ all day long. No more arguments about volume, invasive lyrics disturbing my train of thought or bad taste ’80s nonsense. Sorry, but anyone born in 1995 will never understand the mental scars that the New Romantics left on my impressionable mind.

Five artists/producers provided the go-to soundscape for writing in 2017. Please stand up Aphex Twin (as much as I love the bonkers stuff, I can only work to the mellower tunes), FSOL (as beautiful now as it was in the ’90s), Solar Fields (G-G-GENIUS in my opinion – every album, sonic perfection), Carbon Based Lifeforms (it’s what going green would sound like) and Aes Dana (Oh My Gurnard, it’s everything I’d been looking for – THANK YOU).

For more on music and creativity, checkout my earlier blog post

Doing your own thing – ain’t no one gonna do it for ya! Freelance copywriting is a wonderful way to pay the bills. Different briefs, people, agencies, sectors, challenges… a great big wobbly pile of variety means no two days are quite the same. Hallelujah to that.

The down sides? Well, not every brief lends itself to being a portfolio-stuffer and often the really juicy bits are tied up in NDAs, so what’s a boy to do? Simple, work on your own briefs whenever the paid works slows down enough. No restrictions, no Queensberry rules – just a bit of harmless, extracurricular creative exploration. I’ve already got half a dozen ideas in incubation which, time permitting, should see the light of day at some point in 2018. With no one to tell me “the client won’t buy that”, no doubt I’ll go a bit off-piste, but that’s the fun of it.

Here are a couple of recent self-initiated briefs to tickle your eyeballs with – The Real Junk Food Project and Brompton Folding Bikes.

Anything can happen – and it probably will. So here’s to a stonker of a 2018, full of lovely work, new contacts and surprises.

Thank you to everyone who has added taste and texture to the year – you know who you are. x

Jonathan Wilcock (that’s me) is a freelance Copywriter, Art Director and Creative Director.
You can drop me a line here, or email

9x9 photography game – Jonathan Wilcock So, What If…

The So, What If… 9×9 photography game

Set your forgotten photographs free

We all have a gajillion photos on our phones and hard drives that never see the light of day. What a waste. All those pretty pixels laying dormant on a memory card never to fulfil their purpose.

This is why I’ve invented the So, What If… 9×9 photography game© (remember you saw it here first).

The rules are simple:

  1. Open up your phone’s camera roll or a folder of pics on your computer at a random image. This becomes shot number 1.
  2. Skip forward 9 photos. This becomes your second shot.
  3. Skip forward another 9 and this is your third shot.
  4. Repeat until you have 9 shots in total.
  5. To avoid airing anything private, embarrassing or incriminating, just keep skipping 9 shots until you’re done.
  6. Drop the shots into a 9×9 Photoshop grid as per above (900×900 pixels at 300dpi, RGB).
  7. Save as a HiRes Jpeg and provide some background info in the order shown.
  8. Send to me at and I’ll add it to a gallery (there may even be prizes).
  9. Feel good knowing you’ve set those forgotten images free.

It’s a bit scary leaving the image choice to lady luck, but it can also be exhilarating if you just go with it. If you don’t totally subscribe to the ‘So, What If… anything’s possible’ school of thought, at least you have plenty of artistic licence, zooming and cropping within each square. At the end of the day though, it’s all about random juxtapositions and giving your sadly neglected images a chance to shine.

If you don’t have Photoshop

Photoshop gives you ultimate control, but if you don’t have it, there are various online tools and apps that you can experiment with. Here are a couple that may work for you:


Please let me know if you discover a simpler or more powerful tool for creating a 9×9 grid (without borders).

Key to So, What If… 9×9 photography game images above:

Main header image: Next door’s cats, sunsetting at low tide, 19 yr old me, sunset, beach snail trail, beach patterns, beach rubbish x2, rough sea.

No.1: Storm damaged beach beacon x 5, Exhibition poster, Beach Groyne, Geometric beachfront shapes x2.

No.2: Clouds, Image editing in progress, NCP typography, Promenade shadow, Bexhill seascape x3, Brighton’s West Pier, Sunset over the South Downs.

No.3: Me and one of the nippers on the beach, Bexhill seascape, Promenade houses, Ganesha temple Jaipur, Monkey temple Jaipur, Backstreets of Agra x2, Man and goat Jaipur, Shirdi Sai temple.

No.4: Inside a kids’ play area in Epsom x2, Accidental paddling in Hove, Me face-painted by one of the nippers, Cracked fridge door evidence, Café typo, West Kent College Art School exhibits x2, Graffiti in Hastings.

No.5: Pick up at Dubai Airport, A modest drink selection in hotel bar, Exhibit at Dubai trade show, View from Burj Khalifa, Sign at Jumeirah Mosque, Hotel Aquarium, Ski Dubai, Madinat Jumeirah, Armani Hotel sign.

And if that’s tickled your creative whatsits, why not try a bit of fun with pumpkins – ah go on!

Jonathan Wilcock (that’s me) is a freelance Copywriter, Art Director and Creative Director.
You can drop me a line here, or email