About

Emily Ash Powell is a senior copywriter, brand consultant, writer of words and haver of ideas who finds it easier to write bios like this one in the third person.

words in the startup world

Emily started her career at tails.com, as employee no. 31, where she ran social media channels and wrote copy for dog owners (and lovers) all over the UK. She loved that job so much. After all, at what other company would you, as part of your job, have to converse with a person who is pretending to be (and writing as) their dog via Instagram DM?

In 2018, Emily joined the launch team at Skin + Me, ready to change the face of skincare by building a personalised, prescription direct-to-consumer brand. She created their gamechanging tone of voice from scratch, and spent the two years being responsible for all things words and language across all their owned channels – from web to social to CRM to UX to products to packaging and beyond.

words in adland

Emily also likes big brands (and she cannot lie). She’s worked at Proximity London, one of London’s top advertising agencies, where she wrote words and came up with ideas for brands like IKEA, Virgin Voyages, Virgin Holidays, Asda, Disney, The Economist, John Lewis, Volkswagen and others, too. She also wrote about Adland-related things for Campaign Magazine and Creative Brief.

Emily was named as a Pitch Superwoman in 2020, and has judged creative work for the BIMA and DMA awards.

words in the real world

Emily has also written for Refinery29 UK, Stylist and HuffPost, Campaign and Creative Brief on the topics of work, love, dogs and life.

how to summon emily

If you were to summon Emily with a salt circle and only five items, you could do so with a Border Terrier, a bag of salt & vinegar Discos, Fleetwood Mac’s ‘Rumours’, a gift voucher for Anthropologie and anything by Nora Ephron. You could also send her an email.

What People Say

All her writing is rewarding to read. She just gets a brand’s tone of voice, and her personal work is full of her personality: funny and fabulous.

Vikki Ross, Copy Chief

Emily is the most accident-prone person I’ve ever met. It’s genuinely amazing she’s still alive.

Tom Powell, Head of Copy at Proximity London

I could not think of a better person to collaborate with. It could be a project for snail food and I would still have fun creating something with her that I know would be thought-provoking, insightful and brilliant.

Elspeth Hoskin, Freelance Senior Designer


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