I was lucky enough to work with Emily at Freddies Flowers, and promoted her from Head of Copy to Head of Brand, deservedly so.

Within a very short time, Emily had taken the brand research and turned it into a pithy position, "To Brighten More than Homes", that reflected the business ambition to build a long-term emotional connection with the brand. This was supported by the brand framework and message hierarchy (Fred's Shed) and embedded in the business, across marketing, product, CS, and styling, as the north star for communication, proposition development, and product features.

With Emily's experience in leading creative agencies, we were lucky to utilise her copywriting skills with the development of our first above-the-line campaign for Mother's Day, "Mothers and Others", reflecting this important seasonal moment for floral gifting, but sensitively broadening the appeal of the creative to recognise, all the significant mother figures in our lives. As a result, we sold out of boxes of flowers 48 hours early!

Em is a box of creative treasures, highly brand literate (especially in D2C), and a great team player...with lots of laughter in between!

“So Em. Fast-talking, fiercely bright, fantastic writer. But that's just scratching the surface. Em has a genuine passion for words – words that are simply brilliant when she gets her hands on them. She writes with a wit, depth, capability and sagacity that continually astounds. She questions herself to get the very best work (and will question you too so you'd better be on top of your game). She can effortlessly change her style to suit the brief, knows her social media and can reel off writing influencers at the drop of a hat. And yes, she's really lovely, she's really collaborative, she's really creative and she's really funny (although not always intentionally). We were incredibly lucky to have her. There aren't many writers as all-round talented as Em, so if you get the chance, snap her up. Honestly, you won't regret it.”

“If ever you need to move a mountain, Emily is the first person to call. She is tenacious in all the right ways and truly devoted to her craft like no one else I have ever met. Her writing is an absolute delight, and she's the kind of copywriter who can deliver a brief that's 10x better than you imagined possible. As a colleague, she inspired me to work harder, think bigger and be nicer. I hope to work with her again someday but failing that I will definitely be queued up to buy her first book.”

“Emily is excellent. She’s a curious creative – always looking to learn. Like the time she came to my Copywriting Masterclass and afterwards, asked me to be her mentor. Or the time she used her annual leave to intern in the publishing industry. She’s hard-working too – always writing. Not just in her day job, but beyond it. She’ll spend evenings writing features and articles for major publications, and she’ll spend weekends writing comedies and plays. And 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.”

“I'm so glad that mine and Emily's paths crossed at Proximity when we were paired as a conceptual team for a Virgin Voyages project. She has a fantastic ability to take influence from everything around her in order to create beautiful work that is true to whatever brand she is working on. Her enthusiasm, passion, energy and self-confidence in her work is what makes her so great. 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. If you're looking for someone to understand your brand, then be able to push it in ways that people hadn't thought of, then look no further than Emily Ash Powell. She's one of a kind.”

“Emily is an outstanding creative. She brings the best energy to any team, a perfect mix of enthusiasm, ideas and integrity. If Emily puts to work her excellent craft of copywriting she does it with genuine care for your brand and what you stand for, as well as complete empathy for your customers and users. Superwoman 2020 is no joke, her work has real impact and she creates real culture that can’t be manufactured, making success wherever she goes. Every team needs an Emily, and if you’re lucky, you’ll get Emily Powell.”