Fresh Meat: Copywriter Layla Maciver

Layla Maciver is a copywriter and Creative Brand Communication graduate. She describes her style of writing as concise, evocative and innovative. Through her work, Maciver strives to communicate a message succinctly and create a lasting, impactful connection with the audience.

Tell us about your creative background – when and how did your passion for writing begin?

When I was a child, I had a penchant for reading which translated to a love of storytelling. I have always loved how words could transport me anywhere and engage my imagination. My avid reading inspired me to consider writing as a creative outlet. In high school, I had a passion for creative writing and the study of classic books and plays in English. Creative writing allowed me to explore my expressive side and play with language, the in-depth study of literary works allowed me to recognise the power of words and their significance. My love for debating enabled me to explore persuasive and compelling writing. By the age of 16 I knew that I wanted to pursue a career that involved writing and creativity.

Why was this field of study an option for you?

I chose to study copywriting because of my interest in how words can be used to persuade, influence and inspire people. I have always been keen on working in the advertising industry, specifically communication and how it evolves with modern media. I wanted to enter into an industry where I could help revolutionise methods of communication to create the most effective content possible. I would love to challenge traditional media by exploring new channels of communication, like guerrilla advertising and experiential marketing.

What are some of the topics you enjoy engaging with and why?

I enjoy topics that challenge stereotypes and aim to create positive change in society. I feel that when there is meaning and passion behind the concept, it produces meaningful and memorable content that can affect real change.

Is there a specific research and writing method you use? Can you explain why this is your preferred method?

When I am working on a brief for a brand I start with researching the brand’s identity and personality, as well as previous campaigns. I find that this provides direction in terms of the brand’s tone for communication, which is integral to my process as a copywriter. It also supplies information on previous communications — this helps guide my ideation for
various concepts.

Who or what are some of your influences?

I am influenced by brands that stay true to their brand essence throughout all communications. I find inspiration from brands that create their own trends and fresh outlooks on commonly tackled issues. I am also heavily affected by brands that leverage current affairs in a humorous way, as these executions often go viral and build brand image.

What are some challenges you have been faced with as a copywriting student?

A common challenge I faced is creating copy that is captivating in a modern world filled with advertising clutter. As a copywriter in 2020, I think it is important to create content that is relatable, current, and shareable. With the rise of many new channels through which we consume media, advertising is often ignored or tuned out. Copy is an important part of
campaign executions; strong copy can be the difference between an advertisement that is disregarded or celebrated. I try to be cognizant of this.

And what was your overall experience as a student like, what are some of the valuable lessons you learned along the way?

I have thoroughly enjoyed my experience at Vega. I feel that the subjects we enrol in prepare the students in a holistic way for the advertising industry. The most valuable lesson I’ve learnt is that teamwork is paramount to the success of a campaign. The collaborative projects taught me that the most unexpected and exciting concepts are generated through discussion, debate, and critical thinking with teammates. Something important I have learnt about myself is that throughout group projects I have often assumed a role of leadership and I thrive in this position.

Where do you see yourself in the next 5-10 years?

In the future, I hope to be in a career that challenges my mind and ignites my creativity. I would like to explore the advertising industry and engage in a way that utilises my leadership, writing skills, and innovation. I aim to find new ways of communicating in a globalised and changing world through writing. I would love to work for an agency that tackles social issues and creates striking campaigns that make an impact. A goal of mine
would be to reach the level of a Creative Director, as I feel the position is culmination of skills that I am honing throughout my creative journey as a copywriter.

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