Abbie Hughes


Northampton, United Kingdom
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Projects credited in

About me

I’m a young creative copywriter who has a strategic approach to do more than just deliver for a creative brief. I make tyres sexy; and make heartfelt gift-giving seem creepy; For more stalking opportunities, visit: My favourite past time is to people watch. Working behind the scenes in the bakery at Morrisons, hidden behind a hat and an apron has helped me live out my dreams of people watching and absorbing peoples habits (I promise I’m not a creep). Fuelling my curiosity and giving me one of many creative hats I possess to really understand target audiences and approach briefs with an interesting strategy. I love words and how the change or addition of words can completely transform the meaning of a sentence. Copywriting and Art Direction go hand-in-hand. But words tell stories. They’re the original form of telling stories and spreading news, from sitting around a fire to hearing a town crier, words inform people about their surroundings. Copywriting harnesses everything about advertising from storytelling to ideation. I love challenging myself, broadening my knowledge and adding more things to my to-do list, so I entered a 12-week advertising competition alongside my final year studies. Check out some of my work here:

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  • Copywriting
  • Teamworking
  • Presenting
  • Pitching
  • Strategy
  • Time Management

People I’ve worked with

Companies I’ve worked with

  • H

    Home Agency

    • D&AD New Blood Festival 2020

      D&AD New Blood Festival 2020

      • Events
    • G

      Gavin Willis Creative Marketing

      Work history


      Creative Intern

      Home Agency

      Nov 2019 - Nov 2019
      • Leeds, United Kingdom
      • Internship
      • Working on live creative briefs with clients ranging from Jet2City Breaks to Unibet. With the responsibility of creative scriptwriting and storytelling to ideation and copywriting. Daily meetings with Creative Director and Chief Creative Officer to discuss strategy and ideation.


      May 2019 - Aug 2019
      • Northampton, United Kingdom
      • Internship
      • Writing copy for a wide range of in-house projects: social media copywriting for clients, monthly blog articles, social media updates, informational SEO content and creating social media strategies to generate organic traffic. Proof-reading work, prioritising tasks to work accordingly to campaign schedules. Generating ideas, copy headline and body text for clients. Converting client needs into copywriting and communicating directly with clients to update them on progress. Produced copy and managed content calendar for clients. Working on previous clients, which were brands I wasn’t aware of, so I had to research and educate myself on the brand and their tone of voice, to devise a strategy and write copy suitable for the clients’ needs. Receiving direct client and Creative Director feedback and making appropriate amendments. Working closely with Planning, Account Managers, Creative Directors, Client Services, Art Directors and other members of the creative department to create and develop integrated advertising campaigns. Created and devised a social media marketing strategy in order to increase GWCM’s presence on social media. This included researching other agencies of the same status and analysing and reviewing their content and creating and implementing a 12-month strategy of copywriting, posts and tactics to remain present and vocal on LinkedIn.



      BA(Hons) Creative Advertising

      Leeds Arts University

      Sep 2017 - May 2020
      • Leeds, United Kingdom
      • ●Essay Writing: To help develop knowledge and understanding of copywriting and social issues within society. Developing organisational skills, preparation, initiative, working to a deadline, focus, presenting an argument, and research skills. ● Presentations: To help with the development of Microsoft Office and InDesign skills, public speaking, problem-solving, pitching skills, body language, being authoritative, telling a story to others and capturing the attention of a room. ● Group Discussions: To help with problem-solving, cooperation and communication with others to reach a shared goal. ● Group work: Working on cross-course briefs to better understand different crafts and our role together within the industry. Working in teams of Art Directors and Copywriters, to working on competitions for briefs with roles of Planning and Strategist. ● Student Ambassador: To help support and assist the Course Director with student interviews, which involves questioning the individual, assessing work and analysing the soft skills the individual possesses to see if they meet the course requirements. ● Modules: Live briefs, tasks and modules ranging from 1-hour briefs to 2-day briefs, to weekly briefs and ongoing 4-week modules, to help develop time management skills and to further develop research, ideation, creation, pitching, critiques and presentation skills across different periods of time. Modules help to further develop the ability to produce primary research, by talking to strangers, analysing businesses and interviewing independent business owners to uncover a unique insight to develop into a creative strategy to create an advertising campaign.


      Foundation Diploma in Art and Design

      University of Northampton

      Sep 2016 - Jun 2017
      • Northampton, United Kingdom
      • ● Briefs: The ability to explore myself as an artist by writing my own briefs and creating personal work. ● Studio practice: To develop, learn and refine skills in print, photography, photoshop mixed media and many more. ● Analysis: To discuss, critique and assess the work of peers. ● Lectures: To develop my theoretical and historical understanding of the practice to help influence my own styles and techniques.



      Most Likely to be Running Their Own Agency in 10 Years

      Leeds Art University

      • The Dissertation Sensation Awards A little bit of fun and an excuse to have drinks and celebrate the handing in of our dissertation. This award was among many awards given out during the evening. But if you want to win one, you'd probably want to bag this. And a few gins.