Ken Williams

I started in local journalism. Being on an on-air presenter, producer and researcher for a radio station led to writing comedy and then ad scripts. That then led to copywriting which then led to screenwriting and directing.

I work in many teams on a weekly basis. I work in a copy/art team, a co-director team, an agency/client team, a writer/director team, a senior/junior team and a senior/CD team. Not to mention a husband/wife team and two father/child teams.

Each team has different nuances of course, and directing a film is different to pitching an idea is different to raising two kids but generally I try to approach them with the same openness. Being free to ask any question and voice any idea is the secret sauce for me. It's where all creativity lives.

Multi-city and multi-team, the relaunching the Diageo Bar Academy was an epic project. I was involved in ideation, tone of voice and UX copy.

I use emotive storytelling for film, playful headlines for print and social and short, snappy copy for web.

It's a good question because obviously every brief is different but I think my approach and starting point is always the same. I like to talk through the brief in detail and then write everything I 'think' about in word doc. From that doc, there's usually a few key ideas that I take forward into the project.

Reading is key to everything I do. I read everything I can about the brief and then set to work on an 'insight document', simply listing every way in I can relate back to the brief. I'll then whittle it down with the project team and develop the story of each chosen route and work with the art director to get ready for the pitch and presentation.

• Is this boring?
• I'm a big fan of pre-pitch pitches - saying things out loud in front of new people is a brilliant way of seeing the work in a new way.