Creative Profile: Mickey Jones walked into the wrong lecture to discover her career in creative advertising

In this new feature, Creative Moment showcases creative talent from across the industry.

We will talk to new, young, up-and-coming talent, as well as established creatives who have a great story to tell of how they got to where they are today, and advice they might like to offer those starting out in the industry.

It's a chance to show-off some of the outstanding thinkers, creators and makers who are shaping the creative industry of the future.

My Story

Mickey Jones, copywriter and creative, Keko London

Born and bred in Vietnam, my mum dragged me halfway across the world to the quaint countryside in Shropshire, which is where I discovered my real knack for writing. Ironic, as English is my second language.

I was always creative as a child, with a particular love for music (fun fact: my aunt is a famous singer in Vietnam). I dreamt of being a film music composer but realised it’s not the most well-paid job. And when you’re from an immigrant family, choosing the 'professional' and financially stable career was an unspoken rule.

My exposure to creative advertising began when I walked into the wrong lecture.

I was at an open day at the University of Lincoln and was about to attend the marketing lecture when I got it mixed up with advertising. After being blown away by knowing I could write and come up with ideas for a living, I soon convinced my parents to give me a shot at my dream career.

Fast-forward one pandemic later, I got my first article published in two industry publications, attended Brixton Finishing School (where I made incredible connections and had THE best time ever with other under-represented talent) and started my first industry job at RAPP UK as a junior copywriter. Now I work on luxury clients like Moët & Chandon and Porsche GB at Keko London and sell dreams for a living.

What did I learn? I’d make an excellent actress since I could write about things I’d never use and talk to people I’d never meet in my lifetime.

Fake it till you make it never felt so true.

What piece of creative work, that you didn't create yourself, blows your mind?

The one that gives me shivers every time must be ‘Black & Abroad: Go back to Africa’ campaign by FCB/SIX.

They turned racist language into a line of power which complimented the product and audience massively.

Now that’s how you solve a problem.

Best strapline of all time?

“You’re not you when you’re hungry” - Snickers.

Simply genius.

If you weren't in the creative industry, what would you be doing and why?

Probably a lost soul in marketing or business if I did what my parents wanted me to do.

But I could see myself working in journalism as I really enjoy finding unique stories and capturing them on paper, as well as fighting for justice and the truth.

You can work for any brand: Which one and why?

Ben & Jerry’s because its tone of voice is bonkers, and I love what it stands for.

Plus, writing about ice cream is surely a mood-booster?

Bold client, unlimited budget, and a free pass to create what you want. What do you do?

*Flicks through notes of side hustle ideas*

As the UK started to experience more frequent and severe flooding, I began to imagine a future where this was a serious problem, should we not take global warming seriously.

That’s when it hit me.

We’re very aware about the dangers of fire and recognising fire symbols/prevention objects. But what if flooding was just as much of a problem as fire? How can I convince people flooding is a part of global warming and we must act NOW before it forms a dark reality?

You could change objects and signs associated with fire warnings to flooding. The green running man escape sign can be a swimmer. The fire extinguishers become life jackets and floating rings. You get the gist. By showing subtle but realistic changes, I want people to stop and think twice, e.g., why would you need a life jacket in an apartment not near water?

A fun brand to partner this with could be IKEA, where its show rooms could feature these subtle changes (plus they’re big on encouraging small sustainable changes). Or if a home insurance brand wanted to be nifty, play with copy in a fake contract to talk about flooding. Or it could be the fire emergency team themselves.