Lucy Kough

Creative Director

BMF Australia

Appearing at State of Social ’23

Workshop

SESSION DETAILS

Tamers, Teachers and Traffic Police
Despite its dynamic reputation, digital media creates some of the most intimate connections customers experience with a brand. What should we say? And how should we say it? In every interaction the language we use can pull customers out of the wild, educate with interest or point them in the right direction to act. Knowing the difference makes all the difference to their relationship with your brand. This workshop with BMF’s Lucy Kough offers a framework to write powerful and purposeful copy for any marketing task. Bring your imagination, some paper and be prepared to wear different hats.

Lucy believes creativity can solve anything. She has spent 20 years helping some of Australia’s biggest brands solve problems great and small, through the power of transformative business ideas.

For Lucy, brand is everywhere people are. In every social conversation, advertisement, email, partnership, online transaction or product experience. She loves bringing creativity across the entire customer journey with the purpose of finding customers who ‘pay, stay and grow’.

In copywriting, strategy and creative director roles across both media and creative agencies, Lucy has helped reverse the road toll on regional NSW roads, turned casual newspaper readers into lifetime subscribers, helped bring sight to the third world and is currently empowering everyday Aussies to create better financial futures with their super.

Her work has been recognised at Cannes, Caples, ADMA and Effies.