Meet Mads, our copywriter and strategist
Who are you?
Hello, I’m Madeleine (Maddie, Mads, Madso etc).
I grew up in the leafy suburbs of Naarm/Melbourne’s north-east, where my siblings and I climbed trees, watched Teenage Mutant Ninja Turtles, and routinely broke into our own house through a very narrow and very high window because we didn’t have a key.
These days, I spend a lot of time with my husband, getting our two kids snacks and then picking those same snacks up off the floor because they didn’t want them even though they specifically asked for them. I have a key now, though.
I love that first coffee in the morning, the first glimpse of the beach after a long drive, and the opening chords of an album I haven't heard in years.
What do you do at Liquorice?
I’ve been a copywriter and strategist at Liquorice for over five years. My role spans brand and content strategy, design research, copywriting and editing, content creation, social media management, a bit of SEO and even some design and illustration.
I’m definitely a generalist, which means I have broad knowledge and skills in many areas (as opposed to specialising in one or two areas). This makes me a good problem solver and big picture thinker, and I love helping clients and team members find creative solutions and fresh perspectives. I'm up for pretty much anything – I even wrote a jingle once.
How did you get here?
I studied Communication Design at RMIT and was lucky enough to land a job straight after graduating. Although I was a designer, I quickly found myself excelling at the copywriting and creative strategy part of projects.
After taking a break to become a mum, I worked with the brand team at Liquorice on one or two freelance projects before they asked if I’d be interested in joining the team permanently. It was an easy question to answer.
What's the best thing about working at Liquorice?
I think it’s the culture. It’s not just that the people are great, it’s all the peripheral stuff. It’s the way that new starters get a standing ovation at the end of their first day. It’s the weekly quiz, and how we’ve never got a perfect score even though we basically cheat (I don’t understand it either). It’s Alimentari lunches and mysterious squeaky noises in the office and niche emojis.
Having said that, the people are great, plus clever, talented, hard working, supportive, funny…
If you could learn one new skill, what would it be?
As a compulsive starter of new projects, I actually think it’d be better if I didn’t try and learn any new skills for a while. I’d prefer to get better at some of the things I’ve already dipped my toes into like playing guitar.
Where do you find inspiration?
Oh boy, everywhere. Music, movies, tv, books, art, craft, design, nature, gardening, architecture, photography, memes.
My big 3 at the moment are a band called Wednesday, a flower called a Cupcake Cosmos, and artist/designer Martcellia Liunic.
Tell us something we don't know about you.
Painting is my latest obsession, and I recently painted a piece for our UX/UI designer, Will, as a surprise birthday gift for his partner.
Got a question about brands, creative strategy or flowers? Get in touch, I'm always happy to help.