Introducing the voice behind the enigma that is Cat Wall.

Cat Wall is an independent copy director based in Naarm, and the woman single-handedly responsible for writing a headline so good I purchased 3 lasagnes that i did not need and some of Australia's most distinct and celebrated brand voices such as Dinner Ladies, Nala, Good Pair Days, Tsu Lange Yor.

Oh, and a metre-long hotdog. Yes, really.

Cat made the rather unusual switch from designer to copywriter on the back of a creative director saying "just give it a go" — and she hasn't looked back since.

We also go behind the scenes on Cat’s writing process — and yes, I asked her about twenty-one questions about it.

Like, why is it important to say the quiet thing we’re all feeling out loud? How do you still say it beautifully when you only have three to eight words?

And how do you name a metre-long hotdog and write toilet product copy in the same 8 hours without the brand voices blurring together?

We tackle the age-old question every studio wrestles with: When is the right time to bring a writer into a project? And, of course, we address the AI-sized elephant in every writer’s room.

Cat is truly one of a kind, and I’m so grateful she shared so openly in this episode. I hope everyone listening walks away with a deeper appreciation for the craft — and the emotional depth — behind the words writers pour their souls into to make people feel something about brands.

This episode is for every writer, every creative, every person who has ever felt like they have nothing worthwhile to say.

Cat gets it. And I think after this one, you will too.

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