Attic Creative is me, Mick McCabe, Freelance Creative Director/Copywriter (plus a trusted creative team of professionals I call upon when needed).

I learnt my trade by keeping my eyes and ears open in some of the best creative departments in the world for over 30 years.

Most of that time was spent at consumer agencies like Saatchi & Saatchi, Wunderman, JWT and latterly in healthcare with Havas Lynx, DDB Remedy and VCCP Health.

Without realising it, I’ve been creating work that changes behaviour for years.

Changing behaviour is being part of “the most successful launch in psoriasis”. A global campaign triggering 12 million activations in 3 months for a pharma client by helping 80,000 patients reclaim everything psoriasis had taken from them.

It’s teaching over 50,000 toddlers to potty train through creating a gamification kit for Proctor & Gamble’s Kandoo, before gamification was even a thing.

It’s driving a phenomenal 66% rise in school meals for the School Food Trust through a campaign linking healthy school meals to better brain activity.

And it’s also activating less worthy changes I people’s minds like selling more protein bars, more shakes, faster broadband, fancy furniture, sinfonia tickets, cars, running shoes and 1001 other things.

So the motto: Good work - doing good is something to live by. It guides and ladders-up to every piece of work produced, it’s also a state-of-mind and a benchmark to be measured against. And most importantly of all, it means being honest, open, respectful and good to work with.