This month we talk to Anna Madsen, who is the director and copywriter of Anna Madsen Communications International Ltd

Tell us about the business

I run a communications firm, offering digital copywriting (writing marketing text) covering all communication needs for businesses; this includes emails, press releases, web text, corporate blog posts, advertising, social media etc. for retail, tech and the food/lifestyle industry.

I also specialise in content management (working as web editor) for websites and coming up with concepts for seasonal and social media campaigns. Current and former clients include Burberry, Amazon, Marks & Spencer, Net-a-Porter, Swarovski, Bicester Village, VOGUE etc.

What drove you to start the business?

Working in a full-time role in the fashion industry in 2018, I was made redundant during the peak of the retail crises. I loved my job as a Content Manager & Copywriter, but found it increasingly hard to find a new role that suited me, and businesses were not really recruiting in my field.

It was exhausting with the constant interview processes, and I didn’t want to have a gap in my CV, so I decided to start my own company. I offered copywriting, content management and retail consulting on a freelance basis.

This way, there was a “no strings attached”-benefit to businesses, and I could find work much easier with brilliant companies – through my own network but also with the help of creative recruitment agencies which connected me with businesses that needed my services with a short turn-around.

This new way of working also allowed me to increase my rate, work with multiple clients at the same time and work remotely; from a beach or in the bath if I so pleased! All I needed was my laptop. It felt empowering to be my own boss, and able to choose who I worked with and when. Being a person who’s not afraid of hitting the ground running, bringing in my enthusiasm for new or standstill projects and with a flexible, “can do” -attitude in general, it suited me perfectly!

Why did you choose The Accountancy Partnership?

I did my due diligence, and saw that The Accountancy Partnership was highly rated on various review sites online. Their fees seemed fair, and it was an easy process to join. Being new to bookkeeping, I also liked that one could ask “as many questions as you needed” to your assigned accountant, who was always happy to help.

What do you have planned for your business in the future?

Communication is an ever-evolving industry. It constantly changes how businesses speak to customers and vice versa.

I just finished a course in User Experience writing, by The UX Collective; a company that consists of professionals from Apple and Google offering training to communications professionals.

I am proud to say that I’m now ready to offer my “UX writing skills” to businesses as well. As we’re becoming more and more friendly with our phones and apps, it’s important to create great interaction, or “user experience” which doesn’t frustrate the user, making him/her abandon the journey before check-out.

The current COVID crises has proven devastating to many businesses in the communications sector as retailers scramble with budgets for marketing. On top of that, the government has completely refused to compensate directors of limited companies in a sufficient way.

My company is no exception to the rule, and I’ve had to work hard to reach international clients. I’ve turned to Sweden (I’m a Swedish native) and Holland which haven’t been as hard hit as the U.K, and thus have imposed fewer restrictions to people’s everyday life and businesses.

I am confident that my clients will return soon to start preparing their Christmas communications for their customers, which will be a “make it or break it” period this year for many retailers, in order to regain some of their loss in sales. I hope it will be a time when people will finally be able to gather, celebrate all that is good, and collectively put the stress and sorrows of COVID-19 behind them.

Learn more about Anna and view her portfolio on her website.