Copy & Paste

Under The Skin: Samara Ullmann’s Instagram-glam food


Samara Ullmann

Samara Ullmann


With an obsession for food and social media, it’s no surprise that our Senior Account Manager, Samara Ullmann’s Instagram feed is jam packed with delectable dinners. Here, Samara shares her passion for food and filters…

Despite being probably the smallest person in the agency, it’s safe to say (and I am sure my colleagues would agree, Darren) that I do in fact have one of the biggest appetites. We’ve all heard the famous saying, ‘live to eat’ or ‘eat to live’, well; you only have to look at my Instagram feed (see what I did there) and my involvement in the TK burger challenge to see that it’s very obvious that I in fact, live to eat.

My passion for food, but in particular my passion for Instagramming food could very nearly be on the verge of an unhealthy (they just keep coming) obsession. Whether it’s a big, juicy burger bursting at the seams, a healthy (ish) salad, or a simple but yet totally underrated plate of Heinz spaghetti on toast, you’d be hard pressed not to find it on my Instagram.

The culture of snapping before snacking has definitely changed the way in which we view food. Restaurants and cafes now openly encourage and incentivise customers to snap and share their food delights, so it’s no wonder we’re now seeing credible press like The Telegraph writing features on the top 10 food accounts to follow on Instagram.

Now, I can only aspire to be as creative with my food and filters as these folk, but I don’t think I’m too far off…. am I?

Samara Ullmann Under The Skin


Migrating south from Leeds to London


Olivia Thew

Olivia Thew


Since opening our London office back in May, the whole TK team has been excited about the opportunities the new office has created, and none more so than Marketing Senior Account Executive, Olivia Thew who’s the first Leeds TK-er to relocate to the capital for a taste of London life.

London may be known for its packed tubes, crowds of people and long commutes…but I can’t think of anywhere else I’d rather be. After living in Leeds for the past six years and being in the north for the past 10, I fancy a change of scenery, and what better change than a move to the most cosmopolitan city in the world.

Don’t get me wrong; I’m going to miss Leeds, especially the colleagues that have become friends at Turn Key. I’ll also miss the ten-minute stroll to work, which will soon become a 45-minute commute made up of one train and two tubes (ouch!).

Having worked on numerous London-based accounts over the years, to be working from the new Turn Key office in the gorgeous surroundings of Clerkenwell feels like an amazing opportunity that would be impossible to turn down. I’m ready for new challenges and cant wait to get stuck in to new projects.

With my life in Leeds coming to an end, at least for now, and London navigation apps downloaded, I’m excited to head down south for the next chapter!

Oliva Thew


Online copy: writing for a digital reader


Lauren Turner

Lauren Turner


Any marketer, PR professional or Digital expert worth their salt knows that content is king. Here at Turn Key, we understand the importance of copywriting techniques for every medium. Here are our PR Account Manager and TK copywriting expert, Lauren Turner’s top tips for writing for a digital reader.

All content requires copy, but not everyone knows the key differences when it comes to writing for various mediums and audiences.

Although copy is there to engage, illustrate and explain, writing for an audience online is a completely different ballgame to writing for the likes of printed media or marketing collateral.

Challenges faced online:

The key thing to remember with online audiences is that attention spans are extremely short. For example, think about the last time you went searching for information on Google. Did you read every single sentence on each web page? Probably not. Did you possibly read the headline, and then boycott the entire page after deciding it wasn’t relevant? Very likely. These are common problems faced by brands online, and there are a few simple steps you can take to instantly improve the effectiveness of what you’re trying to communicate.

The golden rules of online copy

• Explain your page

Your audience should be able to immediately understand what your page, (or blog post), is about as soon as they land on it, so ensure that your title and opening sentences are clear and concise.

• Make it ‘scannable’

If you skimmed over your page would you be able to find the different sections and points of information easily? If not, you might want to rethink your structure and headings.

• Simplify

Long sentences with long words may look impressive, but when it comes to writing for web it’s been proven that short, sharp sentences are best. Keep your English plain so your audience can understand it.


Don’t cram your copy full of keywords. Keep your page style ‘natural’ and reference your key point a couple of times where it fits – that’s all that’s needed.

Lauren Turner

Apple finally goes responsive


Turn Key

Turn Key


Last week saw the long-awaited announcement of the new Apple Watch and the iPhone6.  Here Senior Web Developer, Myke Davis talks about another Apple revelation that’s probably its biggest development to date…


The Internet went into frenzy last week as Apple announced the new ‘ground-breaking’ Apple Watch, the iPhone 6, and the iPhone 6 Plus.

However what you might not have heard, amongst all the watch and iPhone excitement, is that Apple also deployed a pretty nice looking, fully responsive version of its website. Responsive websites adapt to the screen size they are being viewed on in an attempt to utilise smaller spaces and touch screens – this technique steps away from having different versions of a website for different platforms. From a development point of view this reduces costs and means less bugs can creep in and it also helps from an SEO point of view allowing URLs to be shared easily between devices.

Apple’s resistance to accommodating mobiles and tablets (its biggest revenue generators) has always been a bit of a mystery. Rumours have been rife that the technology giant prefers customers to use the official app to get their Apple fill, but whatever the reason Apple has now caught up with the rest of the Internet – which from a web development perspective shows just how important responsive design is.

And it really is important. The figures are pretty conclusive; 67% of respondents in a recent Google survey stated that they would be more likely to buy from a company that provides a mobile friendly website. Mobile/tablet traffic accounts for 30% of Internet browsing (this figure is predicted to increase significantly in the next five years) so it’s too large of a demographic to simply ignore. It doesn’t just stop at e-commerce either, 61% of respondents in the Google survey said they would navigate away if they did not find what they wanted quickly on a mobile site.

Whatever the website, from a one page landing site to a large e-commerce solution, responsive design can, will, and does improve your users’ experience which in turn improves the website’s impact on potential customers.




My M&S #FoodPorn Confessions


Carl Holderness

Carl Holderness


We’re all guilty of it, and now it’s time to come clean. Here, Designer Carl Holderness tells us his #FoodPorn confessions, and how M&S’ new campaign is making him do it…

Look around in a restaurant and you’ll usually find someone precariously perched over their table, holding their phone at an obscure angle to instantly snap and hashtag photos of their dinner whilst their food (and company) goes stone cold.

When visiting a burger restaurant it’s practically customary to take  ‘that’ obligatory shot of your juicy, meaty burger with cheese sauce and pickles oozing temptingly down the side of the glazed brioche bun, your basket of perfectly seasoned rustic chips placed (deliberately) naturally in the background – this, my friends, is #FoodPorn – and I’m guilty of it.

Thanks to M&S, #FoodPorn doesn’t end in restaurants anymore but with our gastronomic creations at home.  Roll back ten years to when M&S shook up the FMCG market with its iconic “It’s Not Just Any Food” campaign. We all started racing to our nearest M&S, bypassing the Grandma clothes, to grab our Dine In For £10 meal deals.

To mark the 10th anniversary of this, their most successful campaign to date, M&S is shaking up the luxury everyday food market again with a series of adverts that place a variety of delicious-looking food in elegant moving displays, from spinning lemons and crushing red berries to oozing chocolate desserts, all set against a refreshed clean and minimal brand with a symphony of sound from Clean Bandit.

In short, it’s beautiful and I love it. It moves the brand forward in a very clever yet simple way. No doubt there will be an army of imitators at homes across the country posting their M&S food creations to Instagram, resonating exactly why this campaign works so well.

I for one will definitely continue to feed my #FoodPorn habit.

If you haven’t seen the advert yet, check it out here


*Images courtesy of M&S.


Efficiency in web development: The Lazy Developers


Dave Walker

Dave Walker


Here at Turn Key, maintaining efficiency without compromising on quality is high priority, especially when it comes to our ever-growing Digital department. Sharing his expertise this week is Senior Web Developer, Dave Walker, as he talks about an intriguing concept of efficient ‘lazy developers’. 

Bill Gates was once quoted as saying; I choose a lazy person to do a hard job, because a lazy person will find an easy way to do it.”

In web development, so-called ‘lazy developers’ will always find the quickest, most efficient way to complete a task. That’s not to say the end result is any less of a completed product, more that the finished product is more concise and free from needless overhead. Ultimately the finished website is more maintainable and reliable for the client, which is exactly what we aim for here at Turn Key.

We use automated tools for deploying and testing website builds, increasing the team’s compatibility to work in an agile environment. We use cutting-edge web browser tools that instantly detect and load any changes, saving the time it takes to press the refresh button thousands of times a day. We even hacked our internal instant messenger software to speed up the tea round. The software now electronically nominates the next person in the team to make drinks with a simple “maketea” command (Steve Duffin it’s your turn)!

When it comes to web development, a small investment of time in the short term can save lots of time in the future and will continue to do so the more the work is re-used. The developers here at Turn Key apply this logic to every project we complete, maintaining DRY (Don’t Repeat Yourself) principles, which results in more robust and maintainable solutions for our clients.

We may only save minutes here and there by using these simple tools, but when you multiply these small chunks of time across a team of developers over a day, week, or even a year the time really starts to add up. Combine this with the confidence that these automated processes provide consistently high standards of performance, and you begin to understand the true concept of efficient, ‘lazy developers’.

Lazy Developers

The ice bucket challenge: social media activism’s watershed moment


Emma Streets

Emma Streets


Unless you’ve been without an internet connection this summer, you’ll no doubt have watched hundreds of videos of your friends, family and that girl you attended one university lecture with 10 years ago, pouring water over their heads. Here, PR & Social Media Director, Emma Streets talks about the ALS Ice Bucket Challenge campaign.

The ice bucket challenge took our summer by storm, filling our news feeds and newspapers, as global celebrities – Bill Gates, Donald Trump, Sir Richard Branson and Victoria Beckham to name a few, got involved.

Celebrity Ice Bucket Challenges

Starting out as a US-based campaign intended to raise money and awareness for the Amyotrophic Lateral Sclerosis (ALS) Association – the UK Motor Neurone Disease Association, its British equivalent, has also benefited from the spotlight, receiving £2.7m in just one week this August. Water Aid and Macmillan Cancer were also name-checked as causes for donations.

The numbers tell a great story – the BBC reports that between 29 July and 28 August 2014, ALS received $98.2m. Last year, this figure was $2.7m. To date, more than 2.4 million ice bucket-related videos have been posted on Facebook and 28 million people have interacted via uploading, commenting or liking these posts.

Facebook’s algorithms and features boosted the viral spread of the ice bucket challenge videos, as it began auto-playing videos in its News Feed feature this summer. Directly challenging others by tagging them also encouraged mass sharing, and getting the public to do ‘the ask’ part of the donation themselves – notoriously the sticking point for charities – was simple and powerful.

We’ve seen this before. The #nomakeupselfie campaign earlier this year saw women posting barefaced pictures of themselves online in return for donations. Cancer Research UK, (which did not start the campaign), raised £8m in six days and received 221,488 mentions on Twitter.

Good causes often end up being a collective of social media reflection. Yes, social problems continue even after you stop the videos, but by tapping into our culture of sharing our every move online, our desire to become involved – whether it’s motivated by building our own personal brand or by genuinely feeling like we’re making a difference – is translating into progress for the charities that strike gold with these virals.

So as this particular campaign fades, partly because we’ve reached saturation – literally – of the ice bucket challenge in the news cycle and also because we’ve moved on to the new series of X Factor, there’s a lesson here about the power of social media for the non-profit sector and yet more insight about our online culture.

This latest success highlights the opportunity that social media provides to reach an audience in a way that no other channel delivers. It’s personal, instant gratification. And ultimately charities gain income as a result of their 15 seconds in the limelight. Everyone wins.

See below some pictures of the staff here at Turn Key doing their bit for the charity.

Turn Key taking on the Ice Bucket Challenge



Introducing agile development to digital


Tom McCambridge

Tom McCambridge


As the digital landscape continues to evolve, so does our approach to web build projects, as we ensure we’re working as effectively as possible. Here, Digital Account Director Tom McCambridge talks about introducing agile development to the team here at Turn Key.

Typically, the process of building a website has been very sequential from specification, design, development through to testing and beyond – with various handover points along the way. While this has served us well for many years, at today’s pace, we need to become more flexible.

The need to visualise across desktop, tablet and mobile devices has also evolved the need for responsive design. Ideally we need a way to create style guidelines that can be easily translated across all devices and develop websites on a per-task basis – especially as web technologies and sitemaps become more and more complex.

This is why at Turn Key, we’ve introduced agile project management with a large e-commerce project that we’re working on at the moment. Put simply, agile embraces a much more iterative and collaborative workflow across departments, encouraging continuous improvement and making us faster and more flexible in our approach. It allows us to build the site with the usability of the end product at the front of our minds, developing certain modules and elements task-by-task.

Daily 5-minute scrum meetings ensure that everybody involved in the project is fully up to speed with what the team is working on and that any potential issues can be resolved efficiently. It also means designers are working much more closely with developers to ensure everything is consistent and seamless.

Agile development is a big step for the digital team and for Turn Key as a whole. This way of working cements our integrated approach to each and every project we are involved with, whilst moving us forward in pairing top-class creative with cutting edge technology – our ultimate aim.

Agile development

Under The Skin: Molly Kellett’s Make-up Masterclass


Molly Kellet

Molly Kellet


As part of our ongoing Under The Skin series, we’re delving into the personalities behind the professionals in our Leeds and London offices. Here, Finance Assistant Molly Kellett talks to us about her passion for make-up artistry, and how her hobby and job role make a – somewhat unlikely – perfect match.

My love for makeup began when I was around 14. I can still remember my first Avon ‘starter kit’ that my Mum gave to me at Christmas – it went everywhere with me!

I’ve never been a fan of the freckles on my face, so I used to try everything in my power to cover them up, and sooner or later I became fascinated by the different looks that could be created using just a few beauty products.

Once I started 6th Form, my passion for make-up grew significantly. I would spend my lunchtimes looking at new products launching online, and when I secured a job at my local pub I would spend nearly every penny of my wages on beauty products! Over the last couple of years, I’ve built quite the collection and it’s still growing.

I see make-up as an art. Knowing which shades will bring out your eye colour and which blush matches your skin tone for example, is a real skill. Make-up can make such a difference and that’s what I love about it. When applied in the correct way, it can sculpt the face and accentuate your features.

There’s also a lot more to make-up artistry than many people think, and it can be so interesting learning about tricks of the trade such as contouring – a trick that aims to make the face look slimmer and the nose appear smaller – which has been made famous by the likes of Kim Kardashian and Nicole Scherzinger. Another trick I love is to make your lips appear fuller by using two shades of lipstick. People are becoming more conscious about their appearance, and I think make-up is a great way of enhancing natural beauty without resorting to surgical treatments!

Although the factual, straight-laced and meticulous role I have as a Finance Assistant here at Turn Key may seem a million miles away from make-up artistry, being incredibly organised actually applies to the methodical way I might apply my beauty products. However, it is fair to say I love to show my creative side when working with make-up too.

Whilst completely different on paper, my job and my hobby somehow fit together perfectly. I get a real buzz out of obsessively organising my makeup (yes, really!), in exactly the same way that I hone my organisational skills in the Finance department here at Turn Key.


Molly Kellett Under The Skin


Team TK complete Tough Mudder


Jenny Taylor

Jenny Taylor


Anybody who’s heard of Tough Mudder will know it’s not for the faint hearted! Here, Digital Senior Account Manager, Jenny Taylor tells all about completing one of the country’s toughest obstacle races and how the TK team pulled together through 12 miles of mud…

In March this year, Business Support Executive Lucy and I took the plunge and signed up for a gruelling 12 mile obstacle race known as Tough Mudder. Whilst we attempted to rally the TK troops to tackle this almighty challenge, it seemed that we were the only two insane enough to give it a go.

A couple of weeks later Client Services Director, Mike Robinson was signed up involuntarily as a birthday ‘present’ (ha!) and Web Developer, Rob was persuaded to take on the mud too.

The course didn’t disappoint. If you’ve completed Tough Mudder, you’ll know you’ve never been as cold as when swimming through the Arctic Enema, a shipping container filled with ice. You’ll know that the (completely unavoidable) wires of the Electroshock Therapy deliver blows that feel like you are literally being punched, and you’ll know the utter exhaustion that hits you when you’re battling the mud and grease or scaling the Balls to the Wall obstacle. You’ll also understand all too well that throwing yourself off a 12 foot platform for the first time brings a whole new level of fear!

But you’ll appreciate the sense of accomplishment you feel when you work with your teammates and complete strangers to conquer the course. Tough Mudder brings a whole new dimension to the phrase teamwork, and I’m so glad I had my fellow TK-ers to pull me through.

Amongst the obstacles that tested your strength, agility, grit and camaraderie, the day was also filled with some serious fun. Sliding down the North Yorkshire Moors on the mother of all mudslides, losing your trainers whilst wading through the Mud Mile and laughing until we cried made us all feel like kids again. Adrenaline carries you through until you cross the finish line, where you‘re handed what I can only describe as the most beautiful thing in the world at that time… a nice cold beer!

This is one challenge I can certainly say I’ll be taking on again next year. I am without a doubt fully recruited into the ‘Mudder Legion’, so watch out potential Mudders, I’ll be coming for you next year!