Nick Asbury: The Writer, Purpose Critic and Creative Force Behind Asbury & Asbury
Nick Asbury is a renowned British writer and creative thinker, best known for his sharp critiques of branding, his witty projects, and his thought-provoking contributions to advertising and design. With over two decades of experience, he has built a reputation not only as a copywriter but also as a cultural commentator who challenges conventional wisdom in marketing. Through his company Asbury & Asbury, which he runs alongside his partner Sue Asbury, he has worked on projects that combine words, design and social commentary in unique and memorable ways.
In this article, we will explore Nick Asbury’s career, philosophy, achievements and creative projects, painting a full picture of a writer who continues to shape conversations in branding and beyond.
Early Career and Foundations in Creativity
The Beginnings in Creative Industries
Nick Asbury began his professional career in the late 1990s. Between 1997 and 2002, he worked as Managing Director at Other Creative, gaining invaluable experience in managing creative teams and working with brands. This early phase helped him refine his skills as a communicator and laid the groundwork for his later independent ventures.
Founding Asbury & Asbury
In September 2002, Nick co-founded Asbury & Asbury Ltd in the United Kingdom. Alongside Sue Asbury, an artist and designer, he embarked on a long-term partnership that has spanned over twenty years. Their collaboration bridges words and design, resulting in projects that are not only commercially effective but also culturally significant.
Nick Asbury the Writer
Creative Writer for Hire
At the core of Nick Asbury’s work is writing. He has consistently described himself as a “creative writer for hire,” offering his services to agencies, brands and institutions looking for words that go beyond the ordinary. His portfolio includes advertising, brand campaigns, and creative texts that capture attention and provoke thought.
Purpose Critic
One of Nick Asbury’s defining roles is as a critic of so-called “purpose-led branding.” In his book The Road to Hell: How Purposeful Business Leads to Bad Marketing and a Worse World, he argues that when companies overclaim their social or moral purpose, they often produce inauthentic marketing and invite public scepticism. His critique has been widely discussed within the branding and design industry, positioning him as a leading voice on the dangers of misusing brand purpose.
Published Works and Projects
Books and Contributions
Nick Asbury has authored and contributed to several influential books. These include:
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The Road to Hell – A sharp critique of purpose-driven business models.
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Perpetual Disappointments Diary – A humorous take on everyday life, published by Pan Macmillan.
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Smile in the Mind – Co-written with Beryl McAlhone, this is a celebrated book on wit and creativity in graphic design, published by Phaidon.
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The Copy Book: How Some of the Best Advertising Writers in the World Write Their Advertising – Nick is featured among the world’s top advertising writers in this Taschen collection.
Realtime Notes
One of his most remarkable projects is Realtime Notes, a series of short poems written in response to current events over three and a half years. This project showcased his ability to combine speed, wit and cultural commentary, turning everyday headlines into art.
Creative Collaborations
Through Asbury & Asbury, Nick has collaborated with Sue Asbury on projects that blur the line between design and literature. Their works often challenge conventions and introduce a playful, critical perspective on language, branding and society.
Experience and Career Timeline
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Other Creative (1997–2002): Served as Managing Director for five and a half years.
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Asbury & Asbury Ltd (2002–present): Co-founder and writer, continuing for over 23 years.
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2626 (2008–2011): Director of the creative group for three years, expanding his leadership experience.
This timeline reflects not only his longevity in the creative industries but also his adaptability to different roles, from manager to independent writer and cultural commentator.
Nick Asbury’s Philosophy
Challenging the Norms of Branding
Nick Asbury is widely respected for questioning mainstream ideas in advertising. He has consistently highlighted how the obsession with “purpose” in branding can lead to weak messaging and consumer distrust. Instead, he advocates for human creativity, honesty and wit as the true drivers of meaningful communication.
Creativity as Resistance
His work often portrays creativity as a form of resistance against clichés, corporate jargon and hollow branding. By using poetry, satire and critical essays, he demonstrates that writing can simultaneously serve commercial needs and challenge cultural norms.
Recognition and Influence
Industry Recognition
Nick Asbury’s inclusion in The Copy Book by Taschen is a testament to his influence among the world’s top advertising writers. His writing has appeared in numerous industry publications, and he is often invited to speak at conferences, where he shares his insights on branding, creativity and the role of writing in design.
Influence on Writers and Designers
Beyond his published works, Nick Asbury has influenced a new generation of writers and designers. His approach encourages others to think critically about the words they use, the brands they represent, and the ethical dimensions of communication.
Personal Approach and Ongoing Work
Nick Asbury continues to write prolifically, not only for clients but also for his own platforms. His Substack newsletter provides reflections on writing, branding and culture. This ongoing engagement ensures that he remains at the forefront of discussions in both creative writing and branding.
Conclusion
Nick Asbury stands out as more than just a copywriter; he is a cultural critic, a satirist, and a creative mind whose work bridges the worlds of branding and literature. From his early career in agency leadership to his long-standing role at Asbury & Asbury, he has consistently pushed the boundaries of what writing can achieve. His critiques of brand purpose, his innovative projects like Realtime Notes, and his acclaimed publications all highlight his unique position in the creative world.
For those interested in the intersections of writing, branding and cultural critique, Nick Asbury’s career offers a masterclass in how words can both serve commerce and challenge society.
