My job during the day (as a copywriter), and what I get up to in the evenings (scribbling poetry) aren't too different. Both involve long hours in front of a computer screen, mugs of coffee, much head scratching and the odd cry of 'Yes!' And whenever a piece of writing comes together, there is an amazing sense of satisfaction.

The best copy is like poetry when it grabs our attention and doesn't let go. When it moves us. Shakes us up. When it sparks our synapses, becomes part of our brain chemistry. When we learn to look at something in a fresh and enlivening way, so by the time we've finished reading, we're not quite the same.

Here's a poem that I think does that brilliantly.

Chris Nield