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I hate to break it to you. It’s never about the magic of Christmas. It’s about the magic of marketing – or branding, to be precise (but I’m a sucker for a dollop of alliteration like I’m a sucker for a dollop of cream on my mince pies).

One of the first essays I wrote at university – in the heady days of the early 2000s – was a study of the differences between email and letter writing styles. It all hinged on the shift to a more flexible, informal approach. It seems quaint to think about it, now that many of us spend more time bashing out social media posts and instant messages than we do crafting thoughtful emails. (And remind me, what is a letter?)

You might think that when I close my laptop after a long day I simply switch off. But, as I’m sure is the case for many creatives, outside of work I often find myself thinking about ideas for side projects and not always devoting enough time to bringing them to life. But I think we owe it to ourselves to make time to express our creatively.

Saturday saw England kick off their RBS 6 Nations campaign against France at Twickenham. I was lucky enough to be one of the 81,902 people in the crowd. I was even luckier that I was one of the 100-odd people attending as guests of Accenture, the Championship’s “Official Technology Partner”.

Last week, while walking to work, I passed a schoolgirl who had stopped by a patch of daffodils in a garden on her way to school. She bent down, reaching out to grab one – no doubt, I thought, wanting to rip it from its grassy home, fasten it to her backpack, place it in her hair or to give to a friend.

Recently Lou and I attended the Copywriting Conference 2015 and one of the sessions really stood out for me. It was all about swearing. And how we don’t do enough of it in our marketing. Interesting subject, I thought, because of the very fine line between being crass and being clever. Get it wrong and you cheapen your brand. But get it right and you can achieve real standout. This got me thinking about the value of swearing, why we do it, what we hope to achieve and its overall impact.

It’s not often you find yourself in a room packed to the rafters with copywriters. So Lucy and I were pleased to find ourselves among the word nerds attending this year’s Copywriting Conference at London’s Haberdasher’s Hall on a sunny October day last week.

Standups, scrums, and sprints – some of the terms used in Agile methodology make it sound more like a competitive sport than a collection of software development principles. The term Agile (with a capital A) emerged in the mid 1990s and was cemented in 2011 with the creation of the Agile manifesto, where developers set out the principles that underpinned the way they thought software should be created.