Donna Sørensen joins Very Meta

So here is some exciting news for you. 

Very Meta is no longer a freelance studio of one. That’s right – today I can officially announce, like some kind of reverse Spice Girl, that one has become two. Not only that, Very Meta is going global. Because I’m being joined by the fantastic Donna Sørensen, formerly Senior Content Manager at VisitDenmark and now my freelance partner in crime.   

Two content specialists. Two countries. One brand. It’s the future. 

Having known each other for absolutely ages, I’m over the moon and completely cockahoop about teaming up with Donna. We’re trying something different and doing it in a rather challenging time. But it’s going to be great.

We couldn’t quite work out who should do this exciting launch post, so we thought we’d go all meta (very!) and turn it into an interview. The next bit you’ll read is a question. From me. To Donna.

What the hell are we doing?

We’re evolving, that’s what! 

From cheerleaders in each other’s professional game to full-blown business buddies. Sparring partners. Two-legged racers. Mixed doubles partners… OK. I should rein in these sporting metaphors. But that just shows how pumped I am that we get to learn from each other and hopefully do great work together. 

Very Meta is now officially a content studio, where we can offer our combined strengths to a wider range of clients in Scandinavia and the UK. It’s like Very Meta before. Just even more meta. MEGA meta. 🐲

What brilliant content skills do you bring to the yard?

While it’s my milkshake first and foremost, I’m also bringing years at the helm of some large channels with a bit of oomph behind them. 

Creating and distributing all sorts of content to millions of people each month meant I got to develop, learn and ultimately build a more nuanced understanding of what great content feels like.

Since going independent, I’ve been helping companies define and execute a more unique tone of voice. All in all, it’s been fascinating to explore what makes people tick online and what makes them scroll harder. 🤏

Who have you worked with before?

I started out in the publishing industry and I loved my time hobnobbing with literary legends. Did I ever tell you that I once had a beer with Seamus Heaney? Well I DID. And I also took a selfie with Jedward. This was outside of work, but definitely worth mentioning in this piece about our new business. 

When I moved into tourism, I got to work with loads of interesting people and destinations, including Jesse Desjardins, the digital guru who turned Tourism Australia into the social powerhouse it is now. 

In terms of brands, I’ve created content for Red Bull, Eurovision, DreamWorks Animation, Expedia and Scandinavian Airlines to name but a few. And I even caught Pokémon on Ipanema Beach in Rio during the Olympics. For work! 🏖

And what are you working on right now?

Well, while I know you’re currently busy doing your business in the UK for Good Things Foundation, FutureGov and Frankly Green + Webb, things are actually rather busy here in Copenhagen too. 

I’ve already had the chance to work with some big names in Danish pharma (who I can’t name because, you know… top secret) as well as Specsavers and other interesting clients and digital agencies.

I would like to mention a fabulous client which is, like many of your clients Iain, really making a difference in the world. I’m working with EcoTree, a green tech company that’s revolutionising the way people engage in environmental action. In other words, they make it pay. It’s exciting stuff! 🌳

Shall we do another podcast together? 

Of course. We’re both either starting or approaching our 40s. It’s an unavoidable genetic urge. (I’m also one of those people who downloaded TikTok during the coronavirus lockdown and I’m now completely addicted. But then social video content is my bag, baby, so I absolutely have an excuse.) 

In all honesty, I’ve really missed our Write for Your Life days and all the writers we got to meet through our weekly conflabs. I’m ready to talk again. About writing and producing content for fun and for food. I just know, though, that the sweet little xylophone I used to introduce our segments on our old podcast is going to be forced out by the giant Casio keyboard you bought during lockdown. 

Guess that’s just progress. 🎙

Any other biscuits? 

I already managed to weave the word hobnob into this piece (twice now). That’s probably all the biscuits this interview can take. 

I would just like to finish off though by saying this. We are very far apart. You’re working away in your Sheffield shoffice. And I’m perched on a mezzanine home office near Copenhagen. Yet even though we’re working on separate projects right now, it’s amazing how easy it is to feel connected to someone and united in your mission, if you have the right set up. 

I’m excited about exploring what we can contribute to the industry together. And thanks for asking by the way. About it all. And ‘Huzzah’ for Very Meta! 🇬🇧🤝🇩🇰

We should tell people how to get in touch

Yes! Wherever you are in the world, you can email donna@verymeta.com to talk about new projects or other exciting information. You’re iain@verymeta.com of course, too. 

Then there is the socials. We have our currently underused but soon to be, erm, more used Twitter account, which is @verymetaHQ. And you can find me on LinkedIn (Donna), you (Iain) on LinkedIn, and even Very Meta itself on LinkedIn. Why not follow all of us everywhere all of the time?