Under Iñigo’s mentorship, the Content Team brushed up on their writing fundamentals while also adding a few tools to their writing arsenal. One such example is thematic writing. Iñigo credits this particular style to the lessons he learned while writing for a department store.

“It (my writing) was for the launch of one of their food brands. They prepared set-ups for each type of cuisine,” Iñigo explains. “The copy I wrote had to be on-theme. That was really an eye-opener for me because I learned to write using different personalities, with different themes.”

That lesson certainly proved useful and the course it later inspired was a success. The ability to adapt to different requirements became a cornerstone of Iñigo’s team. Today, Frost writers are able to span the unbelievable spectrum of whatever needs a client project might have.

Like all jobs that require mastery, writing is not without its challenges and Iñigo was no stranger to challenging assignments.

“One of my projects back was the launch of a women’s wear brand,” he says. Iñigo remembers being stressed about it because it was going to be attended by members of high society. “Then the manager tells me a celebrity was going to host the event and I needed to write her spiels.”

“I had an aversion to celebrity types,” As a self-professed nerd, celebrities used to make Iñigo nervous. “I read about her in the society columns, and she was in all these trendy parties. Based on that, I didn’t think we’d get along.” The assignment was particularly rough because he needed to work closely with this celebrity host.

“On the day itself, I had to spend an hour going through the script with her. I was totally prepared to have a difficult time,” Iñigo confesses with a chuckle. “She turns out to be the nicest ever. We saw each other again and she greeted me first and remembered our project. She was really sweet. I learned not to judge people so hastily.”

When it comes to screening writers for the team, you don’t have to remind Iñigo to keep an open mind. As Content Director, his interview is one of the gates candidates have to pass in their application to Frost. His philosophy in hiring is maximizing the range of the team’s writing abilities and the key to this is curiosity.

Does a client want a fashionable and youthful vibe in their copy? We can definitely do that. Do they want something serious and academic? Easy. What about a voice that’s equal parts authoritative and approachable? Yup, we can do that, too.

“In addition to having the writing chops, I'm also looking for certain personality traits,” Iñigo explains. For him, it’s not just about being a capable writer. If you’re looking to become a Frost writer, a firm grasp of the basics is only the start. “I want someone who is curious. I want to meet someone who's excited about the challenge, someone who wants to learn how to write even better.”

Curiosity is the cost of admission to the team but it’s not the only thing that’s needed. Iñigo also believes the passion that fuels that curiosity to be critical. “I’m excited to meet people who are fascinated by different cultures, subcultures, themes, and fandoms. Just people who are excited about stuff, and have strong opinions about stuff. Someone who will get offended when you, for example, assume their Hogwarts house incorrectly.”