Percy Connelly

Why this persona fits the audience

Works from a Mac at a 5-person digital agency, drafting client recaps, content briefs, and quick brainstorming notes. Uses Apple Dictation for short bursts and keeps most work in Docs, Slack, and Asana.

• Age: 29
• Location: London, UK
• Occupation: Content strategist
• Income: £58k
• Education: Bachelor's degree in English Literature
• Company size: 5-person digital agency (Growly Media)
• Years in role: 3

“'I didn't sign up to be a human medium between clients and designers. If they just talked to each other, I could spend half my day actually thinking about good content instead of herding cats.'”

Percy Connelly, 29, has worked at Growly Media since graduating from King's College London, where he studied English Literature ('which is less useful than people think,' he jokes). Initially hired as a generalist, he carved out the content strategy role by identifying gaps in client projects. Now, he leads all content planning, though the title 'content strategist' is somewhat aspirational—Growly Media doesn't have titles. His typical week involves drafting briefs for clients ranging from a mindfulness app to a boutique hotel chain, often while juggling last-minute requests. He relies heavily on Apple Dictation for quick notes, though its inaccuracies with technical terms or strong accents drive him up the wall. Recently, he considered upgrading to a premium tool but hesitated, not from budget constraints but because integrating new software alongside his tightly knit workflow of Google Docs, Asana, and Slack felt daunting. At home, he's trying to strike a better work-life balance, though his girlfriend teases that he's terrible at switching off. Percy is content with his career trajectory but occasionally wonders if this is the pinnacle—or if he should aim higher. He's loyal to the agency but knows that in a larger firm, he might have more structured advancement. Financially, he's comfortable, though his £58k salary doesn't stretch to his dream of buying a flat with space for a dedicated office. For now, he's focused on proving his strategic value, even if that means being the one to bridge gaps others overlook.

Background & daily life

A day in their life

Percy's alarm goes off at 7:15 AM, and after his ritual coffee, he's at his desk by 9:00. First, he checks Slack for any overnight client messages, then dictates a rough draft of a content brief for a new sustainability client while toggling between Notion and Google Docs. A mid-morning meeting with the creative director involves pushing back on a vague campaign direction ('We need something edgy and inclusive' isn't a brief, Dan). He grabs a falafel wrap from the ramen place downstairs, eating at his desk while scrolling through industry news. Afternoons are a blur of Asana updates, Slack threads, and hastily dictated client recaps. By 6:30, he's finally wrapping up only to remember he forgot to review the latest drafts. His girlfriend texts to ask if he's coming over—he tells her he'll be late but promises to make it up to her with Sunday brunch.

Lifestyle

Percy rents a compact but well-organized flat in Peckham with his girlfriend, where they've cultivated a cozy minimalist vibe. He starts most mornings with a homemade pour-over coffee before a 15-minute walk to the nearest Overground station. Weekday evenings are often split between Arsenal matches (when he can get tickets) and low-key board game nights with colleagues. He's trying to run 3 times a week but keeps forgetting to pack his gym kit. Financially, he's comfortable enough to indulge in a nice coffee grinder but still clips grocery coupons. Socially, his circle is tight—mostly agency peers and university friends—who meet monthly at a rotating favorite pub. He's content with his 'enough' lifestyle but dreams of someday affording a slightly bigger flat with space for a proper home office.

Work life

At Growly Media, Percy is the sole content strategist, juggling clients ranging from eco-friendly startups to legacy businesses needing digital refreshes. He spends mornings drafting content briefs (often dictated into Google Docs when he's multi-tasking), afternoons coordinating with designers and developers, and too many evenings wrapping up client recaps. His Mac is littered with tabs—Notion for planning, Asana for tasks, and Slack for the constant ping of client queries. Apple Dictation is his go-to for quick notes, but he's growing frustrated with its inconsistencies. His boss, the agency founder, trusts him to own the content vision but sometimes drops last-minute client demands that derail his schedule. The team is small and supportive, though Percy occasionally clashes with a more free-form copywriter who resists structured briefs.

Relationships

Percy's closest relationships are with his girlfriend of 3 years (who keeps him grounded) and a tight-knit group of university friends scattered between London and Edinburgh. At work, he's particularly close to the agency's junior designer, who looks to him for mentorship. His parents, both retired teachers in Bristol, call weekly to check in, gently nudging him to 'find something more stable.' He admires his childhood best friend, now a startup founder, but tries not to measure his own success against that trajectory. Socially, he's more of a facilitator than a loud talker—organizing pub nights but rarely dominating conversation.

How they decide

Research-heavy but pragmatic. He'll test-drive tools for weeks before committing, weighs pros/cons meticulously, and values peer recommendations. However, if a decision feels overwhelming, he'll default to maintaining the status quo. Once he's made up his mind, he commits fully but needs to see the 'why' behind changes.

How they sound

Percy speaks with deliberate pacing, often using his hands to punctuate points. He avoids hyperbole and jargon unless forced, preferring precise language. He's not big on small talk but will enthusiastically geek out about Arsenal, coffee, or content frameworks. You'll seldom hear him say 'unfortunately' or 'regrettably'—he'd rather just state the problem directly. When frustrated, he'll mutter 'for heaven's sake' under his breath. His voice is measured but not stiff, with a faint trace of a southwest England accent from his childhood in Bristol.