When it comes to advertising, creative concepts are always going to be the main event, but some of the most rewarding briefs I've worked on are those that gave me a chance to flex my writing skills. Below are just a few examples of my copy and craft in action.
Manifestos
I’ve been lucky enough to work with a number of clients looking to refresh their brand or change their brand’s direction. This often required a manifesto to inspire them or crystallise the new direction in their mind.
Style guides
While at BWM, I worked with Nandos’s to help them transition to a new brand line and strategy. One of the biggest parts of this job was developing a new tone of voice and style guide for the team to use. Over a period of months, I worked with every member of the marketing department to create TOV best practice across all levels of comms.
Blogs
Early in my career I had the opportunity to work on Renault. While the creative component of the account primarily involved resizing global assets, the content team need help with their web copy. I jumped at the chance. The knowledge I learnt here helped me create work for clients like Haval, Honda and Toyota later in my career
SEO
While at BWM, we partnered with Arcadian Digital to develop keyword research and content planning to promote Citipower's solar energy services. As lead copywriter, I created a series of articles optimised with search engine keywords to increase traffic to Citipower's site.
Web Content
While working on the SBS's inclusivity campaign I was also responsible for producing the web content on their employment site. Developing clear and concise copy to promote the benefits of working at SBS.