About me
2006 – ISP Integrated Comms Award – Highly Commended – Transport for London – Everyone’s London campaign.
2006 – Field Marketing and Brand Experience Award – Most Effective Brand Strategy – Triple Velvet.
2009 – DMA Awards – Gold – COI Change4Life – Best Launch Campaign.
2009 – DMA Awards – Gold – COI Change4Life – Best Customer Acquisition.
2009 – DMA Awards – Silver – COI Change4Life – Best Direct Response Print Advertising.
2009 – DMA Awards – Bronze – COI Change4Life – Best Doordrop.
2010 – Campaign Big Awards – COI Change4Life – Best New Brand.
2010 – ISP Awards – Gold – COI Change4Life – Not for Profit/Public Sector.
2010 – ISP Awards – Gold – COI Change4Life – Consumer Award.
2010 – ISP Awards – Gold – COI Change4Life – Personal Responsibility and Wellbeing.
2010 – MCCA Best Awards – Gold – COI Change4Life – Best Communication Campaign featuring Direct Marketing.
2010 – Engage Awards – COI Change4Life – Best Direct Marketing.
2010 – Diageo European Brilliance Award – The Friends’ Share.
2010 – CRM Web Sales, NESTLÉ European Marketing Awards – Silver – Nescafé Dolce Gusto.
2012 – Chip Shop Awards – Best Public Awareness – COCAA – Magazine Perfume Tester.
2013 – DMA Awards – Gold – Best Use of Email – easyJet – Inspire Me Emails.
2013 – DMA Awards – Gold – Best Data Strategy – easyJet – Inspire Me Emails.
2013 – DMA Awards – Silver – Best Use of eCRM – easyJet – Email Programme.
2013 – Data Strategy Awards – Highly Commended – easyJet – Pre-Flight Emails.
2014 – Travel Marketing Awards – Gold – Best Direct Marketing – easyJet – Email Programme.
2014 – Travel Marketing Awards – Silver – Digital Marketing Campaign of the Year – easyJet – Inspire Me Emails.
2014 – Marketing Society Awards – Best CRM Award – Email Programme.
Projects
- ODEON – ‘ARNIE’While promoting Odeon’s new loyalty scheme, we decided to play with the perception of their existing strap line, ‘FANATICAL ABOUT FILM’, portraying members of the public who were obsessed with their favourite film. Our campaign included a national cinema ad, on-site promotional materials and a large online presence – and over a million people have joined the club since its launch.
- THE SINGLETON – ‘LONELY HEARTS’The tube is the perfect place for longer copy ads. In fact, they’re welcomed, as Londoners and tourists alike tend to stare straight ahead, avoiding eye contact. And since our target audience were 30+ urbanites who want to learn more about whisky, we were inspired by the multitude of dating websites advertised on the London Underground.
- EASYJET – ‘INSPIRE ME’A winner of many awards, including three DMAs, we cleverly used customer data throughout this campaign to prove that by offering customers personalised content, we could increase not only open and click through rates but conversion to booking their next flight as well. Rather than sit at the functional end of the travel decision, we connected with travellers while they were still in the consideration stages of planning their trips. We created a suite of emails that were easily cut along time of year, customer type, budget and departure airport. We tested the effectiveness of everything from using their departure airport in the subject line, to deep linking their preferences and having them pre-set when they clicked through to the Inspire Me tool on the main website. By joining the conversation earlier, using data that we knew would be recognised and relevant to them, we were able to deliver on our promise to make people feel every bit as important as the places we were taking them.
- LAGAVULIN – ‘THE BEST JOB IN THE WHISKY WORLD’Having shot many of the Diageo distilleries in Scotland and met most of the people behind the whisky, I knew there was no character quite as endearing as Iain McArthur. So, as an acquisition piece, we made sure that those who love whisky found out about this opportunity of a lifetime.
- TESCO – ‘THERE’S A REWARD FOR EVERYONE’Out of the millions of Tesco Clubcard holders in the UK, the vast majority use their points to get money off their shopping – and only a tiny percentage of savvy consumers are getting up to 4X the value of their vouchers with Clubcard rewards. So I scripted and co-directed this inspirational film to showcase the emotional benefits of rewarding yourself. Or your nearest and dearest.
- O2 – ‘BE THE FIRST’Being a member of O2 Priority meant, by their own admission, that you were bombarded with texts and emails offering deals mostly available on Voucher Cloud. We wanted to change that. As a loyalty scheme named Priority, it needed to be about getting experiences first. Hence, ‘Be the First’.
Work history
Senior Copywriter
I’m a senior copywriter who’s passionate about big ideas, communicated simply and effectively.
Skills
- Advertising
- Marketing PR
- Writing
- Copywriting
- Blogs
- Creative
- Social Media Marketing
- Conceptualising
- Content and Media Writing
- Copywriting