WORK-RELATED ME. I’ve spent the past six years penning lines as a copywriter. Right now, I work with the good people of Rufus Leonard 'Create Inspired Futures' for brands like Lloyds Bank, Scottish Widows, Halifax and British Gas. This means I help create beautiful, intuitive 'things' that make their customers' lives easier and more enjoyable. Before this I was aboard the WPP ship of Ogilvy Healthworld where, for three years, I created concepts and wrote copy on behalf of Nestle, GSK, Lundbeck and Bayer. I worked on leading contraception brands, global disease awareness campaigns and female health products. I worked for a year in-house at Centaur Media, where I wrote DM and got people to buy more copies of Creative Review, Design Week and New Media Age. I started my copy career at Chillisauce, the UK's leading Stag and Hen weekend organisers. Here I road-tested paintball sites, frequented strip clubs, propped up bars and wrote them up on chillisauce.co.uk. It was awesome, we had a beer fridge and ping pong table. If you were last in the office the morning after a big night out, you had to buy the whole office bacon sarnies. Genius. NON-WORK-RELATED ME. Colombian-born, have a Trinidadian mum, German Dad, grew up in Sydney and married an Armenian guy from Tehran. Live in London. Lived in Italy. Still call Australia home. Still call a duvet a doona. Still buy tinnies for this arvo from a servo. Love all things food-related. Last meal will definitely include pork shoulder, sticky rice, creme brule and a bag of salt and vinegar crinkle-cut crisps. Do a bit of food writing in my spare time.
I am the main writer (reporting into the head of copy) on Lloyds Bank, Scottish Widows, Bank of Scotland and Lloyds Banking Group. My main duties are working with the strategy and creative directors to set the tone of voice for the brands, creating brand activation ideas, writing headlines and long copy for web, brochures and mobile and leading tone of voice training sessions for the brand team and external agencies. Creative highlights: “Enjoy a moment on us” We were briefed to bring to life the idea that Lloyds Bank is ‘there for the moments that matter’. The ATL campaign focused on life’s big important moments, so we decided to complement this by celebrating life’s smaller moments, those little moments we get to ourselves. We brought an English country tea garden to stressed Christmas shoppers in four retail locations. Shoppers could sit, relax and have a free cup of tea courtesy of Lloyds Bank. “Brief Briefs” Aside from my client work, I am passionate about new business and new ways to get it. In April this year I teamed up with one of the senior designers and launched “Brief Briefs”, a proactive speed briefing and concepting session. Participation was voluntary and volunteers split into teams to answer a brief set by the planning department. We had one week to brainstorm, concept, present and shortlist our entries. At the end of the week we had five ideas to take to a client chemistry meeting. The client was impressed. The creatives loved the competitive nature and the chance to work with new people. The new business director loved that the work provided a great launchpad for discussion.
During my 3-month freelance contract at Harrods.com, I wrote product copy and editorial copy for all aspects of the Harrods.com site.
Principal duties: I use insight-fuelled creativity to inspire behavioural change in our clients’ audiences. Sometimes the audience is the general public who aren’t aware of the risk/prevalence of a certain disease, sometimes the audience is a patient who is reluctant to take their medicine, sometimes it’s the medical community who need to be made aware of exciting new scientific developments in their field of expertise. Creative highlights: “1 Mission 1 Million: Getting to the Heart of Stroke” An ‘industry first’ campaign that used crowdsourcing to raise awareness of atrial fibrillation and associated stroke. The year-long campaign was enabled by digital media and accelerated by social media and resulted in 32 community-driven projects in the field of atrial fibrillation and stroke being chosen by the public to receive funding (from a pool of €1 million) by Boehringer Ingelheim. Awards: 2012 Communique Award “Excellence in Digital Communication”, 2012 PR Week Award “Best Healthcare Campaign – Ethical or OTC” “Lean on Me” The first multi-channel depression awareness campaign to utilise a song as its basis and to specifically target friends and family to identify and encourage those with depression to seek help. For the first time in a healthcare campaign, an innovative facial recognition technology was utilised, the 'Friend-Clip', allowed users to share personalised 'Lean on Me' videos via email, Facebook and Twitter. Results: In a four-month post-launch survey, 63% of consumers who remembered the campaign said it made them recognise depression in a friend with 11% seeking help from a healthcare professional for themselves or a friend. “Idea Shop Health” Two colleagues and I pitched, project-managed and promoted the first-ever Idea Shop Health. We renovated and branded a vacant shop after inviting local businesses to send us briefs highlighting their current communications challenges. Each client was given a free 90 minute brainstorming session with Ogilvy staff. We also held free evening social media workshops to show how simple social media tactics can positively affect brand awareness. See how it all came together here: http://ogilvy.co.uk/projects/idea-shop/healthworld-idea-shop