Amy Taylor Creative / Copywriter | The Dots

Amy Taylor

Creative / CopywriterLondon, United Kingdom
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Amy Taylor

Creative / CopywriterLondon, United Kingdom
About me
Hello. I'm Amy, the kind of copywriter that gets a little bit cross when I spot a spelling mistake on a takeaway menu and a little bit jealous when I see a cool campaign I wish I'd worked on. Currently Creative Lead at Pink Squid, an award-winning creative agency specialising in people communications. Skills Conceptual ideas and copy craft. EVP and brand development. Strategy and positioning. Tone of voice and brand guideline development. Proofreading and editing. Pitching and presenting. Rapping entirety of Kanye’s Goldigga. Clients Deloitte, Nando's, Whitbread, Klarna, Boots, Travelodge, Byron, River Island, Costa, Premier Inn, Marriott, Legal & General, Asda, Debenhams, HCA Hospitals, Jaguar Land Rover, King, Pizza Express, Shazam, Webhelp, Yo! Sushi, Giraffe, STA Travel. Awards Webby Awards 2016 – Honoree (Websites) – King – EE 2016 – Best Employer Brand – King – Seriously Playful RAD Awards 2016 – Best Employer Brand – Costa – Bring your unique blend RAD Awards 2016 – Best Employer Website – King – Seriously Playful RAD Awards 2016 – Literature – Jaguar Land Rover – EMC Handbook RAD Awards 2015 – Employer Brand – King – Seriously Playful CIPD RMAs 2015 – Best Employer Brand – King – Seriously Playful CIPD RMAs 2015 – Best Use of Copywriting – King – Life at King The Drum RBAs 2015 – Creative Grand Prix – Jaguar Land Rover – Be the force The Drum RBAs 2015 – Best Campaign Commendation – Jaguar Land Rover – Be the force The Drum RBAs 2015 – Best Apprentice Campaign – Jaguar Land Rover – It all starts here The Drum RBAs 2015 – Best Use of Social Media – Jaguar Land Rover – It all starts here Skills London 2015 – Best New Exhibitor – Nando’s – The welcoming family AASL Awards 2015 – Best Use of Social Media – Jaguar Land Rover – It All Starts Here The Drum RBAs 2014 – Recruitment Literature – Jaguar Land Rover – EMC Handbook Awards to be announced... The Drum RBAs 2016 – Best School Leaver Campaign – Jaguar Land Rover – #jlrracetowin The Drum RBAs 2016 –Best Digital Engagement – Jaguar Land Rover - #jlrracetowin The Drum RBAs 2016 –Best Employer Brand – Costa – Bring your unique blend The Drum RBAs 2016 –Best Campaign – Jaguar Land Rover – Excellence refined The Drum RBAs 2016 –Best Use of Social Media – Jaguar Land Rover – #jlrracetowin CIPD RMAs 2016 – Best Press Advertisement – King – Seriously Playful CIPD RMAs 2016 – Best Outdoor – Nando's – The Welcoming Family CIPD RMAs 2016 – Best Digital Solution – Jaguar Land Rover – #jlrracetowin CIPD RMAs 2016 – Best Use of Social Media – Jaguar Land Rover – #jlrracetowin CIPD RMAs 2016 – Best Employer Brand – Costa – Bring your unique blend CIPD RMAs 2016 – Recruitment Effectiveness – Jaguar Land Rover – Excellence refined
  • King - Seriously PlayfulConsumer AND Careers – King’s inside out brand. The challenge King’s success came suddenly. With the launch of their smash hit title Candy Crush in 2012, the decade old business was transformed from a small games company into a major player in the industry. The need for an employer brand arose – one that would not only attract the best talent, but engage and retain an existing workforce adjusting to sudden and drastic change. The solution We delivered an EVP that so captured the essence of
  • Pitches, pipe dreams and WIPGiraffe – It’s a big world in here Referencing the chain’s world cuisine mish mash menu and emphasising the career development opportunities on offer, It’s a big world in here – Giraffe’s employer brand – went live for six months before all further work was ceased after the Tesco profit loss fiasco. Probably a good thing as we lost most of the working files in the Great Server Crash of 2015. Wobbly face. L’Oreal Graduates – More than a pretty face The one that got away, our More than a pretty face campaign for L’oreal Graduates aimed to attract more males to the programme and dispel myths that L’Oreal – a dynamic, innovative and high-performance business – was merely a fluffy make-up and cosmetics company. Jaguar Land Rover – L.I.F.E The umbrella to their consumer and employer brands, this work in progress piece gives Jaguar Land Rover’s CSR initiatives a clear message and positioning. Shazam – At your fingertips Live since 2015, we’re patiently waiting for further budgets to bring ‘At your fingertips’ – Shazam’s employer brand – fully to life. Byron – Passport With a turnaround of two weeks, we needed to create a calendar of important events that managers at Byron wouldn’t want to throw away. Given out just before a trip to Barcelona for the annual manager’s conference, Byron plumped for the passport option. King – Every King needs a Queen When King wanted to show their support at Pride 2015, we delivered the D&I campaign Every King needs a Queen. Sometimes not every element of the campaign is made, but it’s fun all the same. King – Life at King Before it became an interactive PDF, Life at King was a bitesize employee handbook in the form of a branded Viewmaster 3000. Then it became an app. At least you can fit more copy on a PDF.
  • Nando's - The Welcoming FamilyInspiring a new generation of Nandocas… The challenge Skills London is the UK’s biggest jobs and careers event. As first-time exhibitors, Nando’s wanted to make an impact among the 30,000 strong audience of 14 – 22 year olds and raise awareness of opportunities for Grillers, Cashiers and Hosts – otherwise known as Nandocas. We wanted to create a stand that didn’t just portray our message ‘The welcoming family’, but bring it to life too. The solution We invited attendees to showcase their passion and personality by uploading a pic to Instagram using #thenandosfamily. Props, costumes and a larger-than-life-sized Barci were at their disposal, as were two Instaprinters, which automatically printed two branded photos, one for keeps and one for the Nando’s family album - or in our case - the very walls of the stand. The best portraits won prizes including Socialmatic cameras and chicken vouchers, of course. See it on Instagram The results Over 1500 people took part in the competition, equating to 5% of the total traffic for the event. 586 unique posts were made using #thenandosfamily, and reach extended way beyond the event, with 110 likes recorded on one post alone. Attendees even voted Nando’s Best New Exhibitor to boot. Awards Skills London 2015 – Best New Exhibitor CIPD RMAs 2016 – Best Outdoor Campaign – Nomination (TBA) Art Director: Louise Organ
  • King - Mr Toffee joins LinkedInCreating a talking point at Google conferences… The challenge Following the success of their 2014 refer-a-friend campaign, ‘Everybody knows somebody’, King wanted to relaunch with the same creative in 2015. We wanted to give the campaign a little boost, by doing something that would create a lot of buzz. The solution We created a fully functioning LinkedIn profile page for Mr. Toffee – a beloved Candy Crush Saga character with mascot status at King and the job of pointing gamers in the right direction. Promoted to Official Friend Referrer at King, Mr. Toffee’s profile came with a clear refer-a-friend message and relocation guides to global offices masquerading as job history. We invited everybody at King to connect with him, sending tailored messages and spreading the refer-a-friend message. Initially intended for use in friend referrals only, Mr. Toffee is now used to attract candidates to King too. Connect with Mr Toffee on LinkedIn The results Mr. Toffee has long surpassed the sought-after 500+ connections status. Overnight, the theory of six degrees of separation became undeniably visible: employees (and non-employees!) from all over the world started connecting with him and found new connections through him. Employees have endorsed him for skills from referrals to scrum. Such was the novelty of the idea, LinkedIn featured Mr. Toffee as a case study when discussing future use of the platform at a recent Google-hosted conference. Creative team: Laura Tohtua, Nerea Gonzales, Simon Taylor, Nick Pragnell.
  • Deloitte - PrideSharing Deloitte’s pride across social… (with speed) The challenge Deloitte are big on diversity. So when Pride in London 2016 came around, they came to us to devise a brand-awareness piece that would help them show their support. Our task was to create content for The GLOBE Network, Deloitte’s LGBT community, and Deloitte Graduates to post throughout the festival. Our approach was something different, to not just show their support, but share it too. The solution With the knowledge that over 100 employees of Deloitte had volunteered to take part in the Pride Parade, we took a pre, during and post event approach. Short teaser stings were created to be posted in the lead up to the Parade, along with a full length launch video to be posted on the day. Social header images were also created to replace those displayed across Deloitte Facebook and Twitter groups. Finally, in order to ensure Deloitte’s pride was spread far and wide, we supplied each employee taking part in the parade with advocacy guidelines, including suggestions on what content to collect on the day and what hashtags should be used to create the most impact with their friends, contacts and followers, and beyond. Oh, and we turned it round, from concept to completion, in 5 working days. See it on Twitter: @DeloitteUKGrads @DeloitteUKSchools @DeloitteGLOBE See it on Facebook: @yourfutureatdeloitteuk @DeloitteGLOBE The results Over the course of the festival, our stings and videos generated over 800 clicks through to the diversity & inclusion section of Deloitte’s website. Around 200 posts were generated by advocates, with all the likes, shares and retweets this entails. Art Director: Louise Organ Copywriter: Amy Taylor
  • King - Everybody knows somebodyProving your stepmother’s adopted brother’s great, great aunt knows somebody… The challenge Thanks to a €10,000 cash incentive, referrals at King had always been high. But increasingly, employees’ little black books were exhausted. With the need for even more referrals, King needed an internal campaign that would boost the quality, reduce cost per hire and get employees thinking outside their close friends, family and contacts to find even more people to refer. The solution We created ‘Everybody knows somebody’; a campaign using the idea of six degrees of separation to get employees to consider those outside of their immediate acquaintance, to actively seek out friends of friends, contacts of contacts or even their sister’s best mate’s ex-colleague. Through the use of King assets, we made pride in the business, and not cash, the incentive. And we launched it across the global Kingdom, utilising walls, windows, desks and every digital platform King used day-to-day. The results Within two months, King recorded a 17% increase in referrals, with 62% of those invited to interview being hired and 33% of those being hired (a conversion rate up from 8% in the four months prior). The campaign did not only boost the quality of candidates referred, it did this without the cash incentive, representing a saving for King of 540,000 euros in just four months. Highlighting engagement with the campaign, a spoof poster was created by employees and posted on walls around the London office. Art Director: Steve Frith
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Projects credited in
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Work history
    Creative Lead & Copywriter
    Creation and execution of effective advertising solutions, branding and people communications across a diverse range of clients, along with EVP and tone of voice development, and strategy. As Creative Lead, I oversee a team of three copywriters, and support the smooth running of the creative department spanning art direction, copywriting, design, digital, social and motion graphics. Major clients include King, Jaguar Land Rover, Costa, Shazam, Nando’s, Boots, Legal & General, Klarna, River Island, Deloitte and Yo! Sushi, amongst others.
    Conceptual creation of radio, online radio and TV adverts. From taking the client brief to writing and storyboarding concepts to overseeing production, I worked with a diverse portfolio of clients ranging from STA Travel and Anglian to Gaydar radio.
  • Advertising
  • Creative
  • Integrated Advertising
  • Digital Social Media
  • Conceptualising Pitch Work
  • Copywriting
  • Brand Creative Strategy
  • Copywiting
  • Creative Pitches
  • Proofing Copy Editing
  • Brand Developent
  • Creative Team Copywriter
  • Tone Of Voice Creation
  • Pitching Rationalisation
  • Creative; Direction; Copy; Copywriting; Digital
    BA(Hons) Creative Writing
    Grade: first class honours with joint commendations
    RAD Awards
    RAD Awards 2016
    RAD Awards
    RAD Awards 2016
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