I’ve been a conceptual copywriter, creating compelling ideas and copy for brands since leaving Central Saint Martin’s Art College. I went straight into a London agency, over 20 years ago and began creating TV ads, radio ads and OOH campaigns, before moving to Cheetham Bell JWT.
Since turning freelance, I’ve worked with a great mix of advertising, digital and design agencies. All alongside my own direct clients, from LNER to Berghaus and TalkTalk Business, as well as fashion business, Damart. With such a diverse range of brands there’s plenty of variety to keep my brain fizzing.
I have lots of travel writing experience, having worked on Thomas Cook Cruises, SuperBreak, Jet2 Holidays and Great Rail Journeys as well as Rail Discoveries.
Crafting a tone of voice has also been a staple of mine, as well as simplifying complicated tech details into easily digestible copy.
As a long-term freelancer, I’ve written websites, created blogs and social media posts that help local and global businesses convert their leads and grow. I’ve written Annual Reports and case studies, even interviewing staff to gather the right information and making site visits.
More recently I’ve created courses to train business owners to write like a copywriter, ranging from emails that increase open rates, social media planning and tone of voice.
If you’d like copywriting support, for branding and long form copy, I’d love to hear from you.
Projects
- British Glass Posters and Press AdsWhen glass was losing market share to plastic which is faster and cheaper to produce, we were given the brief to raise awareness and sales. Glass is pure and doesn’t taint the product within. Perfect when taste is critical or health is key. This is the award winning campaign we produced.
- LNER York Station PostersLondon North Eastern Railway has been a long term, direct client. Their team always has lovely briefs and this one was a corker. LNER wanted to showcase the emotion and reasons why people travel on their trains for leisure. It’s about connecting people to the things and the people they love. These were just three of the posters that I worked on that focused on destinations, using insight and humour to inspire more travel.
- Sue Ryder PostersSue Ryder needed to raise awareness of how its team provides long-term support to people who’ve sustained a brain injury. The charity wanted to make people aware of how their carers maintain the lifestyle someone had enjoyed previously. By offering one-to-one care they encourage socialising, hobbies and days out to help the patients keep doing as many of the things they love, as they can.
Work history
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CopywriterSelf-employed
Leeds, United KingdomFreelance
Skills
- Copwriting
- Brand Tone
- Blog Writing
- Social Media Advertising
- Conceptual Copywriting
- Annual Reports
- Email Copywriting
- TV Campaigns
- Radio Campaigns
- Packaging
Education
DegreeCentral Saint Martins (UAL)
London, United Kingdom
I gained a BA (Hons) in Advertising Graphics (2.1) and was the copywriting half of an advertising creative team. We gained a job from our degree show and landed fresh into a small London agency called Tonic.