About me
Seasoned scribe with international digital, print, out-of-home and shopper marketing experience who, in spite of an American heritage, is proficient in the Queen’s English. With an eclectic mix of punchy ideas and sharpened strategy, Chris helps clients cultivate brands, launch experiences, drive revenue and surprise audiences.
Projects
- Gogo Inflight internet security binSurfing the web at 11,000 meters was a novelty at its inception. The idea of being in air and online needed to be imprinted as the new facet within the inflight experience. Instead of creating awareness via traditional media, we crafted messages that would be seen before boarding and assembled a Gate Crew that would interact with passengers waiting for flights. This provided Gogo the opportunity to present their brand as the new norm of air travel right before the point of purchase.
- Dell XFRThere are rough days at the office and there are Tuesdays in Kandahar, the Dell XFR accommodates both. We showcased this laptop—used primarily by military, police and construction personnel—by speaking to its smashing durability and placing it in some of its natural surroundings and scenic hellscapes.
- Microsoft Store bannersIn 2009 the first Microsoft Store opened its doors, and the grand openings haven’t stopped since. The shopping experience embodies the best the brand has to offer: devices, software, games, support, events and workshops, and so much more to geek out to. In order to keep loyal fans and curious newbies up-to-date with the latest releases, sales, events and more, we developed a year-round digital cadence that leveraged email, banners, site, Facebook and Twitter.
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Work history
Copywriter
• Created and implemented in-store experiences for product launches, seasonal events and services
• Wrote the global messaging matrix for HTC flagship phones and accessories
• Composed Tesco in-store messaging for POS, brochures, shelf talkers, FSDUs and sizzle reels that enhanced the shopper journey
• Developed Canon campaign toolkits for retailers to support current messaging and propositions
• Adapted new and on-going campaigns to align with retail environments, out-of-home experiences and social media
• Educated HTC retail workforce with a variety of instructive online games, in-store collateral and signage
Copywriter
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• Established seasonal cadence for Microsoft Store email, mobile and digital environments, and in-store messaging
• Leveraged in-store event content to promote social channels and raise awareness of new store openings
• Developed interactive competitions across social platforms and digital campaigns
• Collaborated on the production and execution of major holiday campaigns, such as back-to-school and Black Friday, with internal Microsoft Store team
• Wrote and helped build the digital and mobile purchase path experience of microsoftstore.com
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Skills
- Advertising
- Events
- Marketing PR
- TV
- Environment
- Final Cut Pro
- Office
- Word
Education
Bachelor of Science
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Portfolio I, II, III, 2002 - 2004
Advertising Media Planning 2003
Integrated Campaigns 2003
Adverting Management 2004