Hey there.
I'm Daniel, a punctilious word herder* / senior creative copywriter with ten years' experience writing and thinking up campaigns for brands of all sizes and personalities.
If a brief's left you lost for words, then you've found the right place.
*Word herder: Somebody who feels the compulsion to force words he/she has just learned into a conversation (or website intro). (Urban Dictionary, 2020)
Projects
- Disneyland Paris DirectBrief: Let people know that the best way to book a Disneyland Paris stay is through Disneyland Paris Direct. Response: Nobody knows the magic better than someone who works in the Disney Parks. So only they can make sure you have the most magical time. Role: Conceptual Creative / Writer
- Sky BuddyBrief: Give Sky's call centre, shopping centre and engineer employees a sales tool that enables them to have quality conversations with customers. Response: Fans make excellent salespeople. So we produced a high-end print and digital monthly magazine that, by creating a buzz around Sky's amazing TV shows, movies and sports, made Sky's employees its biggest fans. These fans now have the knowledge and confidence to conduct convincing, meaningful conversations with customers. Here are some snip
- Hive HomeI spent seven years writing and overseeing the writing of Hive's emails to existing customers, making sure every single syllable followed a tone of voice that was: - Practical: Did the basics brilliantly - Vibrant: Added spark - Inspiring: Brought Hive moments to life Role: Head of Copy / Writer
- Disneyland Paris Official TextsHead of Copy and writer for most English-language communications, from a 90-page annual brochure to app game scripts, B2B conference speeches, restaurant menu names, emails, the website and even the name of a top secret new land coming soon(ish). It’s one huge organisation with many personalities and tones of voice to master. Most copy acts as boilerplate text within season / attraction style guides. Various lengths are produced so it can be used on all platforms, from 140 character tweets to
- The FA Matchday AppBrief: With the FA Matchday app, grassroots football managers, players and parents can sort annoying admin tasks – collecting and paying subs, confirming availability, checking match location – in just a few taps. This gives them Extra Time for the game they love. My task was to write for a range of print, poster and social executions to bring this line to life. Response: To demonstrate how the app gives users Extra time for the game they love, we turned to the fun and frustrating truths that
- England GolfBrief: Get England golfers using their England Golf account. Response: An England Golf account includes many benefits, but none more eye-catching than free personal liability insurance with cover for up to £10 million. So we produced a series of tee and clubhouse posters that drew golfers' attention to their account by dramatising the moments when this could come in handy. Role: Creative Director / Writer
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Work history
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Creative DirectorYes and Pepper
- London, United KingdomFull Time
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Y
Head of CopyYes and Pepper
- London, United KingdomFull Time
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Skills
- Copywriting
- Creative Concepting
- Creative Direction
- Editing
- Proofreading
- Writing
- CRM Marketing
- Advertising
- Branding
Education
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U
Bachelor of Arts (BA) University of Birmingham
- Birmingham, United Kingdom