Ed started out as a copywriter at Yellowhammer, before moving on to build broad experience and deep expertise as a strategic brand writer, copywriter, creative director and head of verbal identity at various independent and international agencies. In 2007, Ed set up his own consultancy, working closely with clients and agencies. His approach is best summed up by Iris Murdoch's view: “Without words, how can one think?”. He's created brands, campaigns and copy for clients in most sectors and pretty much every medium. Over the last few years, he's become a specialist in luxury automotive brands but has also turned his pen to many other projects. These include everything from brand development for a leading kitchenware brand to creating a fintech app, and branding for a luxury jet charter company to positioning the first Yorkshire whisky. Along the way, he’s also worked with a Czech beer and Luxembourg-based financial services for UHNWIs. As well as established brands, Ed has also worked extensively with start-ups to build their brand positioning, tone of voice and communications strategies. His work has won a shelfful of awards and nominations from the Campaign, Cannes Lions Direct, Caples, D&AD, DMA UK, Epica, The Marketing Society and the Smart Awards. He’s been a judge at D&AD, Campaign awards, the DMA and ISP.Locked Pro Plan feature
My own consultancy, working with clients and agencies. My work falls into three main areas: Brand Writing and Copywriting – everything I do is focused on words. I've written for start-ups and multinational brands and everything in between. I'm a digital native who understands how to communicate in any medium - from brief to concept and execution. Tone of Voice and Verbal Identity – creating and fixing tone of voice and building verbal identities for brands is fundamental to my practice. I worked as Head of Verbal Identity at a brand consultancy for four years and I'm skilled at finding and executing the perfect tone for a brand. Brand Strategy – I create joined-up thinking for brands. I've helped many companies clarify and then communicate their brand strategy and purpose in guidelines or campaigns, as well as steering their brand and verbal identity.
Responsible for developing verbal identities, tone of voice and guidelines for brands. Involved in strategy work as well as creative. Also delivered workshops for clients and their agencies to embed new guidelines.
Creative lead on Rolls-Royce and BMW. Created global launch campaigns for model launches. Wrote the RR website from end to end. Also produced brochure copy, CRM on and offline. Worked with BMW to define Rolls-Royce brand positioning and tone of voice.
Oversaw creative output for integrated advertising and comms. Helped the agency win its first creative awards.
Oversaw creative department on all accounts. Was also European CD on General Motors and Global CD on Nokia Networks.
Oversaw merger of five agencies, then ran the creative department, working on Coca-Cola and Renault.
Oversaw creative group output, produced integrated campaigns and copy across all clients.
Worked as a copywriter in various agencies for 7 years building experience and skills. Agencies include TBWA,Hoare Wilkins, BMP B and Yellowhammer
Writing a first novel course.
Vocational course, at the time the only copywriting course in the UK.
Degree in English Literature and History - specialised in modern literature and creative writing.
Over 30 awards and numerous nominations from the Campaign, Cannes Lions Direct, D&AD, DMA UK, Epica, John Caples, Marketing Society and the Smart Awards. Ed has also been a judge at D&AD, Campaign awards, the DMA (10 years) and ISP.