Finalist for Major Copywriter at #TheMajorsUK 2019
Freelance brand consultant and creative copywriter specialising in brand strategy and tone of voice, marcoms, and digital and UX. Recent clients include: Disney, Tails.com, Apple, Nike, Google, Spotify, Facebook, Canon, ITV, Deloitte, and the Home Office. Recent agencies include: Mirum, Venturethree, Wunderman, Iris Worldwide and Rehab.
https://www.linkedin.com/in/kate-holden-a4690079/
Projects credited in
- ITV Hub launchResearch showed that ITV Player was suffering from a few challenges, challenges set against a backdrop of changing viewing behaviour. The challenge was therefore to create a new brand (ITV Hub) a brand that delivered against expectations, leading to our new on demand service becoming the most watched, loved and talked about VOD service in the UK. ‘Seizing (viewing) occasions and matching the content to the occasion’ sat at the heart of the strategy. This translated to giving The ITV Hub share of voice at a time VOD is traditionally consumed, whilst also acknowledging the fact technology enables viewing wherever; whenever, therefore creating new viewing occasions. It also put content front and centre, serving it in a way that was true to the context it was served in, ultimately demonstrating the multiple ways The ITV Hub and its new features could serve you, and your particular need at that moment in time.
Work history
K
K
Freelance CopywriterKate Holden Ltd
London, United KingdomFreelance
Recent agencies: 100 Shapes, Rehab, Byte London.
• Brand and tone of voice strategy
• Conceptual web and app copy
• Conceptual ad creative
• UX conversational architecture and scriptwriting for chatbots and voice experiences
• Digital copywriting workshops
Lead CopywriterCanon
- London, United KingdomFull Time
Tone of Voice Strategy
• Lead Copywriter and guardian of Canon's tone of voice. Stitching it through everything from web applications, to product copy, marketing copy, BTL advertising, video, email, ecommerce and our long form articles and case studies.
Web apps and Website copy
• Short form actionable copy for web apps and web pages (agile delivery), alongside Digital and UX Designers, Account Managers, Marketing teams, and DevOps.
• Working closely with UX researchers and designers to apply research to copywriting and content design.
• Lead Copywriter for new web application for new loyalty programme - writing all marketing page copy, journey copy, forms, navigation labels, FAQs and error messages, and taking into consideration the entire journey - tone of voice, existing infrastructure and language, style, UX research, and SEO.
• Writing blogs, case studies and articles - using SEO to create user centric content, written in an engaging and captivating style in the Canon TOV.
BTL Advertising, Video scripting, Email, Ecommerce, Social media, and Long-form editorial
• Ecommerce and product descriptions - Creating product descriptions that focus on the customer.
Working closely with other teams
• Writing product copy with direction from legal, technical experts, and marketing teams to create technically accurate but user centric product copy.
• Leading copywriting for the Creative team, working closely with Photographers, Videographers, and Digital Designers.
SME for Copy
• As lead Copywriter at Canon, I had final sign off on copy, and was the brand and tone of voice guardian for copy.
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Skills
- Copywriting
- Marketing
- B2B Copywriting
- Brand Storytelling
- Content and Media Writing
- Communications
- Editorial
- Blog Writing
- UX Copy
- Brand Tone
Education
U
U
Geography BAUniversity of Sheffield
- Sheffield, United Kingdom