I'm Lucie, and I love brands and poetry
I started my career as a copywriter at a boutique advertising agency, where I was named Head of Copy within two years. During this time I worked on TTL copy and creative strategy for many household names including Unilever, Godiva, Octopus Energy, JLL, RBS, Turner Broadcasting and Action for Children.
After five years, I was restless for a new challenge and joined Countercept, an up-and-coming security start-up, where I ran a hugely successful rebrand and began building out the in-house Creative team.
When Countercept’s parent company was acquired in 2018, I oversaw all the global communications and was quickly named Global Head of Creative Strategy for both businesses. During this time, I became increasingly aware of many emerging challenges, specific to SaaS start-ups, that the existing agency model simply doesn’t answer, inspiring me to break away and found my own agency, Creative Covenant, in October 2019.
After a crazy two years, we joined forces with Velo B2B in the summer of 2021, where I headed up Strategy, helping to win multiple pitches, overseeing our Paid Media team, and ensuring creative and strategic rigour for clients such as Cisco, McGraw Hill and the Financial Times.
I'm currently Strategy Director at MOI Global, where my accounts include PwC, DXC, Proofpoint, Capgemini, Zscaler and Kantar Marketplace.
Work history
Senior Copywriter
I sign off all the copy that leaves the agency.
I decide strategy for pitches and proposals and work with Client Services to create bespoke solutions for each RFP we receive.
I build strong relationships with clients, present work and help take and decide briefs.
I organise the internships for the copy department, set copy tests, assign tasks and review work.
I deliver feedback to our freelance writers when I amend their work and/or request changes before sign-off.
I work in teams as a senior member and have run projects as the Creative lead.
I represent the agency at events and help bring in new business leads.
I give advice and Creative Direction to more junior members of the Creative team.
I deliver projects and campaigns from concept to completion including video, branding, internal communications, press, social media, recruitment, direct mail, charity, corporate, B2B, digital and information architecture.
Copywriter
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Skills
- Advertising
- Writing
- Editing
- Direct Marketing
- Creative
- Information Architecture
- Web Content
- Internal Communications
- Social Media Strategy
- Content Strategy
- Proofreading and Copy Editing
- Video TV
- Content and Media Writing
- Copywriting
- Campaign Concept and Creation
Education
English Literature MA (hons
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