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Lynton Heath

Senior Copywriter & Creative Director

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  • LevelSenior
  • LocationLondon, United Kingdom
  • AvailabilityLocked Pro Plan feature
  • ProfessionsContent, Copywriting & Journalism - Creative Director - Creative Copywriter

About me

PROFILE • Over 20 years’ experience working in the advertising and design industry • A senior digital copywriter with over six years’ experience specialising in the latest ‘best-practice’ digital and UX copywriting • Over 15 years’ experience as an award-winning full-time integrated and conceptual copywriter • Over 10 years’ experience as a creative director for global agency networks including Ogilvy & Mather, Leo Burnett, FCB, Lowe Bull Truth (MullenLowe) and McCann • Experienced in working on ecommerce and transactional websites, digital marketing copy, content creation/editing, blogs, and email campaigns • Have worked with top senior digital strategists and project managers in London as part of high end digital teams including recent projects for City & Guilds and Marie Curie • Extensive experience in brand copywriting, ‘tone of voice’, and the development and writing of communication strategies for a wide range of clients from SME’s through to global multi-nationals • Worked on many integrated campaigns for global brands covering TV, radio, print, outdoor and digital • Worked with some of the industry’s top agency planners, and clients’ strategic marketing teams including Nestle and Unilever • Extensive experience in managing and mentoring creative teams, copywriters, art-directors and designers • Over 60 international awards for conceptual copywriting and creative direction including TV, radio, print and outdoor AWARDS SUMMARY Clio – 1 Gold, 4 Finalists Cannes – 1 Silver, 3 Finalists One Show – 2 Finalists New York Festivals – 2 Silver, 3 Bronze, 3 Finalists London International – 1 Bronze, 6 Finalists Art Directors Club of New York (ADC) – Merit

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Skills

  • Advertising
  • Writing
  • Blogs
  • Web Content
  • Word
  • Content and Media Writing
  • Copywriting
  • Creative Direction
  • Advertising Concepts
  • Digital Copywriting

Work history

2018

Senior Copywriter digital/conceptual/print

Anthony Nolan

Feb 2018 - Apr 2018
  • London, United Kingdom
  • Freelance
  • Anthony Nolan blood cancer charity Projects (inc. digital ads/email journeys): TV ad campaign, supporter emails, event fundraising campaigns, fundraising brochure • I assisted the in-house copy and design team with their current donor recruitment advertising campaign for 2018 which included a TV ad, concepts and copy for social media ads and the campaign’s landing page on their website • Addressed issues with the TV script regarding their brand messaging and call to action not being understood by the target audience • Incorporated feedback from an external research company and strategic workshops to re-write the brand messaging of the script to improve comprehension and impact • Assisted with the creative direction and selection of music and locations for the TV shoot • Contributed to their supporter email journey workshops targeting specific segments • Conceptualised and wrote copy for social media ads (Facebook/Instagram/Twitter) and emails for various event fundraising campaigns including Mother’s Day, Father’s Day, Summer Raffle, London Marathon, and the Brighton Half Marathon • Wrote copy for their 16-page A4 brochure for their annual fundraising event, The Anthony Nolan Daisy Ball

2017

Senior Copywriter digital/brand/conceptual

The Company of Master Jewellers (CMJ)

Apr 2017 - Sep 2017
  • Rugby, United Kingdom
  • Freelance
  • Project: Website, ‘tone of voice’ and copy style guide, print ads, and direct marketing mailer concepts and copy • CMJ is the largest jewellery buying group in Europe and is in the process of rebranding their business with a refreshed corporate identity • Worked with their marketing team to develop their brand’s ‘tone of voice’ to reflect the values and personality expressed in their new corporate identity • Worked on the development of the site map and user journeys for their new website to be launched in 2018 • Wrote their website using ‘best practice’ digital and UX copy methods • Conceptualised, wrote and oversaw the layout and art-direction of direct marketing mailer campaign • Wrote headlines and body copy for their current print campaign, and worked with their designer on the art-direction of the ads • Worked and liaised with a variety of other senior stakeholders and directors within the business

2017

Senior Email Copywriter

Marie Curie

Jun 2016 - Mar 2017
  • London, United Kingdom
  • Freelance
  • Project: email communications • Was brought in to set up an email copywriting resource within Marie Curie which involved the development of a formal email briefing system, status templates and copywriting • This process involved liaising with, a variety of product managers and stakeholders • Used ‘best-practice’ methods for writing, editing and proofing email campaigns and subject lines aimed at various target audiences • Made use of insight and analytics to improve the quality and relevance of email content to its target audience • Worked as part of broader project teams with email web editor/designer and other specialists in digital, design, production, marketing and fundraising

2016

Senior Digital Copywriter

City & Guilds

Sep 2015 - Apr 2016
  • London, United Kingdom
  • Freelance
  • Project: City & Guilds Group and International websites, City & Guilds ‘Apprenticeships’ and ‘TechBac’ micro-sites • Used digital ‘best-practice’ methods for web and UX copywriting and content editing aimed at various target audiences including B2B • Creative direction and photography selection for web page design and layout • Provided input for IA (site map) and user journey development • Provided strategic and marketing input for the development of content briefs • Worked as part of a specialist in-house contract digital team with a senior project managers, web editors, and other digital copywriters

2015

Senior Digital Copywriter

eye the prize

Jan 2015 - Jan 2015
  • London, United Kingdom
  • Freelance
  • Eye the Prize (creative opportunities website), London • Re-wrote and edited the entire website using ‘best practice’ digital and UX copywriting • Developed brand ‘tone of voice’ • Copywriting for social media ads • Concept, copywriting and creative direction for email marketing campaign • Video script and v/o direction for YouTube promotional video

2016

Senior Digital/SEO Copywriter

Online Marketing Services FIMT

Oct 2014 - Dec 2016
  • London, United Kingdom
  • Freelance
  • • Digital copywriting and content editing for a range of clients for this specialist online marketing company • Digital projects include websites, web pages, blogs, SEO posts • Scripting for YouTube videos and social media marketing videos • Development of content strategies

2014

Senior Copywriter

Evidently

Jul 2014 - Jul 2014
  • London, United Kingdom
  • Freelance
  • • Worked directly with the Executive Creative Director • Concept development for video for Axe deodorant (Lynx), Unilever • Full scripting of the 2-minute video

2015

Creative Director and Senior Integrated Copywriter

Royal British Legion Industries (RBLI)

Aug 2013 - Aug 2015
  • London, United Kingdom
  • Freelance
  • • Digital copywriting for various pages on the RBLI website • Print and conceptual copywriting for marketing collateral for RBLI corporate • Strategic input into the development of marketing campaigns and propositions for RBLI corporate • Creative direction on layouts and design of marketing collateral for RBLI corporate and for external clients of RBLI Print and Mail division

2012

Creative Director and Senior Copywriter

Freelance

Jan 2010 - Dec 2012
  • Knysna, South Africa
  • Freelance
  • Various clients including including Knysna Yacht Company, Fechters (well-known manufacturers of fine furniture), and Knysna Tourism • Conceptual, print and digital copywriting • Development of brand and communication strategies for Knysna Yacht Company and Fechters

2010

Creative Director and Senior Copywriter

McCann

Aug 2009 - Feb 2010
  • Nairobi, Kenya
  • Full Time
  • Clients: Nestle Africa which included Nestle Corporate, Nescafe, Nestea, Milo, and Nido (powdered milk) • Tasked with stabilising the agency’s relationship with Nestle Africa account; McCann’s largest account • Tasked with improving the agency’s creative product for Nestle in the EAR (Equatorial African Region covering 21 countries) • Responsible for overseeing brand strategies and creative work from copywriting, design and art-direction, through to concept and production • Responsible for managing creative department; three teams of copywriters/art-directors and two designers • Responsible for overseeing traffic, print, radio and TV production • Implemented new agency trafficking and creative job briefing systems • Responsible for liaising with and integrating creative work with the external digital agency • Responsible for presenting and pitching all creative work to client

2009

Creative Director and Senior Copywriter

Lowe Bull Truth (MullenLowe)

Mar 2005 - Mar 2009
  • Durban, South Africa
  • Full Time
  • Clients: Unilever – (OMO, Rama, Organics Shampoo, Handy Andy, Impulse perfume and Domestos), Wonderbra, aQuelle water (the largest manufacturer of flavoured water in South Africa), Grindrod Bank, SA Homeloans, Durban University of Technology, Three Cities Hotel Group, Suncoast Casino & Entertainment Centre, East Coast Radio. • In 2005, Lowe Bull (Lowe & Partners/ MullenLowe Group) acquired a 26% shareholding of my agency, Truth, which was rebranded Lowe Bull Truth • Lowe Bull were the 10th largest agency in South Africa and in the top 3 creatively • My agency grew from 16 to 22 employees • In 2009 I resigned, selling my shares, to pursue my freelance career and a number of personal projects • The agency has since reverted back to Truth

2005

Creative Director and Senior Copywriter

Truth

Aug 2001 - Mar 2005
  • Durban, South Africa
  • Full Time
  • Clients: Wonderbra, SA Homeloans, aQuelle water (the largest manufacturer of flavoured water in South Africa), Grindrod Bank, Suncoast Casino & Entertainment Centre, East Coast Radio, Three Cities Hotel Group. • Founded Truth, a creative advertising and design agency, in August 2001 with 12 employees • Responsible for managing the agency and the creative department • Headed up all new business presentations • Established an excellent creative reputation in the region • Awards within 24 months included a silver at Cannes, finalists at The One Show and Clio’s

2001

Senior Copywriter and Creative Director

FCB

Jan 1995 - Jun 2001
  • Durban, South Africa
  • Full Time
  • Clients: Independent Newspapers, National Brands (Cerebos salt), Trellidor, Mondi Paper, University of Natal, Three Cities hotel management • Worked as a senior copywriter and creative director across all media • Awards include Cannes Lions, Clio’s, New York festivals, London Internationals, the South African Loerie’s, and the Art Director's Club of New York

1994

Copywriter

Leo Burnett

Jan 1994 - Dec 1994
  • Johannesburg, South Africa
  • Full Time
  • Clients: Adidas, Honda, Mercedes Benz

1993

Copywriter

Ogilvy & Mather

Jan 1992 - Dec 1993
  • Johannesburg, South Africa
  • Full Time
  • Clients: Nestle, Nedbank, Telkom, Sun International, World Vision, MNET