I've been a writer for brands since 1993. I've worked in agencies, co-founded a studio at 26 (somewhat recklessly), spent 11 years as a freelancer and now lead the team at Reed Words. We work for clients around the world, on a huge range of projects. We've developed the voices for Heinz, Formula 1, the World Trade Center, Colgate and Madame Tussaud's. We’ve created international ad campaigns – OOH, digital and social – for software brand Bluebeam. We've developed chatbots with Skype. We've written packaging for Tesco, K-Y and Argos. We’ve named all sorts of companies, products and services – including insurance startup Thimble, investment firm Tellimer, and Supermade yoghurt. We run training workshops, both for our clients and as open sessions for all comers. We sum up who we are and what we do as “The world's brightest words”. The international aspect is growing fast – we do more and more work in the US, as well as in Europe and farther afield.
- National Theatre at Home – tone of voice and messagingWe developed the tone of voice and messaging for National Theatre At Home: a new streaming service that brings unmissable theatre to anyone, anywhere. Working closely with the NT team, we built a set of key messages, and developed a variation on the NT's voice that was a little more down-to-earth, even a bit cheeky at times, to help burst the elitist bubble that tends to grow around “theatre”. National Theatre At Home launched in December 2020, and it’s amazing. Subscribe now! www.ntathome.c
- Bluebeam Smartcuts – global campaignThis digital campaign involved 25 users of Bluebeam software from around the world, sharing their tips and tricks with the rest of the Bluebeam community. Each person gets an animated illustration of themselves, with a pithy explanation of their tip. We also turned the images into a pack of physical cards, and a set of posters. We collaborated on the concept with long-term creative partners SomeOne, who also art-directed, illustrated and produced the campaign. Shout out to their designer Tim Gr
- The first ever Heinz tone of voiceWe all know Heinz. They have some of the strongest brands on Earth. But the Heinz brand itself – the masterbrand – had no clearly defined voice. So KraftHeinz called us up, and asked us to help them define one. We’re now writing a lot of content for the Heinz UK website, and have been working closely with Creative Translation to create culturally relevant adaptations of the voice for territories across Europe.
+ View all
Projects credited in
- Hoxton Street Monster Supplies Postal ServiceThe Ministry of Stories wanted to get more young people writing. The solution? The Hoxton Street Monster Supplies Postal Service. For a small fee, humans of all ages can write to a vampire, yeti, werewolf, mummy, dragon, or gremlin. And a month later – with a little help from a volunteer ghostwriter – they’ll receive a personal reply. We helped the Ministry launch this ambitious inter-creature initiative by crafting six monster personas, plus a set of guidelines that enable a team of ghostwrite
- D&AD Award-winning Hoxton Street Monster Supplies Postal ServiceIn caves and cupboards the world over, there are monsters – monsters who are curious about humans and would love to hear from them. Meanwhile, there are many young people who’d love to write to them. So we helped the Ministry of Stories launch the Hoxton Street Monster Supplies Postal Service. For a small fee, humans of all ages can write to a monster and receive a personal reply, with all proceeds going toward the Ministry’s creative writing workshops. We created six monster personas, plus gu
Founder & Creative DirectorReed Words
London, United KingdomFull Time
I lead the team at Reed Words, one of the world's few fully-fledged brand writing agencies. We have combine incredibly talented and versatile writers with super-efficient, delightfully friendly client service. We work for clients across the world, on a huge range of projects. We've developed the voices for the new Formula 1, the World Trade Center, Madame Tussaud's, Coral, Ladbrokes and Argos. We've developed and written chatbots for Skype. We've written packaging for Tesco. We've named companies, hotels, restaurants – and even toilet rolls. We run training workshops – both for clients and, more recently, for all-comers. We sum up who we are, what we do and what we want to be as 'The world's brightest words'. And I reckon we're delivering on that every day. When I'm not trying to keep up with my remarkable team, I (very occasionally) add something to my personal creative-noodlings site at http://www.someofmike.com
- London, United KingdomFreelance
For a bit of each week I worked on contract at YouView, the revolutionary new IPTV platform being developed through a joint venture by the BBC, ITV, Channel 4, Five, BT, TalkTalk and Arqiva. I was mainly there to write for the box UX (user experience), but also did a lot on the brand side, including the website and a script for the brand launch video. YouView launched in June 2012.
+ Show more
- Corporate Identity
- Creative Direction
- Brand Development
- Creative Writing
- Creative Strategy
- User Exerience
- Brand Campaigns
+ Show more