Rada Petrovic Senior freelance copywriter | Tone of voice specialist | The Dots
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Rada Petrovic

Senior freelance copywriter | Tone of voice specialistUnited Kingdom
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Rada Petrovic

Senior freelance copywriter | Tone of voice specialistUnited Kingdom
About me
I'm a senior writer with 15 years' experience in lifestyle and luxury brands. I work on everything from campaigns to brand communications, in beauty, fashion, travel, and anything else of a feel-good/look-good nature. I do a lot of tone of voice work as I enjoy exploring the space between strategy and creativity. I craft custom voices, define or redefine how a brand sounds, pitch a voice for social, and build guidelines that are easy to understand and apply. Before all this I was an editor and features writer. I’m using that expertise and those skills again, and adding some new ones to the mix, as content becomes king of everything. Expertise ▪ Copywriting for lifestyle and luxury brands: all channels, from print to digital and social ▪ Tone of voice strategy, development and guidelines ▪ Brand writing: brand books, guidelines, manifestos, storytelling ▪ Editorial & content: strategy, ideation, planning, commissioning, writing and project-management ▪ Creative team management Sectors Beauty | fashion | sport & wellness | luxury | retail | architecture & design | technology | travel | real estate | hospitality
Projects
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Projects credited in
  • THE BODY SHOP – DESIGN & ART DIRECTION FOR THE GLOBAL BEAUTY BRANDWorking on the in-house global promotions team at The Body Shop, my senior role involved development of concepts from brief to asset creation, via moodboards, design and photoshoot art direction, as well as managing a small team of junior designers and freelancers.
Work history
    V
    V
    Freelance senior copywriterVarious
    London, United KingdomFreelance
    Working across advertising, branding and content for creative agencies and clientside.
    I
    I
    Editorial consultant/content managerIWG
     - London, United KingdomFull Time
    Contract role. Hired to produce a monthly online magazine and newsletter in 27 languages across 113 websites for Regus, the world’s leading flexible workspace provider. I sourced, briefed, onboarded and managed a new content agency to deliver to the highest editorial standards. Day to day, I managed all content, coordinating internal stakeholders and multiple external agencies (content, eCRM, translation, technical). I overhauled schedules and production processes for better cross-functional working, and directed a new website design for the magazine, working with an external digital agency.
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Skills
  • Copy Concepts
  • Copywriting
  • Ad Copywriting
  • Brand Storytelling
  • Brand Tone
  • Creative Concepting
  • Brand Developent
  • Editing Copy
  • Content Creation
  • Management
Education
    U
    U
    BA Modern LanguagesUniversity of Bristol
    Bristol, United Kingdom
    BA (Hons) in French and Italian.