About me

I’m Ruairidh - a copywriter from the Scottish Highlands that writes in English and speaks in Chinese. I live in Shanghai. I graduated here on a Chinese government scholarship with a Master’s in International Business. Thankfully, I saw the light, got into advertising and became and set my sights on becoming a copywriter. No ad school background here. For the past 3 years I’ve been working in some good agencies in Shanghai - GTB (WPP) and We Are Social among others. I’ve also made things at places like BBDO (Proximity), HAVAS and TBWA. I should also disclose that I’m a bit of a strategy geek too. A number of my roles involved some element of creative strategy, I’ve freelanced as a planner on a pitch for Speedo and, more recently, I completed a #30DaysOfStrategy challenge on Twitter. I’m here to connect and make good things with other creators. Thanks.

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Projects

• All-New Ford Focus BrochureI wrote the regional APAC master brochure for the 2018 launch of the All-New Ford Focus. Samples below.
• New Ford Everest Brochure
• The Electric Lens Newsletter
• Ford Shopper Marketing VideosAs primary copywriter on Ford's APAC Shopper Marketing initiative I wrote scripts for 8 videos showing Ford carlines go bumper-to-bumper with their competition in Australia and India. Screenshots below.
• Three is PerfectionVivo wanted a series short, bubbly social videos that told the world about their new V15's AI Triple Camera. We turned to ice creams, coffees and the cat (official animal of the internet) to demonstrate it. Sweetly and simply. Below is visual reference only.
• Pocket Mustang

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Work history

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Copywriternaked Group
Mar 2019Shanghai, ChinaFull Time
I’m currently sole English-based copywriter at naked Group. That means that, first and foremost, I’m responsible for every English word that comes out of the brand. I’m also part of a team that devises marketing strategy, content plans and branding initiatives. I’ve helped ensure naked’s WeChat Official Account remains the most-followed in China’s ultra-competitive online landscape. And I’ve created lots of fun things too - including 14-minute mini movie, wedding show and a pop-up to name a few.
Creative StrategistWe Are Social
Jan 2019 - Mar 2019Shanghai, ChinaFreelance
In early 2019 I freelanced at We Are Social as a creative strategist on its Vivo (mobile phones) and BYD (auto) accounts. I set out the content and creative strategy for the launch of the Vivo B15, their new handset. From big direction to pressing ‘post’, I oversaw the full creative process from day-to-day content plan to writing each post to working with designers on visuals.

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Skills

• Copy
• Copy Concepts
• Copy Crafting
• Copy Proofing
• Copywriting
• Copywriting Skills
• Ad Copywriting
• Advertising Copy
• Advertising Copywriting
• Chinese
• Chinese Culture
• Mandarin Chinese
• Strategy
• Communications Strategy
• Content Strategy
• Creative Strategy
• Creative
• Creative Advertising
• Creative Concepting
• Creative Content