I’m a Senior Copywriter/ACD, creating award-winning work campaigns at world class agencies, including 10 years at Leo Burnett. I’ve also freelanced on long term projects at agencies including Adam & Eve DDB, Ogilvy, McCann and Saatchi & Saatchi.
I have a background creating big bold ideas, one’s that play out across multiple platforms. Extensive writing experience across film, digital and content, from punchy Social to TVC, Brand Voice, Scriptwriting and Web-site copy.
For the last 6 years I’ve been at Iris Worldwide, working across Delta Airlines, Suzuki, Samsung, Barclays, Guinness, Tate & Lyle, KFC, and Nectar. And whilst at Leo Burnett brands included McDonalds, Malteser's, Homebase and Nintendo.
I write scripts that win pitches. One for Delta Airlines lead to Iris being appointed strategic and creative agency in 2019. Award-winning scripts that people talk about, for brands like McDonald’s and Fiat. Funny scripts, emotional ones, fun animated ones and modular scripts that work hard for retail, as I did for Homebase.
I write manifestos that help win business. One for Suzuki celebrated every day driving fun winning the account for Iris. And when Barclays became the first title sponsor of FA Women’s Super League, I wrote the manifesto and brand line #AllToPlayFor that everything ladders up to.
I create tag-lines that brands hang their business on ‘Now That’s Delivering’ for Pizza Hut Delivery. I’ve written the Brand Voice for Haven (Fun & freedom) Nectar (Helpful & rewarding) and Tate & Lyle (Quirky & British).
I write copy for Apps, one for TFL is launching this year. And engaging copy for websites. I gave the Cinch website ‘Cars Without the Faff’ a top to tail rewrite.
I write integrated campaigns. ‘The Mill’ for Miller Beer won Best Integrated Campaign and Effectiveness award at MAA. And a global integrated campaign for Guinness put the black stuff back at the heart of St Patrick’s Day and featured in Ad-Age.
As Nintendo UK CD for 2 years, I successfully won the pitch to launch the Wii across UK and Europe. Nintendo DS and GameCube campaigns featured in Creative Review.
I’ve helped rejuvenate brands. Brand relaunch for Malteser's ‘The Lighter Way To Enjoy Chocolate’ was a multiple award-winning campaign and added £30 million to the value of the brand.
I’m collaborative with everyone who goes into making the creative the best it can be and have worked with first-rate Art Directors, Directors and Photographers. I listen to client’s business concerns, then discuss and guide them to the best creative solution.
I enjoy mentoring. In 2020, I was a mentor for Cream Collective, a competition seeking break through talent, my mentee from the Brixton Finishing School, that champions diverse talent gained a winning place. Mentoring this year too…keeps you on your toes!
When I’m not writing for advertising, I enjoy writing Flash Fiction. My aim? World class creative that builds brands and makes agencies famous.
Projects
- Virgin Active - 'Go There'‘Go There’ is a global campaign for Virgin Active that focused on the emotional benefits of working out. Feeling fired up in a cycle class, tranquil in a yoga class, or totally blissed out in the spa, you’ll leave a Virgin Active health club feeling like a million dollars. Whatever emotion you want to experience, you can ‘Go There’ at Virgin Active. The campaign played out across TVC, VOD, DOOH, Social & digital.
- Guinness - 'Lets Get Together''Let's Get Together', a global toolkit for on and off trade to put Guinness back at the heart of St Patrick's Day. Artist, McBess, created a quirky mix of characters from bikers to hipsters to jockeys as well as referencing Guinness's heritage with Surfers, Sapeurs and of course the Toucan, all coming together around a pint. Featured at every spot you can purchase a Guinness...as well as on bespoke beer mats, T-Shirts, Back of Bar displays and In-store FSDU's.
- The Mill LiveThe Mill-Live campaign for Miller Genuine Draft created a platform for unsigned bands to reflect the brands ‘genuinely different’ positioning. Two venues, 121 bands playing live, each band with their own unique poster campaign. Gig-goers downloaded free tickets via the website where 540 tracks had been recorded and distributed. Bespoke packaging and social networking sites built the buzz. Won Gold at MAA for Best Integrated Campaign of 2009
- Dot LondonIn 2014, London became one of the first cities in the world to have its own '.London' domain name, enabling proud Londoners to tell the world where they do business. This launch campaign featured a disparate selection of London businesses, from the royal grocer's, Fortnum and Masons, to Jamal Edwards, the 24 year old media boss of music channel SBTV. A mix of digital, content films of Dot London pioneers, print and TV brought the message to London.
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Work history
I
I
Senior CopywriterIris Worldwide
London, United KingdomFull Time
F
F
Senior Copywriter & CDFreelance
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-Ogilvy & Mather - TK Maxx, Merck, Kimberly Clark
-Aesop - Ballantines, Tic Tacs, Marston's
-Hometown - 888 Holdings
-Iris Worldwide - Barclays
-McCann London (6 months) - Nestle Cereal, Abbott Healthcare, Coca-Cola
-Iris Worldwide - Mobile campaign for Mini, Samsung, Guinness,
-Saatchi & Saatchi - P&G, Ariel
-Albion - Dot London launch, Unibet, YouView, King Digital,
-Fleishman Hillard - Google
-adam&eveDDB - Bank of Ireland pitch, Harvey Nichols
-Proximity - RNLI experiential, Capital One, Thomas Cook
-Cheil Worldwide - Samsung Gear, Guinness
-Jam @ Engine - Sky Movies
-Hangar Seven - B&Q content
-M&C Saatchi - NatWest, TFL, Ballatine’s, Morrisons pitch
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Skills
- Advertising
- TV
- Copywriting
- Creative Direction
- Integrated
- Content and Media Writing
- Script Writer
- TV Advertising
- Creative Storytelling
- Digital Advertising
Education
Masterclass Digital Interactive Media 2010
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Advertising Graphic Design
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BA HONS 2.1 Degree
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Awards
Fred Perry - Winner
'Tell us Your Story' Worldwide Campaign
Kinsale Shark - Gold
McDonald's - Best Use of Music
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