Words that work for people. Not just search engines.

An award-winning writer and senior creative with over ten years experience, I can bring real creativity to your brief and deliver well-targeted, engaging copywriting that gets results.

Digital, direct, magazines and newsletters. I've worked on
them all, for clients including Coca-Cola, Lurpak, Hyundai, Müller,
The Co-operative Bank, Barclays, Nectar, Nokia, Cancer Research and more.

Please use the menu on the right to take a look at some examples.

Whether it's a lack of time, ideas, or just laziness, too many of us skip the most important meal of the day. We simply weren't prepared to accept breakfast was toast. So here's what we did.
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Thinking about buying a new car? There's no substitute for getting behind the wheel and putting it through its paces. To put it another way, don't write off a Hyundai until you've driven one.
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You know you want it. Get it at Coke Zone: an online loyalty programme based around five key 'passions': sport, entertainment, fashion, gaming and music. Drink Coke. Grab the rewards.
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Anchor's free-range cows have gone a-roamin'. Herd them back together by entering codes from special packs online. Then lasso yourself some goodies, in the Great Rewards Round-Up.
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Shropshire: it's all about green grass, happy cows and the Müller Dairy. And it's why Müller like to 'keep it local'. Find out why they source most of the milk they use from within 30 miles - and what they do with it.
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How do you get the girls together to join the fight against cancer? Put your best foot forward and promise them a seriously fun day out with an eye-catching experiential campaign, that's how.
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I worked on a broad range of marketing communications for The Co-operative Bank's Business Banking division - including direct mail, customer magazines, print ads and websites.
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The National Centre for Young People with Epilepsy (NCYPE) is a charity for children and young people with epilepsy and other neurological conditions.
I wrote an Annual Report for them.
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My challenge here was to target the customers of Xerox's main competitor (the Canon Indigo) and promote the Docucolor 6060 as the industry standard for digital colour printing.
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I was contributing editor on The Business - a 24-page, full colour monthly internal magazine for Barclays Corporate Banking staff, including topical features, interviews and competitions.
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I wrote the copy for a groundbreaking magazine-style undergraduate prospectus for this University in south west London. It won a Communicators in Business award.
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Lurpak

Client: Arla Foods

Project: Lurpak website/emails

Role: Concepting/Copywriting

Agency: Carlson Marketing UK

Art Direction: Scott Bedford

Design: Bjorn Jansen

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MISS BREAKFAST? US TOO.

We set out to reinstate breakfast as the most important meal of the day by creating a new digital campaign for LURPAK. Content was designed to extend the above the line proposition 'Saturday is Breakfast Day' and catered for weekday breakfasters too, presenting a selection of interactive tools, recipes and 'food for thought'.

A series of rich media banners were also created to drive traffic to the site, served on Thursdays and Fridays to help build anticipation of the main event: Saturday breakfast. As a result, site visits increased by 702%, and levels of user interaction rose by 75%. Who said breakfast was toast?

The work won a Bronze for 'Best Use of Copy' and a Silver for 'Best Use of Art Direction' in the 2009 DMA awards.

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Client: Coca-Cola

Project: 'Coke Zone'

Role: Concepting/Copywriting

Agency: Carlson Marketing UK

Art Direction: Scott Bedford

Design: Bjorn Jansen, Ewan Evans

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coke

WHERE HAPPINESS COMES IN BOTTLES

Coke Zone is a digital loyalty platform where Coke drinkers can enter points collected from cans
and bottles to claim rewards and enter prize draws. As well as creating seasonal and themed campaigns to live on-site, I was also responsible for writing engaging copy about the rewards and prizes for the target audience of 16-24 year-olds.

Coke Zone scooped two ISP Gold awards in May 2010: Best Digital Promotion (multi-platform) and best Long Term Relationship Marketing.

Coke One

BEAUTIFUL GAME. LOVELY SITE.

Coke took the FIFA World Cup™ trophy on tour in 2010 - giving fans all over the globe the chance to see it.
We created this site to dramatise that journey, 'flying' fans around the world, before delivering them through the doors of a virtual Earls Court.

Once inside, they were given the chance to win golden tickets to a massive World Cup party - building a buzz around the tournament and driving brand engagement.

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Client: Müller

Project: Müller microsites

Role: Concepting/Copywriting

Agency: Carlson Marketing UK

Art Direction: Scott Bedford

Design: Lisa Price

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muller one

KEEP IT LOCAL

England: a proud nation of cheese-rolling, maypole-dancing, ferret-fancying yogurt lovers. It's fair to say that whichever part of the country you live in, there's always something interesting happening.

Müller is already well known for its association with Shropshire and the local community. Having teamed up with Enjoy England, they wanted to celebrate their 'we love local' ethos, in conjunction with an online promotion whereby consumers entered on-pack codes for the chance to win 'local' prizes. We created the 'Local Treasures' website to frame the promotion. Using Google maps, it not only housed the competition mechanics, it encouraged people to populate a map of the UK with their own 'local treasures'.

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muller two

HOW YOGURT IS MADE

Who would've thought making yogurt could be so much fun? Put on your white coat and hairnet and follow the milk on its 24-hour journey from farm to pot.

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Client: Hyundai UK

Project: Website/microsite/emails

Role: Concepting/Copywriting

Agency: Carlson Marketing UK

Art Direction: Piggy Lines, Katherine McDonald

Design: Bjorn Jansen, Austin Humberson

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hyundai

THE HOTTEST NUMBER IN TOWN

When Hyundai's bestselling city car was given a slick new makeover, we created an integrated campaign to match. Beautifully illustrated, we gave it the look and feel of a Time Out-style magazine to reflect the proposition: 'the new i10 takes you to all the best places'.

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hyundai

STOP BEING SO... SQUARE

It's not until you actually stop and think about it that you realise how much of our lives we spend in boxes. Or surrounded by squares. We created this integrated campaign to showcase Hyundai's curvy new compact MPV - the i20 - and take the edge of all those sharp corners.

hyundai

STOP BEING SO... SQUARE

It's not until you actually stop and think about it that you realise how much of our lives we spend in boxes. Or surrounded by squares. We created this integrated campaign to showcase Hyundai's curvy new compact MPV - the i20 - and take the edge of all those sharp corners.

muller one

WINNING HEARTS AND MINDS

Beautifully designed, ingeniously efficient - the Hyundai ix35 was created to appeal to drivers' emotional and rational sides. Having inherited some rather peculiar ATL creative, our task was to bring it to life in the digital space and create some engaging DM. Watch the video to see how we did it.

hyundai

WHICH ONE WILL YOU TAKE A SHINE TO?

This was a targeted piece sent out to Hyundai owners of 4-5 years. The idea being to get recipients to 'take a shine' to the new 'i' range, if they were thinking of buying a new car.

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The co-operative Bank

The co-operative Bank

The co-operative Bank

Client: The Co-operative Bank

Project: Business Banking Marketing
Communications

HONESTY IS THE BEST POLICY

The Co-operative Bank offers a range of accounts and financial services for business and community organisations - all underpinned by the principles of its unique Ethical Policy. During my time at Relay Marketing UK I worked on a broad range of marketing communications for The Co-operative Bank's Business Banking division - including direct mail, customer magazines, print ads and websites.

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Ncype

Ncype

Ncype

Client: National Centre for Young People with
Epilepsy

Project: Annual Report

BETTER FUTURES FOR YOUNG PEOPLE WITH EPILEPSY

The National Centre for Young People with Epilepsy (NCYPE) is a national charity for children and young people with epilepsy and other neurological conditions. It provides a wide range of specialist educational, medical and residential services to help them get the most out of life.

While working at Aquarium Writers I produced the copy for NYCPE's Annual Report. The brief was to weave some of the individual children's stories in amongst the facts and figures, with a view to attracting more charitable donors.

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Xerox

Xerox

Xerox

Client: Xerox

Project: Direct Mail piece

NO MORE WHITE ELEPHANTS

Xerox is a world leader in full colour, high speed, digital printing press models that offer benchmark productivity, print quality and economics. The challenge for this communications piece was to target the customers of Xerox's main competitor and promote the Docucolor 6060 as the industry standard for digital colour printing.

A children's storybook style was used bring to life the benefits of the Xerox Docucolor 6060, and paint its closest rival as a 'white elephant'.

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Barclays

Client: Barclays Bank

Project: Internal communications magazine

DOING THE BUSINESS

During my time with The Communications Team, I was contributing editor on The Business - a 24-page, full colour monthly internal magazine for Barclays Corporate Banking staff, including topical features, interviews and competitions.

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University

University

University

Client: Roehampton Institute London

Project: Prospectus

UNIVERSITY CHALLENGE

Working in the marketing department of Roehampton Institute London, I produced all the copy for this groundbreaking magazine-style prospectus, which won a Communicators in Business award

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Lurpak

Client: Anchor

Project: Great Rewards Round-Up

Role: Copywriting

Agency: Carlson Marketing UK

Art Direction: Scott Bedford

Design: Ewan Evans

BORN TO BE WILD

The Great Rewards Round-Up not only shifted heaps of product, it delivered Anchor's free-range brand vision right into the hands and lives of a very specific target audience. Furthermore, the initiative was carried through to digital, experiential, promotional and trade activity.

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cancer

cancer

cancer

cancer

Client: Cancer Research UK

Project: Race for Life Experiential

Role: Concepting/Copywriting

Agency: Carlson Marketing UK

Art Direction: Katherine McDonald

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LET'S MAKE TRACKS IN THE FIGHT AGAINST CANCER

Our 'Step out and join the girls' experiential campaign focused on how small steps by individuals add up to huge leaps forward in the fight against cancer. Encouraging participants to add their 5k to the journey, it ran in shopping centres and superstores all over the UK, supported by a selection of collateral including leaflets, posters, window stickers, photo frames and umbrellas.