Words that work for people. Not just search engines.

A versatile writer and conceptualiser with more than 10 years experience, I can bring real creativity to your brief and deliver well-targeted, engaging copywriting that gets results.

Websites, email, direct mail, brochures, magazines and newsletters. I've worked on them all, for clients including Coca-Cola, Lurpak, Hyundai, Müller, The Co-operative Bank, Xerox, Anchor and more.

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

Special thanks must go to Scott Bedford, who worked with me on many of the ideas you're about to see, as well as Bjorn Jansen, for his formidable design talents.

It was time to shake the mothballs out of my tuxedo in December 2009, having bagged a silver and bronze for my Lurpak work in the latest DMA awards. Take a look in the 'trophy cabinet' for more details.
View awards

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.
View creative

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.
View creative

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.
View creative

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.
View creative

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.
View creative

Another turkey from Carlson? Hardly. In Christmas 2008, we set out to bring Carlson's 'actions speak louder than words' proposition to life and raise some money for good causes too.
View creative

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.
View creative

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.
View creative

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.
View creative

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.
View creative

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.
View creative


close X
Lurpak

Client: Arla Foods

Project: Lurpak website/emails

Role: Concepting/Copywriting

Agency: Carlson Marketing UK

Art Direction: Scott Bedford

Design: Bjorn Jansen

View sample copy

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.

close X

Client: Coca-Cola

Project: 'Coke Zone'

Role: Concepting/Copywriting

Agency: Carlson Marketing UK

Art Direction: Scott Bedford

Design: Bjorn Jansen, Ewan Evans

View sample creative

  • coke
  • coke
  • coke
  • coke
coke

WHERE HAPPINESS COMES IN BOTTLES

It's my responsibility to devise seasonal and themed campaigns to live within the Coke Zone site, and write engaging copy that engages the target audience of 16-24 year-olds.

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

coke

CHRISTMAS COMES EARLY AT COKE ZONE

To celebrate the joys of instant gratification, we developed this little piece of festive jollity, which showcased a range of must-have rewards on offer in the weeks leading up to Christmas. And it turned out to be a big hit.

As well as being Nielsen's No1 UK Grocery Brand, Coke Zone had the most unique web visitors of all the Superbrands Top 10 UK Grocery Brands (as published Feb 2008), with 456,000 unique visitors in November 2008. That's more than Nike (366,000) or Adidas (102,000), and other well-established loyalty programmes such as Airmiles (455,000).

View creative
coke

GET IN THERE MY SON!

The Street Striker microsite was created to drive traffic to Coke Zone's 'football' rewards section and promote Wayne Rooney's 'Street Striker' TV show. (Wayne is sponsored by Coca-Cola.)

View creative
coke

GET YOUR KICKS IN EXTRA TIME

Check out the football section of the Coke Zone site for competitions, exclusive rewards, free downloads and a decent helping of terrace banter. Real fans only!

View creative
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.

close X

Client: Müller

Project: Müller microsites

Role: Concepting/Copywriting

Agency: Carlson Marketing UK

Art Direction: Scott Bedford

Design: Lisa Price

View sample creative

  • muller one
  • muller two
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'.

View creative
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.

View creative
close X

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

View sample creative

  • hyundai
  • hyundai
  • hyundai
hyundai

DON'T WRITE OFF A HYUNDAI UNTIL YOU'VE DRIVEN IT

From its humble beginnings as a Korean engineering firm, Hyundai has risen to become the world's sixth largest car manufacturer. We created this microsite to help them increase the number of test drive requests they receive - by encouraging visitors to discover why a new Hyundai would tick all their boxes.

View creative
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.

hyundai

PICK OUT YOUR PERSONAL HIGHLIGHTS

This DM piece was created to support Hyundai's 'What really matters?' ATL proposition and encourage prospects to take a test drive.

The pack has been shortlisted by Marketing Week for their 2010 Direct Marketing award.

close X
xmas

Client: Carlson Marketing

Project: Christmas microsite 2008

Role: Concepting/Copywriting

Agency: Carlson Marketing UK

Art Direction: Scott Bedford

Design: Lisa Price

CORPORATE CARDS? BAH HUMBUG.

In Christmas 2008, we decided to abandon the dreaded festive greetings card and try something different. So we set out to bring Carlson's 'actions speak louder than words' proposition to life and raise some money for good causes instead.

close X
  • The co-operative Bank
  • The co-operative Bank
  • The co-operative Bank
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.

close X
  • Ncype
  • Ncype
  • Ncype
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.

close X
  • Xerox
  • Xerox
  • Xerox
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'.

close X
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.

close X
  • University
  • University
  • University
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

close X
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.

close X
  • Award
  • Award
Award
Award

Client: Arla Foods

Project: Lurpak website/emails

Role: Concepting/Copywriting

Agency: Carlson Marketing UK

Art Direction: Scott Bedford

Design: Bjorn Jansen

WORK THAT WINS A DMA HAS WON CUSTOMERS.

With brilliant strategic thought and creative ideas acting as the drivers to achieve outstanding results, no wonder the DMAs are so highly regarded by clients and agencies alike.