Where: Wasserman
When: May 2025
I contributed to the content development for the official launch of the groundbreaking tech partnership between Microsoft and the Premier League. My work involved translating a complex technical transformation into a compelling, fan-centric brand story.
I wrote the core narrative and editorial copy for the Microsoft Unlocked feature story, detailing how Microsoft's trusted cloud and AI technology is building the leading platform in global sport.
Read the feature: https://unlocked.microsoft.com/premier-league/
I also scripted the official announcement video, which positions the platform as the new home of Premier League content. The script focused on the challenge of uniting a global passion into one seamless, personalised fan experience.
Watch the video: https://www.youtube.com/watch?v=-P35wAhOP6c&t=1s
Where: MullenLowe
When: November 2020-February 2021
Vaginal infections are common, but talking about them often feels embarrassing. The goal of this project for Canesten was to tackle that discomfort head-on by creating a lighthearted, non-judgmental landing page designed to demystify symptoms and promote their self-test kit.
The copy uses a warm, empathetic tone to transform what is typically clinical, intimidating content into a reassuring conversation, taking the “sting” out of seeking help.
Where: Skew
When: February–March 2024
This is a thought leadership piece I ghostwrote for a brand licensing agency Skew, positioning them as experts in brand growth.
It features in-depth analysis of key case studies, including the strategies of Star Wars, Red Bull and Virgin, to illustrate instances of successful and failed brand extensions.
The piece also provides practical advice on risk mitigation, building brand equity, and forecasting the future of creator-led brand licensing.
Read it here: https://skewstudio.com/blog/what-is-brand-extension
Where: Proximity Worldwide
When: March 2015-April 2016
You know that bit of writing on the inside of a Rizla packet that says ‘Keep rolling with the world’s No. 1’? I wrote that.
They ended up adopting it as their worldwide slogan, and it appears directly on the packaging of Rizla products in more than 120 countries.
This concise, powerful phrase serves as the brand’s core quality promise, reinforcing its position as the top-selling rolling paper globally and is an integral part of Rizla’s identity.
I also developed a distinct brand positioning and product messaging copy for the launch of Rizla Natura, aiming to attract a consumer audience that values authenticity, simplicity, and natural ingredients. The copy established a clear identity for the new line that differentiated it from existing Rizla products.
Where: Table19
When: March-June 2018
Briefs were coming in from clients asking us to create campaigns that get customers to stay opted in, but inboxes were full to the brim with emails asking people to do just that. This gave us the perfect opportunity to do something that really stood out.
This Sky email focused fully on the FOMO factor. We created a hypothetical, next-generation remote and pretended to launch it, before revealing that although it doesn’t exist, if it did we wouldn’t be able to tell anyone about it.
We also produced a DM version for customers whose email addresses weren’t on the mailing list.
Where: RPM
When: October-November 2023
I contributed to the transformation of Diageo’s online support platform for businesses. Diageo One provides advice, critical insight, and tools that helps to supercharge businesses with its free to use marketing tools, training materials and 24/7 support.
Previously only available to the on-trade, we gave Diageo One a fresh new look and tone of voice to ensure the platform meets customer needs via desktop, mobile and app.
Where: Table19
When: March-June 2018
This direct mail piece for Unison HomeBuyer tackles a major pain point for prospective US homeowners: the hefty down payment required to secure a house, often compounded by mandatory mortgage insurance. The goal was to educate recipients on Unison's unique, non-debt-based financing model.
Where: Just Eat Takeaway.com
When: June-November 2025
For Just Eat's B2B audience, I developed the copy and content fo its Partner Hub platform. My work involved creating in-platform copy to guide restaurant partners through key tasks, as well as authoring an extensive library of Knowledge Centre articles – I also wrote the engaging, step-by-step scripts for the video tutorials.
Where: Receipt Bank/Dext (in-house)
When: July-November 2019 & October 2020
The challenge at Receipt Bank (now Dext) was to convince a traditional accounting industry to adopt modern tech. My work focused on shifting that mindset through multiple campaigns, balancing product benefits with more thoughtful discussions.
The copy directly addressed pain points – offering “hands-free” efficiency and secure data to accountants tired of chasing clients, while CEO interviews and ICAEW-partnered content used relied on data to challenge the industry to ask why firms weren't making use of tech to do the heavy lifting.
Where: Havas CX Helia & in-house (client-side)
When: July-October 2024 & October 2024-May 2025
I spent 10 months with the team behind everyone’s favourite meerkat-loving price comparison website, working on everything from long-form articles that went the distance to snappy, engaging email newsletters that actually got opened.
Where: KHWS
When: July 2018
I probably could have gone my whole career without having to write about agricultural lubricants.
It’s not a subject matter that’s close to my heart, and nor did I know what an agricultural lubricant was until this brief found its way to my desk.
If I hadn’t done my research I would have assumed it was something to do with bovine insemination. But armed with nothing other than an Excel spreadsheet of product specifications, I was able to produce this jargon-busting leaflet.
Where: STEEL London
When: July 2018-July 2019
This integrated direct marketing campaign for Boost Energy, executed across both direct mail and email channels, was designed to convert prepay meter users by highlighting the core convenience and control offered by smart digital top-ups.
The copy tackles the major pain point of traditional prepay meters (the necessity of physically topping up) and positions Boost as the smart choice for people on prepaid energy.
Where: eg+ worldwide
When: January-May 2022
This copy was created to introduce the LEGO x Horizon Forbidden West product line, bridging the rich, deep lore of the PlayStation video game franchise with the unique building experience of LEGO.
The challenge was to engage both dedicated fans of the Horizon games and general LEGO enthusiasts by highlighting the authenticity of the characters and machines across the range.
Where: eg+ worldwide
When: January-May 2022
Dentists care about proof, so the copy led with facts: the Philips Sonicare Cordless Power Flosser is up to 180% more effective than string floss for gum health.
But rather than getting bogged down in jargon, we broke down each feature – Quad Stream cleans nine times more area than the competitor, while Pulse Wave tells you when to move so you don’t miss a spot.
Where: Haygarth
When: April-June 2021
This project was my first foray into scriptwriting for a TV commercial. Promoting Systane Complete – an advanced eye drop formula – the challenge was to translate complex scientific benefits into concise, consumer-friendly language suitable for a short TV spot.
The copy needed to clearly establish Systane Complete as the ideal first-line treatment by communicating three key claims: it treats every type of dry eye, it uses nano-droplet technology for enhanced delivery and it’s long-lasting.
To mark the centenary of the First World War, the Royal British Legion asked us to say ‘Thank You’ to the generation of people who helped to shape our world as we know it today.
To make it easier to think of fun and inspiring ways to do that, we produced the Big And Little Ways To Say Thank You booklet, which was free to pick up at any Royal British Legion branch or download from the RBL website.
Where: Dunnhumby
When: March-August 2014
I worked on print and digital copy for a bunch of Tesco marketing campaigns, covering everything from food to homeware. A big part of that was writing communications for The Orchard at Tesco scheme, where members got to try new products and share their honest opinions on social media. This included a tricky one: crafting persuasive copy to reassure customers about the new range of succulent steaks. We had to work hard to build trust right after the horse meat scandal by talking up the 100% British and Irish sourcing and expert maturing processes. I also helped with the launch of Tesco's affordable New Home Range, driving people to use coupons and check out the new themes.
On top of that, I put together the Summer Entertaining Brochure back in 2014, making sure the recipes and barbecue tips got everyone excited for the FIFA World Cup in Brazil – getting Britain's taste buds sizzling all summer long.
Where: Table 19
When: March-June 2018
I produced strategic email direct marketing copy for Investec's private banking and savings divisions, with a focus on enhancing client engagement and communicating complex updates clearly. This involved creating personalised content derived from client survey results, highlighting priorities like savings optimisation and future planning, to demonstrate a tailored service approach.
My work also included writing informative digests on key financial trends and technology, covering topics from sustainable investing and Brexit's economic impact to the launch of their voice biometrics security feature.
Where: Which?
When: July-September 2014
I developed reader-focused advertising copy for Which? Magazine, supporting key consumer services and membership benefits. The goal was to quickly communicate utility and trust to the publication’s audience of almost half a million people.
My work focused on promoting two core areas: consumer research for holidays and the Which? Trusted Traders scheme. For holidays, I highlighted the depth of product testing and practical travel advice available to members. For the Trusted Traders service, the copy successfully launched the new initiative by acknowledging the difficulty of finding reliable tradespeople and encouraging readers to recommend their own trusted mechanics, plumbers and builders.
Where: Agent3
When: April 2021
I wrote the copy for a Salesforce B2B infographic focused on how having all their data in one place helps clients make smart, fast business decisions.
The copy's objective was to explain how Salesforce helps clients think smarter about their data, allowing them to turn insights into action. I featured a specific case study with the Co-op, illustrating how connecting their customer services across the business allowed them to transform queries into opportunities, share insights and build relationships.
This work demonstrates my skill in simplifying complex themes and integrating client testimonials to produce results.
Where: Harvey Nichols
When: October 2014-February 2015
Harvey Nichols: Luxury Event and Promotional Copy
I developed high-end, aspirational invitation and promotional copy for Harvey Nichols, managing communications for a series of exclusive in-store shopping events held across the year, including key seasonal periods like Christmas and summer.
The copy successfully drove attendance and maximised sales by promoting a luxurious in-store experience, clearly detailing discounts and complimentary food and drink tastings, live music and special dining packages.
Where: STEEL London
When: July 2018-July 2019
I produced engaging, brand-aligned email copy for Boden, driving sales and promoting new seasonal collections and key products across their women's, men's, and childrenswear collections.
My work covered both promotional and content-driven campaigns. I created urgent sales announcements using compelling, conversational language to encourage immediate action. I also developed vibrant, aspirational copy for new season launchs, all while maintaining Boden's distinct witty, relatable and quintessentially English tone of voice.
Where: Teamspirit
When: September-October 2021
I developed a series of multi-format social media posts (LinkedIn and Twitter static posts, GIFs and carousels) for Barclays Investment Bank. The campaign’s objective was to promote key insights from Barclays’ ESG issuance trends.
The copy was crafted to drive high-value traffic to a video series focusing on the growing urgency of net zero and sustainability commitments driven by investor demands.
Where: Teamspirit
When: September-October 2021
I developed a series of employee engagement and educational campaigns for Fidelity International’s Workplace Investing division. The copy was designed to demystify complex pension concepts and motivate employees to actively manage their retirement savings.
All messaging was tailored to drive clear actions, prompting employees to log in to check balances, update details and use the available savings tools.
Where: Proximity Worldwide
When: March 2015-January 2018
I created print advertising copy featured in the Waitrose Food Magazine for Tilda’s ready-to-heat rice range. The campaign emphasised Tilda’s 40-year history as the UK's top-selling Basmati rice, balancing premium brand heritage with modern consumer demands.
The copy addresses contemporary demands for nutritious meal options that are both quick to prepare and healthy.
Where: Hi Mum! Said Dad
When: April-May 2021
Bestinvest gives people all they need to invest with confidence. We reinvented its proposition and brand to encourage more customers to master their money.
When people can ‘see’ their personal financial goals, they become better at moving towards them. Bestinvest wanted to tap into this, by helping more people understand the impact of today’s decisions on tomorrow.
It was essential that we respected the needs of the loyal customer base whilst creating a platform that would resonate with a new audience.
We designed a best-in-class user experience, to make sure that Bestinvest is always engaging and accessible. Click the gif to see some examples.
Where: KHWS
When: July 2018
I developed in-store and print marketing copy for the launch of Samsung's flagship 2018 television lineup, including Premium UHD, QLED, and The Frame models.
My work involved translating complex technical features into clear, impactful consumer benefits focused on true colour vibrancy and picture clarity.
I placed special emphasis on the unique design-focused innovations: QLED's Ambient Mode – which seamlessly blends the screen into its surroundings – and The Frame's Art Mode, positioning the TV as a premium, customisable piece of interior decor.
Where: STEEL London
When: July 2018-July 2019
I developed engaging marketing copy for the Warner Bros. Studio Tour London, focused on promoting seasonal events and announcing major venue expansions. This work aimed to drive ticket sales and enhance the visitor experience for both new and returning guests (Muggles).
My primary tasks involved writing promotional copy for events like ‘Explore the Darkness of the Wizarding World’, detailing immersive experiences such as the Great Hall's Dark Arts decoration and live Death Eater wand combat duels. Concurrently, I created clear, exciting communication around the brand new Studio Tour entrance and Hub, highlighting new features including an extended shop, new dining options (the Chocolate Frog Cafe and Studio Tour Hub), and the impressive, suspended Ukrainian Ironbelly dragon model.
Where: Turo
When: October 2019-March 2020
I created copy for Turo, the peer-to-peer car-sharing platform, across several key campaigns, positioning the service as the smarter alternative to traditional car rental.
My work involved writing for both sides of the marketplace: for guests, I wrote promotional banners with strong discounts to drive first-time bookings, emphasising the huge variety of affordable cars available – from a tech-forward Tesla to a rugged Jeep.
For hosts, I created a data-driven infographic that used impressive UK market statistics (like average host earnings of £377/month) to attract new listings, and I also developed exclusive email copy offering a free Lightfoot device, focusing on practical benefits like reducing insurance claims by up to 40% and cutting down on vehicle wear and tear.
Where: Table19
When: March-June 2018
I contributed copy for a major Sainsbury's Christmas loyalty campaign focused entirely on driving the crucial “big shop”.
The challenge was keeping customers engaged and swiping their cards when they were being constantly bombarded with rival festive offers.
The key strategic insight was shifting the narrative from a simple countdown to Christmas to a positive count-up of the customer's accrued Nectar points, by identifying customers who historically saved their points for the festive period.
The results validated the strategy, achieving a massive 82% customer participation rate, delivering an impressive 43% email open rate, and helping Sainsbury's achieve a 7% sales uplift on the previous year's Christmas figures.
