Just UX/ DIGITAL/ CRM
WEB COPY – MERCEDES-BENZ AMG GT ROADSTER – UK
I also wrote copy for several other models, including the GLB SUV. (Samples below.)
Agency: Publicis Emil London.
WEB COPY – MERCEDES-BENZ GLB – UK
Copy for “designo” individualisation options and MBUX multimedia system.
Agency: Publicis Emil London.
NEW OWNER WELCOME PACK 2016 – TEASER LETTER – WORLDWIDE
Sent in advance of the customer receiving their car.
I wrote the story for brand spokesperson Massimo Bottura – the three-star Michelin chef – based on facts I came across during research.
NEW OWNER WELCOME PACK 2016 – CRM – WORLDWIDE
Included a 35-page magazine celebrating the heritage of Maserati and the Emilia-Romagna region. And a coupon for premium Aceto Balsamico.
The copy was based on my research and interviews with five Maserati spokespeople. Some sample pages below.
Agency: Geometry Global.
MAGAZINE SAMPLE PAGE – FEATURING BRAND SPOKESPERSON MASSIMO BOTTURA
Italy’s famous chef scours the Emilia-Romagna region in his Maserati Ghibli, sourcing fine ingredients. (The quote’s one I cooked up for him.)
SAMPLE PAGE FEATURING BRAND SPOKESPERSON MATTEO PANINI
The Modena-based entrepreneur owns the Maserati Panini Museum and neighbouring organic Parmesan farm “Hombre”.
In the article, parallels between cheese and automobile craftsmanship in the Emilia-Romagna region are explored.
MASERATI NEW OWNER MAGAZINE 2017 – FRONT COVER – WORLDWIDE
Translation: “Welcome to the family”.
NEW OWNER MAGAZINE 2017 INTRO PAGE – “REBELS IN DEEP CONSERVATIVE BLUE”
I researched and wrote the 20-page magazine.
The intro page was based on a tone of voice manifesto I’d developed.
At the time, deep blue was Maserati’s brand colour.
Agency: Geometry Global.
SAMPLE PAGE
SAMPLE PAGE
CRM – MASERATI QUATTROPORTE TEST DRIVE INVITATION – WORLDWIDE
Agency: Geometry Global.
LAUNCH EVENT AND CRM – 2017 MASERATI QUATTROPORTE
I wrote the “Meet Your Equal” claim and copy. (Unfortunately part of the CRM copy was altered without my input.)
Agency: Geometry Global.
OPEL e-MOBILITY HUB – LAUNCH UX COPY – EUROPE
I wrote the copy for the hub, working together with the designer on content structure.
The German client subsequently altered some of the sections, (hence the occasional language irregularity).
Agency: McCann Worldgroup Frankfurt.
(See “Just Social” section of site for Opel Instagram wall.)
OPEL GRANDLAND X – CRM – MULTI PHASE EMAIL LAUNCH – EUROPE
Three emails culminating in a test drive invitation. These were fine tuned into two audience streams, based on data.
Agency: McCann Worldgroup Frankfurt.
BMWi – BRAND PERSONA AND TONE OF VOICE – WORLDWIDE
As well as editing the initial launch copy, I wrote the brand manifesto, (above).
Agency: KKLD NYC/Berlin.
(See “One Offs” and “Just Film & Radio” sections for print and TV work.)
BT BUSINESS – MY ACCOUNT “ROLES” – UX COPY
I worked across four Agile squads simultaneously: My Account, BT Business app, Identity and BT Cloud Voice Express portal/ app.
Customer journeys were often complex. The task was to make them simple, and keep the tone of voice conversational.
Agency: working directly for the client.
BT BUSINESS – CLOUD VOICE EXPRESS PORTAL – CALL DIVERT FEATURE
BT BUSINESS – CLOUD VOICE EXPRESS APP – APP STORE HEADER
BT BUSINESS – CLOUD VOICE EXPRESS APP – ONBOARDING JOURNEY
RWE – B2B BROCHURE – GERMANY/ HOLLAND
The 19-page brochure presented RWE to potential energy partners in the Netherlands, (where it was none too popular).
Agency: Jung von Matt.
RWE – BRAND CLAIM – WORLDWIDE
Agency: Jung von Matt.
SUKRIN – TONE OF VOICE, UX AND PACK COPY – UK
I assisted with the tone and copy for this Scandinavian health food brand's UK launch.
Agency: working directly for the Sukrin client.
CHARITY: WATER – UX COPY – UK
I assisted with the UK launch of the brand.
Agency: Freedman International.
CHARITY : WATER – CRM LAUNCH – UK
Agency; Freedman International.
MEGA MARS BAR – TABLOID PRINT – UK
Agency: Leo Burnett/ Darcy
LEICA SL – PRINT LAUNCH – EUROPE
Agency: Geometry Global.
LEICA Q – TWITTER LAUNCH – EUROPE
Agency; Geometry Global
LEICA – B2B INVITATION TO THE SCI-TECH OSCARS
Leica’s Summilux-C cine lenses were nominated by the Academy of Motion Picture Arts and Sciences.
Agency: Geometry Global.
ADIDAS RUNNERS GUIDE – INTERNAL
A guide to setting up the adidas runners brand in all markets worldwide. (Can't show as confidential.)
Agency: Heimat Berlin.
RODENSTOCK ROCCO EYEWEAR – SOCIAL/ DIGITAL/CRM BRAND RELAUNCH – EMEA
Rodenstock's Rocco models were popular from the 1960s onwards, until production ceased in 1990.
To reintroduce the brand, a tongue-in-cheek story explained where Rocco had been all that time.
I wrote the story to fit random images/footage that had already been shot.
Also suggested users could submit stories to explain Rocco's disappearance, if they didn’t believe ours.
The client was up for it, and added the competition element to digital, social and the brochure.
Agency: Eat, Sleep + Design Berlin.
RODENSTOCK ROCCO BRAND RELAUNCH – BROCHURE
BROCHURE – SOCIAL COMPETITION PAGE
Users can submit their own stories to explain Rocco's disappearance, if they don’t believe the brochure’s. For a chance to win Rocco eyewear.
RODENSTOCK ROCCO BRAND RELAUNCH – VIDEO
SOCIAL – #whereisrocco
(For Rodenstock Rocco retail work, please see “Folio” section.)
LLOYDS BANKING GROUP – FINANCIAL TECH COPY – INTERNAL/ CONFIDENTIAL – UK
A series of best practice and tech implementation guides which I developed together with Lloyds Banking Group's IT teams.
Included documents and videos covering topics such as Agile, Devops and Continuous Integration.
Agency: Publicis.Sapient London.
LLOYDS BANKING GROUP – AWARDS SUBMISSION COPY – UK
Copy for entry into an "Excellence in e-commerce" category.
Banking is well-known for lagging behind other sectors in this respect.
Agency: Publicis.Sapient London.
FINANCIAL COPY – INTERNAL/ CONFIDENTIAL – UK
A pitch for HSBC's business titled "The future of banking".
Agency: Oliver London.
HSBC – LAUNCH UX APP COPY – UK
I worked on the onboarding and call centre copy for the app. (Can’t show: confidential.)
Agency: Publicis.Sapient London.
BOSTON CONSULTING GROUP – PRINT AND DIGITAL – FINANCIAL TIMES – UK
Examples from a sequence of ads in the Financial Times and on ft.com. The ads that highlighted BCG’s achievements for its clients.
I’ve worked directly for BCG on print, web, B2B, video and social posts.
Agency: working directly for BCG.
TED@BCG – EVENT INVITE
TED@BCG – PROMOTIONAL VIDEO – YOUTUBE
Edited together from the source material of several key speakers.
Agency: working directly for BCG.
BCG CLIENT: DAMCO/ TWILL – LAUNCH COPY AND TONE OF VOICE
Twill is a digital freight-forwarding venture from Damco, supported by BCG.
I wrote the landing page launch statement above, plus copy.
Agency: working directly for BCG.
INVEST EU – GOVERNMENT AND PUBLIC SECTOR – UX COPY – EMEA
Communicating to the public what EU investments achieve across Europe.
The copy has since changed from my original version.
Agency: Scholz & Friends Belgium.
SAGE PAYMENT SOLUTIONS UX B2B COPY – UK
I’ve worked on several of Sage's products, including Sage Accounting, Sage Enterprise Business Management Solutions and Sage HRP.
Agency: Freedman International.
B2B BROCHURE – UK
Publicised a documentary film about conductor Valery Gergiev’s travelling orchestra to potential sponsors.
Agency: working with the film director’s publicist.
B2B PROMO VIDEO – UK
Video to promote a documentary film about conductor Valery Gergiev to potential sponsors.
Agency: working with the film director’s publicist.
SHELL – INTERNAL DEALERSHIP SALES COMPETITION – EMAIL – WORLDWIDE
I also wrote the follow up, competition status and winner announcement emails.
Agency: Freedman International.
SHELL – BANNER – EUROPE
Shell miGarage app banner.
Agency: Freedman International.
RENTOKIL INITIAL – RECRUITMENT & EMPLOYER BRANDING – DIRECT, DIGITAL AND TONE OF VOICE – UK
Agency: The Team, London.
RENTOKIL INITIAL SAMPLE COPY: THE BRAND STATEMENT
Part of the invitation pack for potential recruits.
ASSOCIATION OF CHARTERED CERTIFIED ACCOUNTANTS (ACCA)
CRM COPY FOR MEMBER JOURNEYS – AND UX COPY FOR LANDING PAGE
Emails targeted all stages of the ACCA membership journey: acquisition, engagement and retention.
Agency: Consider Creative London.
ACCA EMAILS – ACCREDITATION JOURNEY
For non-registered affiliates.
ACCA EMAILS – ACCREDITATION JOURNEY
For registered affiliates.
RAW ROLLING TOBACCO – LAUNCH CAMPAIGN, PRINT – EUROPE
Agency: Jung von Matt.
