Copywriting

A copywriter needs to be able to do more than, well, write copy. Before my fingers go anywhere near a keyboard, I listen and I learn to put myself in the shoes, objectives and stresses of you, your client, and your audience to gain a stronger understanding of the challenge. When it is time to write, there is pretty much no medium or sector in which I do not have experience creating content, whether measured in characters, seconds, or pages.

Concepting + Ideation

Whether the brief has just come in, or the presentation is tomorrow, I can work remotely, or collaborate on site – solo or in direct support of your team – to come up with strong ideas rooted in powerful truths.

Content Writing

LinkedIn posts. Thought leadership articles. Impact reports. Annual reports. I regularly work in the B2B space with organisations, representative bodies, and creative agencies to write informative pieces for specialist audiences. Sectors I have written content for include charity, building energy efficiency, IoT and healthcare.

Creative Strategy

In order to sell in a concept, quite often the story of where an idea comes from needs to be just as compelling as the idea itself. I specialise in the formulation and presentation of creative strategy. I also work with clients to reverse-engineer great work into creative strategies that explain why they work – because we’ve all been there: you’ve got a great visual, a catchy line, or a brilliant concept. Everyone thinks it’s amazing, but it’s not really on brief. I find ways to bridge that gap with creative strategy that gives it its why.

Website Copywriting

The ultimate proving ground for a new brand personality is the website, where the tone of voice needs to work and be able to flex beyond clever headlines and subheads – especially when the content becomes more technical, or when there is a high number of pages.

Whether rewriting existing content or starting from a blank page, one of my areas of expertise is writing and adapting copy to align with new guidelines, coming up with solutions when square-peg-shaped words don’t fit into the round-hole-shaped tone of voice.

Healthcare Copywriting

Rep-triggered emails. Event materials. Patient IFUs (instructions for use). Product detail aids. Disease awareness campaigns. I worked on a wide variety of international medical content for five years with the in-house creative studio of one of the largest pharmas in Ireland.

Brand Narratives + Storytelling

When a new brand build or brand refresh is taking shape, everyone is curious is to know how it will manifest over the next five years. Building on research and strategy work carried out so far, and conducting workshops with agency leaders and brand owners, I write brand stories that inspire clients and inform content for future creative execution.

Brand Identity

I work with brand design consultancies, and directly with clients, to help build the various elements of brand identity and personality. I can write company vision and mission statements, and collaborate closely to shape brand purposes, develop brand promises, create taglines, craft main value propositions, and determine tone of voice pillars.

Creative Direction

Talent and ambition are vital for emerging creative teams but, without clear direction and confident guidance, they can lose sight of the commercial objective. As a creative lead, I bring focus to the project, balancing artists’ ambitions with client expectations.

Name Generation

From medical devices to insurance products, furniture lines, pharmacy chains, and even buildings, I look at every aspect of a subject to come up with a name that will give it meaning in the minds of its owners and its end users.

Scriptwriting

With my background in creative advertising, I have written and produced dozens of TV commercials, and penned and recorded hundreds of radio spots. I write scripts for internal comms, corporate communications, and instructional videos.

 

 

 

Proofreading + Copy Editing

In addition to writing long-form copy, I also carry out proofreading assignments on large reports and websites. In publications with multiple contributors, I can act as editor to ensure the copy reads with one consistent, unified tone of voice, observing all styling conventions and copy guidelines.