The UK's Met Office publishes magazines designed to inform and entertain an extraordinarily wide range of people. Some are ordinary citizens interested in the weather - and who indirectly, through taxation, support the Met Office. Others are more direct stakeholders - such as: People who work in the many businesses and organisations that depend on the [...]
Copywriting portfolio – a growing compilation of projects in a huge range of sectors, for clients large and small
This is a big long list of all my portfolio items added so far. There are many more to come, as I’ve worked on thousands of projects for hundreds of clients, large and small.
To see a specific type of project, such as websites or brochures, please use the drop down menus. Or explore categories and tags.
There are also links for specific sectors such as telecoms, technology and the environment.
The Eliot Partnership is the global insurance industry’s leading executive search firm. The London-based firm provides a full range of recruitment services for the insurance sector - helping its clients find, attract, reward and retain the most talented individuals in the industry. When it came time to launch a new website, the company asked me [...]
The essential thing with advertising is not to get too clever. Or obscure. Sometimes the best approach is to simply get the core benefits into the headline, then repeat them with some elaboration in the first sentence. Then build on that, focusing all the time on what's in it for the reader. Because the moment [...]
I've worked on many projects over the years for telecoms clients, many of them mobile phone operators who want to improve communications with customers. For Vodafone, for example, I've written marketing materials aimed at both consumers and business clients. One example was a brochure designed to win new business customers for Vodafone by helping position [...]
Audiology specialists Pindrop Hearing wanted to communicate the benefits of good hearing and the options available to clients who are suffering from hearing loss. The Harley Street specialists wanted to position themselves as a leading specialist hearing aid consultant, showing that they understood the issues and could provide independent, expert advice. I was asked to [...]
Atlantic Creative are specialists in graphic design and branding for the food service industries. They provide marketing expertise to some of the biggest and best known brands in the world. When it came time to produce a brochure to promote its own services, design agency Atlantic asked me to write the copy.
Cube Consult asked me to help with their marketing and branding. I wanted to make Cube appear friendly, approachable and human, so I indulged in a little word play, designed to reinforce the branding and make it more memorable
For Seiko, I was asked to write a marketing pitch for their new range of auto-relay kinetic watches - watches that need no battery and which draw their power from the wearer's own movement. The copy was so convincing, I even bought a watch myself!
Over many years I've written a range of news items and in-depth articles for multi-national manufacturing company FCI Electronics. FCI designs and manufactures connectors used in cars, telecoms, data storage, consumer electronics, industrial applications and medical instruments.
Nexans manufactures cables and cabling systems designed to raise industrial productivity, improve business performance, enhance security, and deliver network reliability. The company is a global player in the infrastructure, industry, building and Local Area Network (LAN) markets, with an industrial presence in 40 countries and commercial activities worldwide. Nexans employs 25,000 people and had sales in 2012 [...]
SAP is one of the world's biggest software companies - creators of the one of the leading ERP (enterprise resource planning) solutions. This is the kind of software used to run major corporations - and it can handle everything from controlling robots on the factory floor to administering the HR department and fine-tuning the supply [...]
Autilla is a relatively new company formed by a small team of broking experts, all them with extensive experience in the sphere of hard commodities trading. For those not familiar with the field, this essentially means gold, silver, platinum metals, similar precious metals and iron ore. The company was set up to take advantage of [...]
The Axis Group specialises in maintaining and improving housing, retail and commercial properties. The Group has turnover in excess of £75 million and employs more than 500 people working out of six offices across England. The group needed a website that would demonstrate the range of its expertise, its extensive experience and the wide range [...]
The Chagos Islands lie in the middle of the Indian Ocean - the world’s largest coral atoll made up of 55 tiny islands in quarter of a million square miles of the world’s cleanest seas. The official name for the islands is the British Indian Ocean Territory, and they have belonged to Britain since the [...]
IT company Agresso creates software that handles financial transactions for major companies. The solutions compete with ERP (Enterprise Resource Planning) offerings from the likes of SAP and Oracle - although Agresso's software often provides greater agility and value. The company needed to promote its services and solutions both to prospects and to existing clients, to [...]
The environment agency produces a range of magazines it sends out to anglers - who are a major source of revenue for the organisation. Fishermen are also highly useful to the agency, because they can act as eyes and ears on the ground and raise the alarm if there are any problems with water quality. [...]
Ahhhh, recruitment advertising. Most of it is cheesy, done on the cheap and in a rush. All too often it ends up clichéd, unimaginative and dull. However, the ABN AMRO bank assignment was a little different. They wanted a quality product - one that would help them to attract the brightest and best young graduates [...]
Jersey Telecom used Bluesource magazine as a way of keeping its business customers informed of new products and services. A Guernsey edition provided the same service for business customers of mobile operator Wave. The magazine included case studies, news and detailed information about products and services to help customers improve their operations. I wrote a [...]
For eight years I acted as editor of a business magazine, published up to four times a year. It was distributed to around 25,000 business clients of a nationwide collection of law firms. Each of the firms would send out the magazines to its business clients as a way of keeping them informed, demonstrating their [...]
Pirelli is perhaps best known for tyres… and calendars. But the company also makes fibre optic cables. In fact, Pirelli makes many different types of fibre optic cable. The company needed a way to differentiate their core offerings so customers could relate to them and understand instantly the benefits they provide. The names needed to [...]
The UK's Met Office includes around 30 pages of creative copy at the front of its Annual Report and Accounts, designed to inform stakeholders about the organisation’s work, its progress and advances in forecasting. It’s a wide audience, from senior MoD and Government figures to the business community, media and scientists. Generating the raw information [...]
When Adobe launched a new version of Acrobat, I was asked to write a direct mail campaign, emailers and a series of press adverts specifically targeting the designer community in the UK. Adobe also wanted to promote its capabilities in other areas - specifically workflow solutions for large enterprises. The challenge was to explain what Adobe's [...]
Some years ago - when print still ruled the roost and the web was in its infancy - I created a name for a large printing company that in one stroke delivered the basis of an entire brand. I was one of many copywriters asked to come up with a name for a major new print [...]
The Tesco Mobile brand makes a promise – one of clear pricing and information, so that you always know where you stand. No confusion marketing here. Every word of every sentence has to keep this promise. Any lapse in clarity and precision could lose a customer’s trust. The challenge was to pack in enough information [...]
vBulletin is the world's leading internet forum software package. If you've ever used forum sites on the web, then you've probably enjoyed the ease of use and functionality of their software. When they were revamping their own website, they asked me to take a look at the copy. I edited their text where necessary, created [...]
Dell is best known for affordable computer hardware. But the company also provides IT consultancy under the brand "Dell Professional Services." The company needed to explain its relatively new offering to the target audience, and position itself as the cost-effective and reliable choice. I was asked to create the copy for a brochure and a [...]
The Waste & Resources Action Programme (WRAP) is a government agency that helps individuals, businesses and local authorities to reduce waste and increase recycling. The aim is the make better use of resources and help tackle climate change. I was asked to help create readable and compelling executive summaries of two very long, very technical [...]
The wonderfully-named Quaggy River runs through part of South-East London, including the boroughs of Bromley, Greenwich and Lewisham. The river regularly flooded, due to development on the flood plain, and the Environment Agency had carried out a huge amount of restoration work. The aim was to alleviate flooding and restore the river as an amenity [...]
I was asked to write a website for Paradigm, a company that provides military grade satellite communications, primarily to the UK armed forces. Paradigm is the prime contractor for the Skynet 5 contract with the UK Ministry of Defence, valued at £3.6bn. The programme provides mobile voice, video, internet and broadcast communications for the UK [...]