About me

I’m passionate about crafting engaging on and offline copy that builds brands and loyalty. And with 13 years of agency experience, I’m currently Head of Copy at Haygarth in Wimbledon Village.

As a truly integrated and extremely versatile creative, I have worked across many channels, including online advertising, website copy, social media and eCRM, and offline in press, poster, DM, retail, experiential, sales promotion and radio. And my work at Carlson on Coke Zone for Coca-Cola, helped the agency scoop two ISP Gold awards in May 2010: Best Digital Promotion (multi-platform) and best Long Term Relationship Marketing.

I came to Haygarth as a Senior Copywriter in 2011 and was promoted to Head of Copy in 2012. Having spent most of my career as one part of a successful creative team, I would say 70% of my time is now spent working as a sole writer working on eCRM, DM and direct projects, while the rest is spent teaming up with different art directors and digital and offline designers on more conceptual jobs, including retail, experiential, SP and pitches.

As Head of Copy I oversee three other writers and since arriving at Haygarth I’ve helped to embed a new copy process, written guard books and allocated Copy Guardians for all our main clients, done a fair bit of ‘housekeeping’ and recruited two new members to ‘Team Copy’. I also set up, manage and write for Haygarth’s number one copy appreciation blog ‘ave a word.

My role has also included developing new tones of voice for key brands, such as Heinz Baby and Family Investments, of which I’m also Brand Guardian. The other main brands I regularly work on include Vodafone, Rachel’s Organic, L’Oreal, Audley luxury retirement villages, Sony Mobile, and H.Samuel .

Before Haygarth I worked with an art director at Carlson Marketing – a digital and loyalty agency – where I was first submerged into the digital world. There, I created long term campaigns for Hyundai, built long term relationships with consumers for MüllerLurpak, Anchor and Coca-Cola and created engaging experiential experiences for Air Asia and COI.

Prior to Carlson, I was part of a team at VCCP. There I experienced the wonderful world of O2 and Coca-Cola, as well as some more boutique clients like  Metro and Psychologies magazine. Alongside large national press and poster campaigns, I was able to add radio and digital to my offering.

Before VCCP came Hicklin Slade & Partners (now merged with Karmarama) and I had a great time working for the likes of HondaDiageoCamelot and Which? honing my long copy skills and working on some more unusual projects for the likes of Grolsch – ‘Barge Designer’ anyone?

But it was back in 2001, after I’d left Bucks college with a degree in Graphic Design & Advertising, when I began my career at Spirit IC, before moving to BTL agency Creative Partnership Marketing. There I learnt the craft of copy and the art of press, poster, sales promotion and in store advertising, mostly for Unilever.

I’m inspired by great work and keep a blog of things I find fun, interesting and inspiring at myvirtualscrapbook (see below).

Download my CV