About me
I love getting strategic with brands and making them real for people — taking the creative from architecture and proposition to activations in experiential, digital and good old-fashioned print. Sometimes I work things out on my own and sometimes I have a think and a biscuit with a designer or art director. It all depends on the client and what they need.
Stuff I’m good at
Copywriting
Editing and proofing
Creative ideation
Brand architecture
Brand development
Brand activation
Place branding
Employer branding
I take pride in crafting copy that speaks to the right people and I like it when ideas make an emotional connection. I like it even more when they slot seamlessly into a strategy. I love getting under the skin of a brand and figuring out what makes my clients tick. And I’m not a sit-behind-a-desk-never-say-boo-to-a-client creative. I like meeting people and getting them excited about the work (I even like getting feedback). God help us all; I’m a talker.
I’m big on elbow grease too. I blame my mum. When I was little she used to send me off every morning by saying, “Stick in at school, hen.” And I did. These days I pack my own lunch and put myself on the bus, but I still ‘stick in’ at work. That might mean pulling out the stops to meet a deadline, pushing back to get us to the idea, or having embarrassingly earnest conversations about commas. However I’m spending my time, the goal is the same: work to be proud of.
My experience
I’ve been playing with words, ideas and brands for more than 10 years. I’ve worked in-house, agency-side, and for myself in two different hemispheres.
Senior Copywriter
Hoyne, Sydney | January 2019 — present
Life at Hoyne is about using creativity to make places better for people. From place brands, visions, and purposes to creative strategies, copy tone, key messaging and more, the work here keeps me thinking.
Senior Copywriter
We Are Unity, Sydney | April 2017 — January 2019
The Visa says Advertising Specialist, and it ain’t wrong. At We Are Unity, I get to play with creative strategy and propositions as well as the usual words and concepts.
Copywriter
Havas People, London | May — December 2016
At Havas, I honed my creative skills collaborating with teams across the studio to craft insight-driven branding, plus social and digital applications. Together, we produced great work for clients at home and abroad.
Freelance Copywriter
Various | April 2015 — present
Running my own one-woman show isn’t always easy (I always lose the receipts), but I love it. Must be something to do with all those new people I get to meet.
Employer Marketing Manager
Thales UK, Crawley | December 2013 — April 2015
Swapping agency life for a stretch in-house saw me networking with internal clients all over the world to deliver a new brand, copy training workshops and improved ROI.
Copywriter
ThirtyThree, London | June 2010 — November 2013
My first ever copywriting job taught me how to balance creative thinking with rigour. I learned a lot at this agency. More importantly, I made friends for life.