process, strategy, campaigns and execution by the fractional head of content

During a period of rapid M & A, this investment bank wanted to be very clear about why it was different.

I helped the in-house be clear on their appeal as a challenger, turning this into a content strategy and creative positioning. 

I was then responsible for copy, working closely with the Directors, design team and media strategists. 

The tone of voice was maintained across a press campaign and into brochures, web, product copy etc.

I am delighted to say that long after I left the project, I was on a plane and saw a new ad from the campaign - it was strange because it sounded exactly how I'd have written it, but I couldn't remember writing the headline. "...Oh, so that's what a strong tone of voice is,"
I thought.