fractional Head of Copy and content case studies

A classic post Series A situation: several successes already, but how to pull together several complex offerings and make them one simple, engaging proposition?

Over 9 months, at approximately 1 day/week, I worked with this world-leading AI-powered data science business to help them identify their positioning and bring it to life in their content. 

PUBLISHING, LUXURY, TECH

I work on 3-6 month contracts with in-house studios, teams and networks to create award-winning and effective content, being involved across the whole process from devising strategy to making it come to life in the creative work, to crafting the execution and being an experienced head for seamless delivery.  

BANKS, FINTECH, AIRLINES

It is an embarrassment to any notion of civilization that there are people without a place to call their home.

I am delighted to have been asked to contribute a small amount of time to creating content flow for fund-raising, and writing web copy to make this issue unforgettable.

OHM, AMREF, NON-PROFITS

For more than 20 years, I have been helping accelerate innovation by bringing NPD concepts to life in 'adcepts', example copy and naming. Usually within 1-2 weeks.

INSURANCE, BREWING, BEAUTY 

Best project. Ever.

I was flown to Silicon Valley to help Alphabet's 'moonshot factory' 10x their content with no increase in budget.

Lead by their brilliant 'head of storytelling' and working with their CEO, we identified the KPIs (including the human cost of rewrites), evaluated effectiveness, built a  framework to help the leadership sign off work sooner, created the tone of voice guidelines and then designed and delivered the writer training.

RETAIL, TECH, TELECOMS, LUXURY

Digital content. Podcasts. White Papers. And brand books...ah, brand books.

The problem with most brand books (like all those channels) is that often they're just an explanation of the proposition, not a compelling narrative.  

I am a storyteller* and we made sure the Fred Perry brand book was different. It highlighted what Fred Perry the man had to overcome to create Fred Perry the global brand loved by musicians and rebels. It became  fully self-financing as distributors and retailers sponsored repeated publishing runs of the book

*(I wrote the screenplay for the winning movie at the Barcelona Film Festival)

RETAIL, LUXURY, MEDIA

How do you make your employee comms as compelling as your external comms?

Hire the same strategic writer to do both.

I am asked by CEOs and Chief People Officers to bring the same insight, thought and memorability to the planning and creation of internal comms campaigns, L & D comms and employee value propositions as they see their CMO achieving in external comms.

Most projects last 4-12 weeks.

RETAIL, BANKING

I designed and delivered a series of workshops for John Lewis' e-comm writers, bringing the tone of voice guidelines into daily usage and helping them produce a step-change in online content production to match the step change in products offered.

I helped them maintain quality by mentoring the writers and, importantly, mentoring their managers on how to critique copy and improve processes.

RETAIL

As well as the successful double-digit relaunch of Hunter Boot, I have helped CEOs create a number of investor decks which have raised over £500m to date.

Critically, they've also aligned the Board, partners and colleagues in one clear vision, helping to build significant returns on those investments more rapidly.

RETAIL, TECH, LUXURY