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Work Background
uberbrandSenior Copywriter
Apr. 2023Sydney, New South Wales, AustraliaI have crafted brand verbal identities, messaging frameworks, and creative concepts for a diverse range of Australian brands — including LJ Hooker, Pack & Send, Clean Up Australia, Metrics, Endgame Analytics, Navbit, Liveware, Insync Finance, Navalo, and Cuscal. I collaborate closely with designers, strategists, and clients to bring brands to life through words — developing campaigns, websites, and content that connect meaningfully with audiences. My work spans brand storytelling, SEO-optimised web copy, video scripting, and internal narratives that drive clarity and engagement. Key Contributions: Devised the new brand idea for LJ Hooker – “The Difference”, redefining their market positioning and emphasising the distinction between real estate and real results. Led copy development for Clean Up Australia’s 2023 EOFY campaign, which achieved double the previous year’s donations. Wrote and optimised full websites for Endgame, Livewire, Insync, and Navalo, enhancing user experience and brand consistency.
Reserve Bank of AustraliaCommunications Specialist
Nov. 2022 - Mar. 2023Sydney, New South Wales, Australia- Delivered internal communication campaigns across multiple channels, including email, content, and digital signage. - Successfully launched key engagement initiatives, including the inaugural Data + Analytics Week. - Developed and produced the “90 Seconds With” video series, spotlighting teams and talent across the business. - Authored a feature article on the company’s building refurbishment, published in the annual corporate magazine.
ShowmaxSenior Copywriter
Oct. 2020 - Jun. 2022City of Johannesburg, Gauteng, South AfricaOne of the most rewarding roles I've had. I worked closely with Showax executives to conceptualise and create campaigns to promote various shows on the streaming platform, including Real Housewives of Durban S2, Tali's Baby Diary, and Somizi - to name a few. I also created social media content and campaigns to promote the brand.
Freelance copywriter/online editor/journalistSenior Copywriter
Mar. 2015 - Jun. 2022Johannesburg Area, South Africa2015 brought a new adventure into the world of freelancing. It began with a contract at Black River FC, where I worked on communication for Nando's, the launch of a new Tele Nova "The Road" for DStv and a First for Women pitch. Following this, I worked at Y&R on Investec and Nutriday, Grey JHB where I worked on Volvo and pharma brands, and GTB, where I worked exclusively on Ford. In 2017 I took a break from on-site work to have my first child, but have continued to assist clients from home including the PR Partnership (writing expo emailers, brochures, flyers and websites), Twenty-Twelve (Property brochures for Rawson and a financial website for a VCC, Impact Capital: www.impactcap.co.za), Faith & Fear agency (Profmed, Jawitz) and most recently, +One (Amajoya confectionary website and extensive work on Cash Converters). Freelancing enables me to keep an agile mind and I enjoy it immensely for its exposure to many different brands. I look forward to assisting you with yours.
Joe Public UnitedGroup Head Copywriter
Dec. 2012 - Mar. 2015Johannesburg Area, South Africa2012 saw a move back to Johannesburg and a job as a senior copywriter at Joe Public. I quickly moved up the ranks and was soon promoted to Creative Group Head. I worked extensively on brands like Nedbank (creating TTL campaigns for the 'Nedbank Golf Challenge' and 'Nedbank Business Banking') and Clover. In 2014, my submission to end global poverty, 'Good Cents', was selected from over 900 entries as one of the eight worldwide winners of the Cannes Chimera Challenge, an initiative of the Bill and Melinda Gates Foundation. I was flown to Seattle with the Joe Public team to workshop the idea with some of the industry's greatest minds and collected the award the following year on the stage in Cannes.
OBJEKT©InternationalFreelance Writer
Nov. 2012 - Dec. 2013South AfricaIn my spare time, I was approached to assist as Sub-Editor for the South African edition of Objekt International Magazine. Over and above editing, I wrote full-length features for the magazine covering a range of topics including architecture, motoring design and horology.
The Jupiter Drawing RoomCopywriter
Jan. 2011 - Nov. 2012Cape Town Area, South AfricaOn my return to South Africa, I moved to Cape Town and started up at The Jupiter Drawing Room. Here I worked on TTL communication for brands like Hyundai and Lucky Star under the invaluable direction of Jonothan Beggs and Ross Chowles. I also conceptualised some rather catchy radio spots for Omo's "Oooooh-eh-eh" campaign.
Ogilvy & Mather Sydneycopywriter
May. 2010 - Feb. 2011Sydney, New South Wales, AustraliaMy art director at the time, Monique Kaplan and I were headhunted by Ogilvy Sydney in 2009. It was a true learning curve and I worked with some wonderful people on brands like KFC and Diet Coke. A letter from ECD, Paul Carpenter: To whom it may concern Having worked with Amy for about a year, I have found her very professional, pleasant and keen to please. She has delivered some great work on a very tough account and always done it with a smile. She has built good relationships with her immediate work colleagues and her personable manner in presentations has been welcomed by her clients. She has also worked on accounts outside of KFC including, Coke, NSW Lotteries and an extraordinary global pitch for the Australian Wool Industry. She will be sadly missed in Australia and South Africa will be lucky to have her back. Regards Paul Carpenter Creative Director
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