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Work Background
Craft WordsFounder/Creative Director
May. 2016United KingdomEdTech companies of every size need sharp, clear brand messaging that tells people what they do and why they should care. That’s what Craft Words does. Apple, Nike, Microsoft, HP, Hitachi, among others, have already trusted us to help them stand out – briefing us to deliver exceptional work across brand messaging, copywriting, global campaigns, communications initiatives, digital, social and experiential. Our team is committed to helping tech brands show their audience what’s truly great about their products and services. Clients include: Coca Cola, Wallbox, Stonewall, Diageo, Jabra, Dunlop, ATP Finals, Cole & Mason, Hitachi, Cupra, VW, SEAT, SKODA, O2, Telefónica, GenesisCare, Allianz, HP, T-Mobile, Seagate We've partnered with: VMLY&R, R/GA, Barrabes biz, frog design, Tribal Worldwide, We Are Social, gryo: London, Social Circle, Hotel Creative, Orangery Creative, The Writer, LLYC
AppleSenior Writer
Apr. 2012 - May. 2016London, United KingdomI helped Apple’s global Retail Marketing and Communication team raise the high quality of their copy. I improved the global editing process, and created a systematic global framework to guide our writers to produce consistently excellent, on-brand content. I also helped plan, oversee and create content for a weekly iPad-based magazine for retail employees in nine European languages. I created tone of voice guidelines for the 60,000-strong global retail team. I then developed and delivered workshops to train our global Retail Marketing and Communication teams in London, Cupertino and Shanghai.
AKQA (Nike Team)Associate Creative Director
May. 2007 - Mar. 2012London, United KingdomI worked exclusively on the Nike account, creating digital and mobile campaigns for Nike Football, Nike Running and Nike Sportswear. This included the Nike Football World Cup campaign, the Nike+ Men vs. Women campaign and the Cesc Fabregas Show TV programme. I sold in ideas for full digital campaigns and helped execute them across EMEIA. This included writing copy for mobile apps, web-based apps, online sites, digital sites, print deliverables and crafting film scripts. I also worked closely with the UX team to help design the app from the ground up. I also regularly mentored other writers on the team, helping them realise their potential and move on to the next stage of their career.
Loewy GroupCopywriter
Mar. 2006 - May. 2007London, United KingdomWhile at Loewy I wrote a series of technical white papers, DM packs, print ads and brochures for Hitachi, Oracle and Computing Which? among others. This work covered both B2B and B2C audiences.
April-SixCopywriter
Mar. 2004 - Mar. 2006Harefield, MiddlesexExperience in working, both with design teams and independently, to create concepts and produce copy for DM packs, print ads, posters and online campaigns for a range of clients, including T-Mobile, Microsoft and Demon Internet.
Conference and Incentive Travel MagazineFreelance Writer
Feb. 2004 - Mar. 2004London, United KingdomAt CIT Magazine I wrote a number of news stories and analysis pieces on a freelance basis.
The IndependentFreelance Writer
Aug. 2003 - Aug. 2003London, United KingdomI produced travel articles and news stories for this Sunday supplement.
C&VG, Xbox Gamer, Official Xbox MagazineFreelance Writer
Jun. 2002 - Mar. 2004London, United KingdomAfter graduation, I was regularly commissioned to produce reviews, previews and news stories.
C&VGFreelance Writer
Apr. 1998 - Mar. 1999London, United KingdomAs a regular freelance, I contributed reviews, previews and news articles.
Hewland InterantionalResearcher
Sep. 1993 - Mar. 1995London, United KingdomI researched and wrote news and feature stories for Games World, Sky One’s weekly video games-based TV show.
Computer & Video Games Magazine (C&VG)Staff Writer
Aug. 1992 - Sep. 1993London, United KingdomOn C&VG I was responsible for news, reviews, features and my own section of the magazine.
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