ABOUT

I’ve been in the advertising and marketing industry since 1988, where I started my career as the copywriting half of a creative team.

Over the years I’ve worked ATL and BTL, and been a visiting lecturer on prominent university degree courses. I went solo in 2012, opting to focus on the craft of writing, and have been

Head of Copy for the past 8 years.

On the following pages, you'll get a taste of what I've got up to over the years. From posters and press I created during my concepting years, right through to more recent emails and DMs I've written for the CRM agencies I've worked at.

But all work and no play isn't good for anyone. So, you'll find a few of the short stories I write in my spare time here, too. If you've got five minutes, why not grab a cuppa and have a look?

Curriculum Vitae

Career

2015 to date – Head of Copy, RAPP

As Head of Copy, I’m responsible for all CRM writing that leaves the building. As well as continuing to write copy for all clients on our roster (including Virgin Media, IKEA, KFC, Montblanc, Esso, OVO, and O2), I currently oversee a team of nine full-time writers and several freelance writers. My duties include:

• Ensuring a high standard of writing is maintained from all writers across all accounts

• Scoping accurately for each writing job and identifying the most suitable writer

• Reviewing copy briefs to make sure they’re fit for a writer to work from

• Being a detail freak and knowing my ®s from my elbow for every brand

• Nurturing young writing talent within the Creative department

• Carrying out inductions for new account handlers and strategists

• Writing TOV guidelines for our clients

• Presenting to – and building good working relationships with – our clients

• Being an ambassador for every client TOV

• Motivating, supporting, directing and inspiring my writing team

• Carrying out constructive appraisals for each writer in my team

• Steering my writers along their career paths, in line with their ambitions

• Having ‘difficult conversations’ with my team, when necessary

• Providing pastoral support for my team

• Representing the writing department at a higher level, both internally and externally

• Celebrating and promoting the craft of copywriting

• Being an invaluable support to the ECD and CCO

Above and beyond…

In addition, I have: been instrumental in developing current AI writing experiments with my team as we explore future possibilities of hybrid human/AI writing collabs; implemented the use of Flesch-Kincaid readability score to ensure all messaging is pitched correctly for all our client audiences; written and presented an Email Best Practice guide; introduced peer reviewing within my team; instigated Writer Cheat Sheets to be produced for all our main clients; written and presented a series of Writing Workshops for juniors in my team and the wider agency; been instrumental in introducing an Excel email copy template; forensically analysed awards case studies to give the agency a better understanding of what makes an award-winning entry; created a Creative Writing Group within the agency; devised and hosted two DMA Writers’ Crawl events; penned two original Murder Mystery scripts featuring staff (names were changed to protect the innocent) as part of agency Halloween events. Oh, and I regularly write and host an all-agency quiz.

2012 to 2015 – Senior Copywriter, RAPP

As lead writer on Virgin Media, I wrote everything from web banners and emails, to landing pages and 20-page DM brochures. When I joined, the writing department was under-utilised and seen as a poor relation to the Creative department. I’m proud to say I was pivotal in growing the department and transforming its perception within the agency. In under two years, it became the highly regarded and heavily relied upon department it is today.

2006 to 2012 – Senior Copywriter, SapientNitro Digital & Direct

During my time there, I was lead writer on Sky and Vodafone, teaming up with several Art Directors to create concepts for DM packs and emails. After three years, I was promoted to a group head role, directly overseeing numerous creative teams.

2004 to 2006 – Lecturer, various universities

Like Whitney, I believe the children are our future. That’s why, in 2004, I began lecturing on some of the country’s top advertising and media uni courses. I was a regular at Bucks University and the University of Creative Arts Farnham. I also visited SCA and Birmingham University. And until the pandemic, I was an annual visitor to Falmouth Uni, setting briefs and critiquing the students’ work.

2004 – Freelance Senior Copywriter, various agencies

I worked as a concept copywriter, as part of a creative team, and as a solo writer. My freelance adventures took me to the likes of Ogilvy, M&C Saatchi and VCCP.

2003 to 2004 – Mum to Eva and Beth, at home

I can empathise with the mums in the agencies I work at because I know first-hand just how challenging it is to juggle the needs of small kids with the demands of big clients.

1997 to 2003 – Midweight concept team Copywriter, Leo Burnett

I was fortunate to work on many big brands, writing national TV, radio, OOH and press campaigns for McDonald’s, P&G, John West and Somerfield Supermarkets, among others. About four years in, my Art Director and I were promoted to CDs on McDonald’s Happy Meals, overseeing several creative teams. We were also lucky enough to win a D&AD Silver Pencil and two silver Cannes Lions for a John West 48-sheet poster we created, and got in the D&AD annual with our cinema ad for anti-domestic violence charity, Women’s Aid.

1990 to 1997 – Junior concept team Copywriter, Ammarati Puris Lintas

This is where I cut my creative teeth – on press, posters and TV for a diverse range of brands, including Lynx, Milky Bar, Jif, Krups coffee machines, Domestos, Ragu pasta sauce, Barts hospital and Pretty Polly tights.

1988 to 1999 – Junior Copywriter, Watson, Lane & Keene

My first job, in a sales promotion agency. I hated it but learned a lot and met my first long-term Art Director there. So, not all bad.

Awards

John West 48-sheet poster: 2x Cannes Lions (Silver) • D&AD (Silver Pencil) • New York ANDY Award (Gold) • Creative Circle (Bronze) • 2x London International Awards (Grand Prix & Gold) • One Show (Commendation) • 2x Eurobest Awards (Gold) • Clio (Bronze)

Women’s Aid Cinema ad: D&AD (Insertion in D&AD Annual) • Creative Circle (Silver)

Kellogg’s press ad: Creative Circle (Silver)

Krups press campaign: London International Awards (Gold)

St Bartholomews Hospital press ad: Creative Circle (Bronze)

Domestos TV ad: Cannes Lion (Finalist)

Education

Currently learning BSL at South Thames College (evening classes)

BTEC HND in Advertising, Photography & Graphic Design at Newcastle College

3 Highers and 7 ‘O’ Levels at Ardrossan Academy

Outside of work

When I’m not walking my dogs, bingeing on a box set, reading or boxing, you’ll find me trying to write a bit more of the novel I’ve started.