STRATEGIC CONTENT, PERSUASION
 

Strategy.

 
 

Market-facing narratives, storytelling, red thread, video, keynotes and more. My team integrated tightly across the CX org, looking for ways to extract additional value from content and make it useful for enablement etc too.

Built out and communicated portfolio positioning, reasons-to-believe, and differentiators across five solutions
Set up in-house editorial agency with a stable of on-demand writing specialists
Exec keynotes and event red threads
- Omnichannel digital content strategy lead
- Strategic content expert
- Restructure content commission, development and management
- Develop audience engagement at every point in the customer journey
- Deliver innovations that make CX a leader in customer engagement and content-to-conversion

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I work closely with this excellent (award-winning) content agency on clients such as Chanel, Chivas, Mercedes-Benz, G-Shock, L’Oréal, the Maybourne Group and Ralph Lauren.

This might mean leading a long-term project, creating tone-of-voice or crafting show-stopping ideas for pitches.

What we do best is create content that works, wherever it is. Work that shows a brand's real, credible side, humanising it without cheapening it.  

Consultant/Creative Director, I bring in new business, work on bespoke publications, social strategy, tone-of-voice, strategy, experiential and more. 

 
 
 

Dare is an award-winning marketing agency for the digital age. It uses creativity to build modern brands across comms, publishing and platforms. We worked on site and direct with clients, producing a high volume of technical work to tight deadlines. 

 
 
 
 

Editorial director / senior copywriter for EDC / Legal & General on pensions and case studies. 

Copy writing for Dare / EE on customer service and communication. 

 
 

Chivas Regal (Euro RSCG/Havas)

Challenge:
Chivas Regal needed to bring a consistent voice to their social media, matching the personality of their ATL work and paving the way for broader engagement. 

Response:
It quickly turned into more than just a content exercise. Work had to proceed sensitively as Chivas hadn’t fully embraced the digital world. Client management was vital as the new creative and approval processes were put in place. 

Results:

  • Rolling calendar of social media activity, complete with prescribed posts and topical content linked to global activations

  • International Chivas regions drawn in under one global page

  • Used feedback and reporting to guide tone and types of post

  • Overhauled Facebook page to stretch timeline right back to 1801,

  • Brought in archive material

  • Produced copy and brand personality guidelines

  • Proof-of-concept films: recipes, interviews and event reporting from Cannes Film Festival

  • Developed recipes and established standards and styles for different kinds of social media activity – and individual brands within the family

  • Sourced and suggested ambassadors and hook-ups with brands that echoed their “Succeed with Chivalry” ethos

  • ‘Likes’ quickly grew from tens to hundreds of thousands – currently at nearly two million

 
 
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VML

Now VMLY&R, I consulted for this award-winning agency in their work with SAP. They needed help building exec thought leadership across the industry leads and a content strategy that would join it all together on numerous different platforms.