Back in 2002, I went freelance after a 20-year career in advertising and design. I had a PC, a dial-up modem and a contact list of good friends and former colleagues in the business.
Since then I have been lucky enough to work on some great projects, with some talented people. They’ve come back for more, time and again, so they must have liked my work.
From that day to this, every single project has come my way through word of mouth. And that’s the way I’d like things to stay. Writing copy, for people I respect, about interesting and prestigious brands.
The dial-up modem has gone, thankfully.
Specialist subjects
The language of luxury
Most copywriters would claim to be reasonably versatile. It’s part of the job. We’re here to adopt the personality of a brand, not bring our own personality into it.
At the same time, I’d like to be realistic. If you’re trying to reach a teenage audience, or Xbox gamers, I may not be your man. Good luck, by the way.
I’ve been involved with cars and the motor industry for my entire career. It’s also a passion of mine. That’s why you’ll find a lot of automotive work in my portfolio.
You’ll also find that I’ve been chosen for a lot of high luxury products, from hi-fi to yachts and bespoke tailoring. I love working on brands that have a rich and compelling back story. Who knows? If I keep working, maybe I’ll be one of their customers, one day.
Work This isn’t a complete list of every client I’ve worked for in thirty years, just some of the most recent.
Alfa Romeo+
Direct mail, e-newsletter, dealer advertising
Alfa Romeo range brochureBrera S limited edition hardback brochure
Alfa fleet driver mailing
220-page prestige hardback brochure, website, iPad app for Grow, Stockholm
Grand Cuisine Volume 1 - limited edition hardback.
Grand Cuisine hardback - blast chiller intro
H.R. Owen+
Customer and prospect communications covering Aston Martin, Bentley, Bugatti, Ferrari, Lamborghini, Maserati and Rolls-Royce franchises
488 GTB email and web page – up and running within 30 minutes of the official launchFerrari owner emailHuracán LP 610-4 web page
Hewlett Packard+
Major contract presentation themes for Bubble Solutions
Bid proposal brochure for HP Enterprise ServicesHP conference theme and conceptTheme and conference messaging for HP
Jaguar+
Dealer support advertising and materials
Jaguar company car mailing - front cover and reveal‘Sleepless night’ XF 24-hour test drive ad‘5 seconds’ mailer for XF R SportJaguar prospect and customer mailings
Lamborghini USA+
CRM materials, aftersales communications and iPad app content for Centigrade USA
Animal Inside Out exhibition 2012 (direct commission by the NHM)
Image from ‘Animal Inside Out’ exhibition
Poggenpohl+
Global brand brochure, global website for Grow, Stockholm
Poggenpohl +Stories hardback brochureGerman kitchen for +Stories brochurePoggenpohl brand value featureUK kitchen for +Stories bookChamonix kitchen for Poggenpohl brochure
Toyota
Dealer support materials, radio and lettertexts
Some clients
Bentley+
I first worked with Bentley back in the early 1990s, before it became part of the Volkswagen Group. So I’ve seen the transformation of the brand and the factory at Pyms Lane at first hand. Bentley has been one of my ‘direct’ clients, and I’ve worked alongside a number of their design agencies on projects ranging from a major brand exhibition in China to a lavish brand book. Bentley’s success as a global luxury brand is based on two essential qualities – authenticity and consistency. Despite the intervening years, a Bentley today still expresses the template of ‘a fast car, a good car, the best in its class’ that W.O. Bentley set out to create back in 1919.
Centigrade Detroit+
Centigrade is the second-generation offspring of a design agency I was a director of, and President Julie Barnard is a former colleague and friend who now presides over an international network. I’ve worked with the Centigrade team on campaigns for Audi USA, Bentley USA and Lamborghini USA, as well as Flexjet, Bombadier Aerospace and Breitling. Detroit in January for the North American International Auto Show can be a little chilly, but the warm welcome more than makes up for it.
Nyetimber+
Nyetimber was the first producer of sparkling wine to successfully cultivate the 'holy trinity' of Chardonnay, Pinor Noir and Pinot Meunier grapes on English soil. Their Classic Cuvee, Blanc de Blancs and Tillington wines regularly win awards and blind tastings against the world's best. I’ve been working with the team since early 2016 on the brand story in all its manifestations.
Seven Publishing+
It’s rare for a copywriter to venture into editorial but I like the variety and the challenge. I have been an occasional contributor to Car magazine and have also written for Drive, Sunseeker, Lotus and Triumph magazines. I've been a contributor to Bentley magazine since 2002, and now work closely with Seven, its current publishers.
Grow, Stockholm+
I first worked with Grow on a project for Bentley Motors, but have subsequently worked with them on a number of brand projects. Electrolux Grand Cuisine is the first professional cooking system designed for the most exclusive homes; I worked with Grow on a fabulous hardback book and also the brand website for this ultra-luxury brand. Another recent project was +STORIES for Poggenpohl, a hardback book showcasing real kitchens and their owners from around the world. I love Grow’s style and uncompromising attitude to creativity.
H.R. Owen+
Harold Rolfe Owen was a fascinating character, and nothing like the stereotype of a car salesman. Airman, patriot, adventurer and society figure, he treated customers as friends and insisted on high standards from all his colleagues. Today H.R. Owen aims to be the world’s leading luxury motor dealer by following in Harold’s footsteps. To that end, I work with the marketing team on creating a consistent and distinctive tone of voice for all their e-communications, from event invitations to product web pages.
Little Yellow Duck+
Lawrence Everard is a talented designer, former colleague and friend. We collaborated on ‘The Little Yellow Duck and the Big Idea’, a story for children and bright marketing folk. This joyful tale, illustrated by Ian Cater, won an award and a lot of new business for Lawrence’s design agency. Like the restraint, balance and clarity of this website? Then you’ll like Lawrence’s work.
Blog
Will our love affair with the car survive self-driving vehicles?
February 2017
When cars are about as exciting as domestic appliances, a $1.7 trillion global industry will find it no longer has a dream to sell.
Want to know what ‘good’ English is? Guess what? You already do.
April 2015
The only rule is usage. Linguists study language as it is used. And it changes. Pedants and sticklers pontificate about how they’d like it to be used, with fixed rules and withering scorn for the ignorant.
Rule one of copywriting: don’t annoy your prospect.
August 2014
To hold it against the brand when you’re addressed in ‘bad’ English isn’t particularly logical. After all, we’d forgive the same mistakes in an email from a friend. But copy isn’t a friend – it’s an uninvited guest, so different rules apply.
Are the apostrophe’s days numbered? And if so, should we care?
April 2014
'...a piece of copy with a missing apostrophe - or one in the wrong place - is like sending a client into a sales pitch with his fly buttons undone, or her skirt tucked into her knickers. Not everyone will notice, but some will. And those who do notice will snigger, and think less of the brand as a result.'
Jaguar company car mailing - front cover and reveal
