Post on 18-Dec-2021
MIND YOURLANGUAGE
Everything has a story. Told well, that
story can spark strong emotional
connections. Given room to breathe, it
can develop into trust, loyalty, and
even advocacy. But stories are no longer
told in one sitting. They’re told in
chunks, in different formats, and across
a variety of media. That makes good
storytelling more important than ever.
What we say, and how we say it, matters.
So whatever your story, make sure you
mind your language.
The global marketing community where bri l l iant freelancers f ind work
that works for them.
THE BRAND
As one of more than 3,000 marketing freelancers on
their platform – The Work Crowd thought I ’d be well
placed to help write their new website and strapl ine.
THEBRIEF
An app-based staff ing agency that connects hospital ity businesses with
temp workers, on demand.
THE BRAND
The agency needed a simple, concise strapl ine to sum
up what GIG does best.
THEBRIEF
The onl ine estate agent on a mission to give landlords
and vendors a better deal.
THE BRAND
THE BRIEF
People were fed up with being r ipped off by high street estate agents.
The market was r ipe for disruption – cal l ing out for someone to shake
up the status quo. easyProperty needed a new brand narrative and ad
campaign to give people the good news.
NOTYOUR TYPICAL AGENT
Source: The Guardian 2014, but as 97% of statistics are made up, don’t quote us on this. There really isn’t everanything nasty in our small print, but if you’re one of the 7% who reads it anyway, then thanks. In case younow feel like you’ve wasted your time reading this, here’s a genuine bonafide fact: sea otters hold hands whilethey’re sleeping so they don’t drift away. Isn’t that sweet?
Most agents charge in %
We charge a clear fixed
fee. So what you pay
reflects your service, and
not your post code.
THE BRAND
The smart hotel tech that puts a £ next to every guest.
Then shows hotels which campaigns are del ivering their best guests at
the best cost.
THE BRIEF
Noetic was offering hotels something they hadn’t even dreamed of. But
before investing in a paid takeover of the leading industry mag, they
needed to nai l down their messaging in language hotel owners would
understand.
THE SMARTERWAY TO RUN YOUR HOTEL
THE BRAND
Europe’s largest biomedical research institute – where
some of the world’s most talented scientists pursue
discovery without boundaries.
Working closely with the Creative Director from
branding agency tothepoint – I helped shape the
vision, mission, and values for The Crick.
THEBRIEF
THE BRAND
Lyons coffee began when bowler hats were al l the rage, jazz bands
played al l night long, and Britain’s taste for coffee was growing
stronger by the day.
THE BRIEF
But to celebrate its 120 th birthday – the nation’s favourite coffee brand
set out to prove there’s nothing old fashioned about the t imeless taste
of Lyons…
THE BRIEF
To celebrate it ’s 120 th birthday – the nation’s favourite coffee brand set
out to prove there’s nothing old fashioned about the t imeless taste of
Lyons…
THE BRAND
One of Gatwick’s best-kept secrets, Grain Store serves fresh, seasonal
produce - al l day, every day.
THE BRIEF
The dishes Grain Store serves at Gatwick are definitely something to
write home about. Its old hat menu – on the other hand – was far from
a high f lyer. It needed a fresh new feel that would let the brand’s
natural goodness sing.
THEAGENCY
The UK’s leading PR & Marketing special ist
in the food & drink industry.
THEBRIEF
To establ ish Wil l iam Murray as a global player, we started writ ing a
monthly trends column in Food Service Europe – the largest pan-
European foodservice magazine.
50
Eat your art out
Growing Underground
D Mini Menus
THE CLIENT
From Colman’s mustard to Knorr stockpots, Uni lever Food Solutions are
a chef ’s best fr iend when it comes to keeping a well stocked larder.
As sponsors of the prestigious National Chef of the Year Competit ion,
UFS gave 2018 winner James Devine the chance to publish his f irst
recipe book. The chal lenge? Making sure his passion and authenticity
came through in every word.
THE BRIEF
For as long as I rememberI’ve always loved food. And although that love has grown with me, you’ll find more than one recipe in this book inspired by the warm and comforting food of a happy childhood in County Tyrone. Home.