What’s your shoe story? - Selfridges

Shoes have the power to transform like no other fashion item. When you choose your shoes you choose which you want to be for the day. The shoes are the beginning of the adventure. So when Selfridges launched their Shoe Galleries – the largest shoe department in the world – it meant the beginning of a whole lot of shoe stories. 

I worked with We Are Friday as a consultant copywriter, helping to develop the digital part of the Shoe Story campaign and eventually producing shoe stories for launch, including for these rather lovely digital escalator panels. 

The Marmarati - Marmite

The Marmarati

I worked with We Are Social as a copywriter for their multi award-winning Marmarati campaign for Marmite XO. I developed tone of voice inspired by Victorian secret societies and the books of PG Wodehouse to script the launch event, write the Marmarati Oath and create copy for the website and DM pack.

I also became @Marmarati on twitter seeking out, connecting with and activating Twitters’ Marmite enthusiasts.

My attention to detail in crafting copy for the website, twitter, launch script and the Marmarati Oath helped this campaign win a place in Most Contagious 2009, as well as the following awards. It also helped sell quite a bit of Marmite XO.

2010 BIMA Awards – Winner, Engagement

2010 BIMA Awards – Winner, Consumer Goods & Services
2010 WOMMA Innovation – Gold
2010 WOMMA Introductory – Silver
2010 Campaign Big Awards – Shortlisted, Grocery Soft Drinks & Household
2010 Don’t Panic Some Media Award Shortlisted, Best Social Media Campaign
2010 Reputation Online Awards – Highly Commended, Best Integrated Campaign
2010 Reputation Online Awards - Shortlisted, Special Award for Innovation

2010 Reputation Online Awards - Shortlisted, Best Use of Social Networking
2010 GRAMIAs – Winner, Brand Experience
2010 FAB Awards – FABulous Award (Best in Show, Digital)

2010 FAB Awards – FAB Award, Social Media
2009 IAB Creative Showcase Grand Prix – Silver, Social Media

It's not just for big things - American Express

2010 saw American Express working hard to re-position itself as the card of the people and no longer the reserve of the rich and famous; as likely to come out on the weekly shop as it is to appear on the annual holiday. Part of this was the bold and graphical “Realise the Potential” campaign, (on which I have also worked). Another important part of it was this campaign; the fun and eye-catching “It’s not just for big things” campaign which aimed to change consumers perception of where an American Express card can be used.

“It’s not just for big things” started life as a card at Point of Sale. It soon proved popular with consumers and was extended to cover not just point of sale but buses, 6 sheets, 48 sheets across the UK and America, including London’s biggest outdoor advertising space, the Oxford Street hoarding.

Chrimbell - OgilvyOne

Christmas, a time of giving, of family, of remembering what’s truly important in life. And also a time of agency Christmas cards. I was responsible for OgilvyOne’s 2008 offering. We got in ahead of the app curve and created a free application that turned your iPhone or iPod Touch into a carol-playing hand-bell. Chrimbell used the accelerometer functionality so that every time you flicked your wrist, the next note in the tune rang out. Your only challenge was the tempo. 

Platinum Cashback Credit Card - American Express

The Platinum Cashback Credit Card from American Express offers an unbeatable and almost unbelievable cashback rate. Using this card really does give consumers more money to play with. A truly outstanding card needed a truly outstanding concept, so we created a 360 campaign that cut through the same-old boring credit card campaigns. We created playdoh money to be turned into whatever your heart desires. Real Playdoh money was sent out in a DM pack and the TV an online ads featured playdoh money being moulded into a range of treats. The resulting campaign broke American Express' record for the number of responses, resulting in more Cashback Credit Cards being taken out than ever before.

Johnson-tiles.com - Johnson Tiles

Johnson Tiles are the UK’s largest manufacturer of tiles, offering more tiles than any other company. They may not be the sexiest of client, but they represented a unique opportunity to play with colour, texture and mood to create a search engine unlike any other.

After several afternoons researching in Johnson Tiles flagship store Material Lab, we created a tile finder that allowed the user to click on colours and textures that caught their eye and have their screen filed with variations of that colour. They could then click and drag tiles into a scrapbook. The result was a completely new approach to search in interiors e-commerce and one happy client. Who knew tile sites could be so fun?

T5 Galleries Virtual Tour - British Airways

With the opening of Heathrow Terminal 5 in 2008 came the launch of British Airways’ most extravagant lounge experience to date, The Galleries. To fuel the fires of anticipation we offered flyers a taste of what was to come by creating an immersive CGI version of the Galleries to be explored from comfort of their desks. A real life British Airways stewardess guided users through the six luxury lounges that make up the complex giving them a taster of the scale, opulence and attention to detail on offer.

As expected, this whetted the appetites of flyer bloggers and forum contributors alike and caused blogs and forums to light-up with chat about The Galleries. It turned the launch into one of the most hotly anticipated events in premium flyer history and helped make British Airways Terminal 5 Galleries a destination in its own right. 

Beinggirl.co.uk - Tampax and Always

Being Girl is a webzine for teenage girls from P&G. P&G brands Tampax and Always are there for women throughout their lives, offering support and empowering women to be their best, be confident and achieve their goals. Being Girl marks the first step along that road. Using frank, honest articles and a sassy, older sister / best friend tone of voice I initiated a brand relationship that will last the 11-17 year old readership well into old age.


Every month I wrote 10 unique articles, an e-newsletter and monthly installments of a story where users voted on what happened next. Topics included boys, make-up, school, friends, careers, fashion, bodies, periods and more boys. Both page views and sign-ups to the VIP section and email newsletter significantly rose under my editorship. 


Here is one of my most popular articles for Being Girl: Find out what boys really worry about >