Copywriting for traditional media

This page covers my copywriting expertise across a range of traditional media and disciplines including integrated campaigns, TV, video, radio, print and outdoor.

I’ve included examples of my work in the following sections:

  • conceptual and campaign copywriting
  • print and direct marketing copywriting
  • tone of voice and communication strategies
  • video and scriptwriting

Conceptual and campaign copywriting

Independent Newspapers ‘Sunday Tribune’ campaign – I wrote and produced this integrated campaign for Independent Newspapers in South Africa when I was Creative Director at FCB Durban. It was based around the line ‘We bring the news home’, and shows how a campaign idea works across very different media. It was one of the most awarded campaigns in my career, winning a number of statues consecutively for 3 years, including a gold Clio for the radio, statues at the London and New York international festivals, and a merit from the Art Directors Club of New York (ADC) for radio direction.

I worked as Creative Director and Copywriter on this outdoor streetpole campaign for the University of Natal while I was at FCB Durban in South Africa. It picked up a silver medal at the New York Festivals and a gold Loerie at the local South African advertising awards.

I wrote and art-directed this TV ad when I was a Senior Copywriter at FCB Durban in South Africa; the Creative Director was Michael Bond. A story with an unexpected ending that received finalists at Cannes Lions, Clio, the London International Advertising Festival and the Golden Award of Montreux.

I worked on this mixed media campaign for East Coast Radio as a Senior Copywriter and Creative Director at the agency I founded, Lowe Bull Truth, in Durban, South Africa. The concept showed the stations well-known presenters ‘making life better’ for their listeners. Examples shown are a motorway billboard, a print ad and an exhibition stand.

Print and direct marketing copywriting

My copywriting for print has covered a wide range of printed material including brochures, flyers, leaflets and direct marketing campaigns.

From hospitality and charities to technical and financial brochures, long and short copy, I’ve worked on print in most business sectors and categories.

Direct marketing leaflets I worked on for the Royal British Legion Industries (RBLI) as a freelance Senior Copywriter and Creative Director.

Direct marketing postcard campaign I wrote and art-directed for the ‘Print and Mail Fulfilment’ division of the Royal British Legion Industries (RBLI).

I was Creative Director and Senior Copywriter for this direct mail invite produced by my agency, Lowe Bull Truth in South Africa. The client was East Coast Radio and it shows what you can do even on a tiny budget of the equivalent of just a few hundred pounds. This work picked up a bronze statue at the Loeries, South Africa’s advertising awards festival.

Tone of voice and communication strategies

All businesses should have a set of brand and style guidelines including a distinctive tone of voice (TOV) that sets them apart from their competitors.

I’ve worked with a number of clients helping them write their tone of voice and copy style guide. I worked on the tone of voice project for The Company of Master Jewellers (CMJ), the largest jewellery buying group in Europe and for Xoserve, the Central Data Service Provider for Brirain’s gas market.

A communication strategy is essential for both small businesses and larger corporates. I’ve helped develop and write communication strategies for SME’s through to larger corporates. From independent jewellers and yacht building companies through to private banks and global brands for Unilever and Nestle.

Video and scriptwriting

Corporate and promotional videos are now used extensively across the web, and I’ve written and art-directed many corporate videos.

Working closely with the client and the production team, I can write scripts to a specific brief that meet brand guidelines and effectively deliver the required message.

I can also assist with the selection of voiceovers and post-production with recent projects ranging from a video for a creative opportunities website (below) to a dentist in Harley street and a video for a London agency for Unilever (Lynx).

I worked on this script for a promo video for a creative opportunities website for my client Casey Parsons, on his Eye the Prize website.