MV Copy & Content

Where content is queen

Strategy, copywriting & content design

I’m Mary, a woman of many hats and talents among which you can count: agile senior copywriter, lead content designer, service designer, brand strategist, and brand consultant. I practise the art of persuasion and engagement through strategy, tone of voice, patterns, story, gamification, experiences, and words. I’ve worked in digital transformation, brand development, luxury positioning, insight, and campaigns – and am proficient in every medium and sector. Clients come for the words, strategic thinking, and content design. They come back for the interpersonal touch, the ability to make an idea land, and my multidisciplinary, innovative, and lateral approach to tackling any creative or business challenge. So whether it’s a solo writer or a team that you’re after, I’ll bring the kind of gravitas to your project that only a veteran can.

 

Experience

Public or private. Bluechip or startup. Waterfall or agile. It doesn’t matter who you are, or what your project is. Chances are, I’ve done something similar to what you have in mind.

My bread and butter?

Brand positioning, messaging, tone of voice development, and tone of voice training for internal teams.

 
 

    • Land Rover – customer engagement website

    • Rolls Royce – research and tender documents

    • Kia Motors – digital tone of voice development and guidelines, websites, apps

    • Met Office – researching, interviewing scientists & notable personalities & writing quarterly magazine features

    • Royal Institute of British Architects – emailers and postcards

    • DELL – websites, emailers

    • HP – campaign concepts

    • Bupa Global – tone of voice development and website copywriting

    • European Journal of Neurology – tender documents

    • The Cochrane Collaboration – brand messaging, research, and tender documents

    • Petrofac – newsletter articles

    • Vonage APIs – tone of voice development and website copy (for cloud communications platform whose clients include WhatsApp and Airbnb)

    • Siemens – recruitment website copy

    • Nespresso – monthly emailers

    • Very.co.uk – CRM emailers

    • Quaker Oats – campaign concepts

    • Twinings – packaging copy, websites, emailers

    • Liberty London – leaflets

    • Schweppes – packaging copy, print ads

    • Post Office – leaflets

    • Royal Mail – DM

    • Morrisons – leaflets, naming

    • Tesco – online privacy website

    • Electrolux – websites

    • Virgin Holidays – emailers

    • PayPal – emailers

    • Hotpoint – brochures

    • Fortnum & Mason – brochures

    • Sunny D juice – consumer print ads

    • Refresco juice – transport truck ads

    • Sunpride – trade magazine print ads

    • REN cosmetics – packaging copy

    • British Gas – emailers

    • Boots – websites, emailers

    • IKEA – emailers

    • Miele – Point of sale

    • AEG – banners

    • Nescafé – packaging copy

    • Royal Salute whisky – brand guidelines

    • Tickler cheddar – trade ads

    • Orange – internal comms, social media guidelines

    • Very.co.uk – emailers

    • Elbi – Tone of Voice development, website, blogs, app copy for this philanthropic platform developed by supermodel, Natalia Vodianova

    •  McDonald’s – sustainability website

    • Nespresso – monthly emailers

    • Pizza Express – new website, emailers

    • Steve’s Leaves – packaging copy

    • Prezzo – menus and leaflets

    • Nescafé – packaging copy

    • Gail’s bakery – ‘Z’ card leaflet

    • Detox Kitchen – tone of voice development

    • UBS – intellectual feature articles on the work of Nobel laureates in economics

    • Barclays Wealth – internal websites

    • Barclays – bPay website

    • Halifax – letters, brochures, banners, leaflets, websites, tone of voice training, topics included: home insurance, bereavement, banking, mortgages, travel insurance

    • Lloyds – internal comms, film scripts

    • Bank of Scotland – letters, leaflets

    • Aldermore – websites, internal comms

    • GoCompare.com – interactive infographics, website copy

    • Nationwide – insurance web copy, mortgage life insurance content design and web copy, in-branch prototype, remortgaging application journey revamp (agile at scale), 

    • Financial Times – CRM emailers

    • Vega Protocol – brand foundations, tone of voice and website for crypto derivatives trading protocol & markets

    • Wolf Theiss (law firm in Austria)– tone of voice development for large CEE/SEE Vienna-based law firm

    • Bupa Global – content design and web copy for luxury travel insurance

    • Department for Transport – content design and content strategy for this large GOV.uk digital transformation project

    • Independent Parliamentary Standards Authority – website and content strategy processes

    • Department for International Trade – tradeshow grant application journey (GOV.UK), and international trade case studies

    • NHS – digital COVID response service development within NHS App, including positioning and messaging for the new COVID Pass service, plus cross channel, cross departmental content strategy and CX programme approach

    • Cancer Research – campaign ideas

    • Zoological Society of London – conservation app copy

    • Royal Navy – tone of voice development, SEO website copy, digital brochures, feature articles

    • Scope – tone of voice training

    • Higher Education Academy (HEA) – corporate brochure

    • Pearson – brand narrative

    • Greenwich University – brochures

    • Lambeth College – straplines

    • Turning Point – websites

    • Eduserv – brand positioning, leaflets

    • National Trust – websites

    • BPP University College – project managing large copy team to deliver website copy at scale

    • Lunar Mission One – brand strategy and messaging

    • Waldorf Astoria – brand positioning and straplines for new Rome addition to the hotel’s portfolio

    • Halifax – tone of voice development and marketing teams training

    • Scope – tone of voice development and stakeholder engagement workshops

    • Kia Motors – tone of voice development

    • Royal Navy – tone of voice development

    • Barclays Help & Support – tone of voice development

    • Bupa Global – tone of voice development

    • Bristol Airport – tone of voice development

    • Wiley Blackwell – brand positioning and tone of voice development

    • Network West Midlands – tone of voice development and training

    • Pearson publishers – brand narrative

    • Tribute hotels – brand messaging

    • Autograph Collection – brand messaging

    • Marriott Fitness – brand messaging

    • Elbi – tone of voice development for charitable giving app

    • HUUB – tone of voice development for triathlon sports brand

    • Sparks app (podcasting and knowledge acquisition app: sparksapp.io) – brand strategy, brand positioning, brand messaging, and tone of voice

    • NHS COVID Pass – brand strategy, positioning, and messaging

    • Lamborghini – researching and writing insight report into the future of UHNWIs psychology and spending habits, with strategic recommendations for the brand

 

Agencies I’ve worked with