01 — Project details
I joined The Economist Group's internal brand studio in 2021, editing and writing copy across the group with a focus on EIU and Clearstate (now known as Economist Healthcare) brands.
I also contributed to its classic 'white out of red' campaigns and provided a strapline used to promote its digital offer, "Put on your thinking app". which was promoted to Meta audiences.
I managed brand tone, removed jargon and created beneti-first emails, social media posts, video scripts, landing pages (+SEO), digital and print ads, search ads, CS and copy on the e-store.
Over time, I was given more responsibility and broadened my scope, working across the brand to develop BAU and campaign content, and standing in for the senior copywriter to lead weekly meetings, run the copy clinic, and feedback on and mentor the junior's copy.
02 — Creative process
Research the audience. Lead with the benefit.
01 — Project details
During my time at The Economist, I contributed copy and my brand guardianship skills to several global campaigns. From International Women's Day, to the Global Liveability Index, I aligned the brand tone throughout and drove the business forwards, increasing open and click rates, engagements and awareness across the business.
Please scroll for case study and work examples.
'White out of red' strapline
Written to promote The Economist app subscriptions, in the classic wit and tone the brand is known for.
01 — Case study- Index refresh.
Our aim was to deliver a refreshed annual report that would increase readership YoY. Challenges included communicating change to stakeholders and working through multiple rounds of stakeholder approvals to deliver a refreshed presence on social media in time for globally anticipated release.
02 — Creative process
I lead the initial discussion with the stakeholder to better understand their concerns in updating the copy style.
I then prepared a number of copy options, and presented first to my managers and team, and once approved, back to the stakeholder.
The stakeholder was initially resistant to these changes.
Numerous rounds of approvals were had, and each time, I adjusted the copy according to the feedback of the stakeholder and the guidance of our creative director.
Despite having the support of the creative director for my final copy proposals, as well as the rationale to back them up, the stakeholder was still resistant to relinquish the copy to the creative team.
However, we reached a compromise that allowed me to prove value by adjusting only the marketing copy of the product first.
The Index had the highest social open rate it had ever had, so by the following year, I had proven our value to the stakeholder so had more leeway to create more of the copy for the Index including the landing page and the title of the Index itself.
