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 brands. I also contributed to its classic 'white out of red' campaigns and provided a strapline used to promote its digital offer.
My role was to align copy with brand tone, remove jargon and highlight the user benefits in emails, social media posts, video scripts, landing pages (+SEO), digital and print ads, search ads, CS and the e-store.
Over time, I was given more responsibility and broadened my scope, working across the brand to develop BAU and campaign content.
02 — Creative process
My philosophy was to address the visitor by describing their pain points and showcasing how the client’s service is a great solution for it.
01 — Project details
During my time at The Economist, I contributed copy and brand guardianship to several global campaigns. From International Women's Day, to the Global Liveability Index, I've aligned the brand tone throughout and driven 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
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.
02 — Creative process
I lead the initial discussion with the stakeholder via a meeting, to better understand their concerns in changing the copy style. I then prepared a number of pitches for copy and presented first to my managers and team, and once approved, back to the stakeholder.
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.
The stakeholder was still resistant to change, despite having the support of the creative director for my final copy proposals, as well as the rationale to back them up. However, we eventually reached a compromise that allowed us to prove value by adjusting only the marketing copy of the product first.
