Freelance Copywriter, Creative Director, Strategist.

NZ Radio Awards 2017 Finalist

I only have one direct radio client – Conroy Removals. So I was quite pleased to learn that it had been made a finalist for the most effective radio campaign in the New Zealand Radio Awards.  Just shows that if you treat every brief as potential gold, you may just end up there one day. There is always a better, more interesting way of advertising if you put your mind to it.  Time will tell if it gets picked, but kudos to the team who help me produce it and... Read The Rest →

Never say die. But always say thanks.

  A while back, and it was quite a while back, I was working at Ogilvy & Mather in Auckland. Our client Pernod Ricard only ran international work for Chivas and really wasn’t interested in letting us produce local creative. It was an election year and we had this idea to run an ad next day in the papers saying “Two fingers to the new Government” and showing a simple Chivas pack shot and glass. We bullied the Account Manager relentlessly to sell it. But the client wasn’t having a... Read The Rest →

What’s the role of radio?

  Quite often I get given a brief to advertise a product or service. The obvious request is to get more customers, sell more products. But the art of copywriting and the art of great radio is to make an emotional connection with the listener so they become engaged with your message. Call it the “Why” Without “Why” your radio is just noise. Case in point:  A brief came in for Corporate Hospitality at Eden Park.  Now the brief said while busy on event days, the hospitality facilities were under... Read The Rest →

Conroys continues moving you

The Conroys “What moves you” campaign continues to roll out on radio. This time, it’s the aussies. Our favourite cousins who are jumping over the ditch in record numbers. And who best to move them? Listen here.   Share → Tweet