Hello, I’m Andrew.
Your anti-slop copywriter, communications specialist, and content strategist.
Based between Barcelona and London.
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CNN
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Essity
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Mercedes-Benz
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Leukoplast
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Unilever
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Barclays
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Gay Star News
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Transport for London
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Direct Line
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Unilever
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Sky
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UBS
| CNN | Essity | Mercedes-Benz | Leukoplast | Unilever | Barclays | Gay Star News | Transport for London | Direct Line | Unilever | Sky | UBS
A few of my favourite (work) things…
A bit about me…
Hello! I’m Andrew and I’m a 3C (communications, content, and copywriting) professional. I’ve been telling brands’ stories for over a decade now.
I’ve spent a lot of time in the worlds of automotive, financial services, FMCG, and health, but my work’s covered a large and diverse range of topics.
I’m experienced in creating UX and marketing copy, and content and communications strategies. I consider myself to be a full-stack comms pro.
When I’m not writing, I can be found hiking, hanging out with my dog (and best friend — yes, I’m one of those people), Steve, and trying to tan to the sort of shade usually only seen in pottery. As I live in Spain, I’m also learning Spanish, while trying to find the perfect plate of patatas bravas.
How can I help you?
With a communications need, obviously, but specifically (if not exclusively) in these areas:
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My copywriting career started off writing web and app copy, and it’s still one of my favourite things to do.
I spent two years as the lead copywriter for Barclays’ main app, and spent an entire year building a new site and brand identity for one of the world’s most recognisable men’s grooming brands. -
CRM? ATL? OOH? These, and many other acronyms form a crucial part of any TTL campaign. I spent nearly four years building these for Mercedes-Benz, and another two creating them for healthcare companies. They are my bread and butter.
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I have spent far too much time on social media. I could probably have written a novel in the time I’ve spent posting. This time well wasted means I’m really good at crafting snappy, to-the-point messages for social platforms.
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I’m a former features journalist. Long-form writing is my first love.
Whatever the subject matter, I can turn it into something compelling. I’ve an interviewing style that can get the best out of people, and a turn of phrase that can be adapted for whatever your (or your client’s) tone of voice happens to be.
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Much of my work has had a strategic element to it, whether that’s making commissioning decisions based on user insights, or A/B testing content to see what works.
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Whether you want a radio ad that pops or a video script that bops, I'm your writer. Radio ads are a favourite of mine.
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Freelance journalism and copywriting for various publications and organisations. Now, my most frequent client is CNN Create. Until its closure, I was a regular travel writer for Gay Star News.
Other brands I’ve worked for include Sky, the Walt Disney Company, Spear’s, and the National Trust. -
I worked 100% remotely for a team based in Hamburg. The client, Essity, is a producer of healthcare equipment. Most of my work was B2B, but this encompassed the production of B2C materials.
• Signing-off copy to be presented in English
• Sense-checking/consulting for the wider agency on English-language issues
• Development of B2B and B2B/C campaigns
• Creation of digital sales presentations and scripts for the client’s sales colleagues
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Publicis Emil was the global digital transformation agency for Mercedes-Benz. I joined the London office as the sole copywriter for the key UK market, before transitioning to Region Europe in 2019 and relocating to Spain in 2020.
• Creation of strategic regional playbooks encompassing a full range of campaign materials (including TV and radio)
• Signing off on all English-language copy written by my non-native colleagues
• Internal agency comms creation
• Mentoring and managing junior writers
• Board member for Égalité, Publicis Groupe’s LGBT+ employee network
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I spent most of my time at Publicis.Sapient working on FMCG, before being seconded to Digitas for a year to work on a brand journalism project for UBS.
• Creating all the copy for the new Axe/Lynx website, including all product micro-copy, interviews with brand ambassadors, and the website’s bespoke diagnostic tool
• Lead writer for a brand journalism project involving Nobel Laureates in Economics: repurposing written and video interviews, creating a new website, social copy, long-form articles etc. As well as all copy for the first live event
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April 2014 - February 2016
Barclays Bank Copywriter
I was fortunate to be able to hone my copywriting craft at one of the UK’s biggest retail banks. I was responsible for creating all copy for Barclays’ two most popular apps, as well as all associated marketing copy.
• Agile working with developers and product owners to create copy for the apps’ new features
• Creation of all CRM content (eDMs, website copy, in-branch advertising etc.) related to these features
• Board member for Spectrum, Barclays’ LGBT+ employee network
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This is probably the role I’m most proud of. From 2018 until 2020, I was a volunteer guide at the Victoria & Albert Museum, one of the world’s foremost cultural institutions. I wrote and delivered tours for groups, large and small, focusing on telling the hidden queer stories to be found in the objects in the museum’s collection. These had to be delivered to an exacting standard, and the content was often harder to curate than anything I’ve been paid to produce. We continued these tours online during lockdown and, had I not relocated to Spain, I hope I would still be a part of the team now. If I ever return to London, the first thing I will be doing is asking to rejoin the team.
Career
Contact
hello@wordsbyandrew.com
+34 638 246 066