My Projects

Many copywriting briefs come with non-disclosure agreements.
From time to time, though, my clients are happy for me to showcase my work online.
Here’s a snapshot.

Radio ad for Baby Shop

Retail Copywriting

Retail copywriting is not just about writing product descriptions, it’s about memorable brand storytelling.

When I was a copywriter at Y&R Dubai, I was nicknamed R.G – Radio Girl – because of my ability to tell memorable brand stories through radio.

This campaign for Baby Shop is one of my all-time favourites. My big idea was to write a tongue twister.

With a little help from two wonderful little boys and a talented radio producer, the campaign literally recorded itself.

The result? The Baby Shop sale sold out with one weekend.