Brief: Website copy and brochures

Client: Aster Homes     Agency: Resource


I was happy to provide copy support for this award-winning campaign from Leeds agency, Resource.

Brief: Website copy

Client: Wax Concept


Wax Concept is an exciting new range of hand-poured luxury scented candles. The creators needed evocative product descriptions to market their exquisite range. 

Brief: Campaign - TV, radio, press, outdoors, online

Client: Human Appeal


This campaign for British humanitarian and development charity, Human Appeal, raised over £10million, helping to provide relief for beneficiaries in Syria, Iraq, Yemen, Somalia and more. 


Brief: Campaign - TV, radio, press, outdoors, online

Client: Human Appeal


Scroll down to watch this emotive TV fundraising ad for British humanitarian charity, Human Appeal. It's part of a wider campaign, including TV, radio, press, outdoors and online, raising over £10million.


Brief: Product descriptions



Product descriptions for the likes of Barry M, Eco Tools and Real Techniques for this British online retailer.

Brief: Website copy, email marketing

Client: Niche Patient Safety

Niche Patient Safety is a leading patient safety, governance and clinical risk management consultancy with a reputation for leading edge work.

Brief: TV scriptwriting

Client: Gordale Garden & Home  Agency: Propeller Brandcomms

A script for this award-winning destination garden and home centre.' The commercial aired in HD on Sky TV during hit shows like 'Game of Thrones.'

Brief: Strapline, website copy, fundraising booklet

Client: Read Foundation

One priority of the Rio+20 Sustainable Development Goals is to help ensure education for all. So I was happy when Manchester education charity, Read Foundation, approached me for copywriting assistance.

Brief: Press release

Client: Norman Walsh Sports

With Made in China labels on everything from smartphones to t-shirts, Bolton-based Norman Walsh Footwear is a breath of fresh air, offering men, women and children the ‘best of British’ and helping to keep a tradition of manufacturing alive in the UK. 

 Brief: Website copy

 Client: Linum Consult

With over 40 years' combined experience and candidates and projects all over the world, Linum Consult can solve recruitment challenges others can’t.

Brief: Press ad

Client: Rotana Hotels Agency: Intermarkets

This press ad promoted ladies night at Long's Bar in Dubai and achieved bronze at the IAA awards.

Brief: Editorial 

Client: Melaleuca 

From a small startup in rural Idaho to a billion-dollar enterprise doing business in 17 countries around the world, Melaleuca has a lot to be proud of.

Brief: Website copy

Client: Shackletons Home & Garden Agency: Propeller BrandComms

This ‘anything but ordinary’ website copy is helping  family-owned and run home & garden retailer, Shackletons Home & Garden, to attract new customers to its acclaimed destination store. 

Brief: Brochures, website copy, packaging, editorial

Client: Innohome

Based in Finland, Innohome is the leading supplier of fire safety products in Nordic countries. Their award-winning preventative fire safety devices are currently being installed in their thousands across Europe, including the UK. 


Brief: Positioning, strapline, website copy, direct mail

Client: Gordale Garden & Home Centre  Agency: Propeller BrandComms

They were one of the first garden centres in Britain and their passion is still growing. Nestled in 15 acres of beautiful grounds, this award-winning destination garden and home store in Cheshire is a paradise for the down-to-earth gardener. Yet it’s so much more than just a garden centre. If you can imagine it, Gordale can help you create it, My brief was to communicate just that.

Brief: Brand positioning and strapline

Client: Shackletons Home & Garden Agency: Propeller BrandComms

This exciting brand strategy is helping a family-owned and run home & garden retailer to attract new customers to its acclaimed destination store. The project also includes email, targeted door drops, lifestyle magazine ads, POS, website and internal communications.

Brief: Mini brochure copy

Client: Welcome Cottages Agency: Red C, Manchester

Welcome Cottages provide holiday properties to customers across Britain and Ireland. This message was a follow up to the main brochure, encouraging bookings for 2014. Quirky, gentle and colloquial in tone, the brand personality of Welcome Cottages has been described as Stephen Fry crossed with a little bit of Russell Brand. Blooming marvellous!

Brief: SEO copywriting

Client: Chef & Brewer Agency: Red C, Manchester

The brief was to write inspirational, optimised website copy for over 100 Chef & Brewer British country pubs. Far from telling visitors what’s on the menu, the website copy had to describe everything, beautifully - from the location of the pub to the area history. 

Brief: Article writing/SEO copywriting

Client: Rock-a-Bye Rosie Agency: Red Fern Media

Rock-a-Bye Rosie is a London-based  fashion brand with concessions in Monsoon stores across the UK, as well as a high end ecommerce website. My brief was to provide weekly articles to help them climb the rankings, whilst keeping their brand in great shape.

Brief: Research brief / consumer health report

Client: Compassion in World Farming

My task was to help transform a dense research paper into a highly readable report appealing to consumers, government and the food industry alike. The report reveals compelling evidence that higher welfare animals (from free range and organic farming systems) produce more nutritious food.

Brief: Website copy

Client: The Bereavement Trust UK

The Bereavement Trust was originally set up in 1992 to support those affected by the Hillsborough and Kegworth air disasters. Today, the organisation runs a national, multi-lingual freephone helpline, every evening of the year. The Trust needed a copywriter who could embrace their caring brand.

Brief: Press campaign  

Client: Institute of Advanced Motorists Agency: t.three, Manchester

The IAM (Institute of Advanced Motorists) is the UK’s leading road safety charity. This striking press campaign gave the organisation a highly visible presence, which was good for the IAM, good for drivers and riders and, indeed, good for all road users. It also achieved a prestigious Shot Up North Award.


Brief: Banner campaign for the Dubai Motor Show

Client: Ford Agency: y&r Dubai

The Dubai Motor Show is the biggest automobile show in the Middle East. As you would expect, the industry pulls out all the stops to create the biggest impact possible - Ford is no exception. With more than 20 cars and trucks to showcase, the creative challenge was creating a seamless concept that could work with Ford’s three car brands - Ford, Lincoln and Mercury.

Brief: Direct mail

Client: JLA, Yorkshire

Direct mail doesn’t get more direct than this one and it accomplished an absolute win-win result for all stakeholders. JLA achieved a 5% response rate over their usual 1%, while customers were able to confidently present their laundries to CQC inspectors. These customers and their stakeholders now benefit from a more hygienic, cost -effective and environmentally friendly laundry.

Brief: Direct mail

Client: JLA, Yorkshire

This highly targeted direct mail piece for JLA highlights the frustrating problems hotels face when it comes to outsourcing their laundry. JLA’s promise to reduce their laundry costs by up to 70%, along with their proposition of 5 Star Service Cover achieved a 5 Star response rate from their target audience – 5% over JLA’s norm of 1%. A squeaky clean way to improve cash flow!

Brief: Press advertisement

Client: JLA, Yorkshire

The UK education sector is under pressure to go green and cut costs in every aspect. That’s why this press advertisement, targeting boarding schools, hit the mark for JLA.As the UK’s leading commercial laundry provider, JLA is able to offer highly cost- effective, energy efficient laundry solutions to schools, colleges and universities across the country, saving them thousands.

Brief: Brand re-positioning & strapline

Client: Blue Inc Agency: And Partners

Blue Inc is a London-based fashion retailer operating across the UK. This pitch was to help re-position them as stylish, edgy and affordable brand for men and women.

Brief: Bid writing

Client: BAM Construction Agency: Xchange Team, London

This tender won BAM the contract to build the £100m,15 storey Co-op headquarters in Manchester. Designed to BREEAM Excellent standards, the building will be one of the most sustainable once properties in Europe. I helped BAM with specific sections of the tender, including CSR. Recognising that BAM’s brand values were well aligned with the Co-op’s, I was proud to be a part of this hugely successful project.

Brief: Direct mail 

Client: Bank of Scotland Corporate Agency: t.three, Manchester

A powerful addition to my portfolio, this bank note mailer achieved over £1 billion in sales leads for Bank of Scotland Corporate. The mailer was aimed at organisations turning over £5million and above and played upon Bank of Scotland’s important and long-established presence in the history of UK banking, while reflecting Bank of Scotland Corporate’s brand positioning of looking at things differently.

Brief: Radio campaign

Client: Masafi Agency: y&r Dubai

They say never work with animals or children. However, the children featured in this radio campaign did all the hard work for me. My task was to persuade mums across the Persian Gulf that mineral water is as pure and natural as the spring water they usually buy. Oscar, France and Zoe wrote the copy far more naturally than I ever could.

Brief: Radio campaign

Client: Baby Shop Agency: Intermarkets, Dubai

Copywriting rarely comes as naturally as this. All I did was write a silly tongue twister and, with a little help from two wonderful little boys and a great producer, this radio campaign literally recorded itself. Another bonus – the Baby Shop sale sold out within one weekend.

Brief: Press advertisement  

Client: Pinar Agency: Intermarkets, Dubai

This press ad for Pinar told cream cheese lovers all over the Middle East that they could now enjoy their favourite taste without it going to their waistline. With its visually compelling execution, the ad earned an IAA Gold Award.


Brief: Press advertisement

Client: First Choice Agency: Gratterpalm, Leeds

This Press Advertisement appeared across national UK newspapers and travel magazines. It was a creative way to say great long haul destinations and more legroom.


Brief: Editorial 

Client: Wella

I was briefed to write inspiring magazine copy for Wella's in-salon magazine, Waves (MENA region). The articles had to be written around the concept: 'Being in Love.' 


Brief: Brochure campaign

Client: Compassion in World Farming

I recently worked with Compassion in World Farming to develop a campaign focusing on the life and needs of farm animals.Aimed at decision makers in government, NGOs and IGOs, the campaign has an important goal: To take even the most 'scientifically minded' of our target audience on an emotional journey into the life and needs of individual farm animals – and to leave an indelible impression.

Brief: Sustainability reporting

Client: Uralkali Agency: RLM Finsbury & Russian Linguistic Services

As the leading vertically integrated potash producer, accounting for 20% of the world’s production of potash, Uralkali controls its entire production chain, from potash ore mining through to the supply of potassium chloride to customers. 

Brief: CSR/sustainability brochure

Client: Leaderflush Shapland Agency: Wilson Cooke

As the UK’s leading doorset manufacturer, Leaderflush Shapland’s big challenge is meeting the complex demands of the building industry, whilst helping to preserve the world’s forests and biodiversity. Being ‘the future of performance doorsets’ the company’s focus is, and always must be, on achieving all-round sustainability. This brochure talks about progress so far.

Brief: Scriptwriting

Client: Bank of Scotland Corporate  Agency: t.three, Manchester

This film for Eco 2 and Bank of Scotland Corporate is an example of the way banks are embracing sustainability and investing for the future. Produced by t.three Advertising in Manchester, the film showcases my scriptwriting skills.

I've known Vicki for over 10 years. She is an extremely talented and adaptable writer. She’s always been a pleasure to deal with, and I'd have no hesitation in recommending her to anyone.

Phil Cookson, Director, Creative Resource