I'm an award-winning senior creative copywriter based in beautiful South Wales, originally Bristolian with the pronunciation of anything ending in 'er' to prove it.

Falmouth University taught me how to come up with creative ideas. Playing RuneScape aged 10, while pretending to be 16, taught me how to write.

As a writer, you should grasp when to cut, carve, or let a sentence dance a little longer. Voice is a true differentiator, but words alone don’t carry the weight needed to land a brand's personality or reason for being.
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I believe the real value of a creative is in their ability to concept and shape ideas. To produce immediate springboards rooted in insight that land in a heartbeat, feel consistent, yet open up a world of new possibilities. So that's what I do. I know how to find an idea, write an idea, and craft an idea.

For me, that's the most important part of any project – yet somehow it remains so ambiguous as a process – and it's all too often misunderstood or missing.
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So, as you browse my work, keep these two beliefs in mind:

1. Every idea should be immediate.
A killer idea leads, guides and sense-checks everything that follows.
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2. Great copy does 90% of the job.
And leaves the final 10% for the reader to complete in their own time.
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This is the balance I chase in each piece of work. And it's allinadaveswork.