Hello, my name is Catherine and I’ve been doing this writing thing for 15 years, as a journalist, marketing specialist and, more recently, an advertising creative.
I have ghostwritten for global popstars and CEOs and raved about far-off places that I could only dream of visiting. I’ve been a city guide, an astrologer, a gay man, a film reviewer, a hotelier. I’ve created campaigns for global brands in retail, cosmetics, aviation, healthcare and more. And then I paused to have a baby during a pandemic. I know, right?
In a nutshell
Basics: 15 years of copywriting and marketing expertise across multiple industries.
Specialities: Long and short form, editorial, social activations, OOH, radio, TV, direct marketing, e-marketing, research, retail brands, B2C, B2B, original creative concepts and multi-channel production.
Things I love: Brutalism, photography, top-deck front-seat bus rides, diary writing (I’ve kept one since I was eight), diary reading (Tina Brown, Alan Bennett, Kenneth Williams), Mid-Century Modern furniture, chunky coffee table books, foxes, plants that require little-to-no attention, pop art, eating all the cheese, magazines (The Face, Delayed Gratification, Vanity Fair), Scandi minimalism, exposed brick, BBC 6 Music, the V&A, Mad Men, smelling my baby’s hair (sounds weirder than it is), Scotland, Mod culture, lovingly crafting Spotify playlists, the Radio Times Christmas edition, Ferrero Rocher.LinkedIn Instagram
Having forged a great relationship with Hogarth during my time at IHG, I made the leap to the dark side and joined the agency world. While my initial client was IHG, I soon began copywriting for others including Boots, British Gas, Inmarsat, Huawei and Alliance Healthcare. I returned to being a full-time member of the Hogarth team in 2021 after three years seconded to Ogilvy's WBA Creative department. From original concept creation to multi-channel production, I’ve recently worked on creative for Vodafone, Philips and Facebook Business.
Seconded from Hogarth to Ogilvy’s WBA (Walgreens Boots Alliance) Creative team from May 2017 - March 2021 working exclusively on the Boots account, including No7 and Soltan. I’ve spent the last three years concepting and producing adverts, and creating activations – from press and social ads, TVCs to radio scripts, to instore roll out and PR activity.
Work across multiple communications channels to align messaging of the development team’s marketing collateral. This includes producing DQ magazine, web content (copy and videos), brochure copy and presentation material for creative and cohesive campaign delivery. Also responsible for helping to co-ordinate and deliver IHG roadshows, conferences and hospitality across Europe.
Liontrust Asset Management
Edited B2B and B2C marketing literature for different funds and portfolio models.
Managed content creation for the website, including video and photography production. Developed existing knowledge of HTML to build microsites and provided e-marketing support.
Lived in South Korea
In addition to proofreading exam documents at an English Academy, I worked on a freelance basis for UK clients, including LexisNexis, the Times Educational Supplement, Vue Entertainment and Universal Music.
While on a break in the UK, I was engaged by Story Worldwide to produce a listening exercise report on clothing company Jaeger, with recommendations for their social media marketing strategy.
Worked in the digital marketing department producing content for web, emails and social channels. Used bespoke CMS and email marketing platform daily, and managed company Facebook page.
Warwick Worldwide + All-Leo
Worked for content agencies Warwick Worldwide and later its digital arm All-Leo, on multiple projects for a high-profile clients including Channel Five, SonyBMG, Universal, Eden Hotels, Elegant Resorts, Bliss, Pink News, Out in the City, Pride Life, Lovebox festival, Visit Britain, Totally London and more.
Warner Music Group
Interned in the newly formed digital department where I wrote e-newsletters, updated websites and Myspace(!) and co-ordinated competitions online.
Wrote press releases and secured worldwide digital press coverage for artists, releases and concerts. Updated the website and publicised fortnightly club nights.