I’m a copywriter and creative strategist with an IPA planner’s qualification in communication effectiveness. I regularly write strategy for campaigns across multiple channels – TV, digital, social, activation, radio, print, outdoor.
I put the consumer at the heart of everything I do to produce engaging, relevant and measurable digital and traditional content. Using intuition, a good understanding of human nature and a close reading of data, I’ll find a strategy that will resonate with the target audience.
I create content, write scripts, formulate creative briefs and interpret audience data and social media analytics to give a real understanding of target audiences.
I've worked in a variety of creative shops in Dublin, (Chemistry, Owens DDB, Rothco and DDFHB) in a branded content agency, written preschool animation scripts for Cartoon Saloon and Daily Madness, and now call MediaMonks home.
An agile specialist in aligning business objectives with user needs, with the skillset to research and analyze complex information. This includes working on content designed projects from discovery to production, including mapping user journeys, identifying user needs and creating and producing user-centred content.
Experience
Screenwriter at Freelance
Sept 2021 – Present Remote
Won First Credit initiative with Daily Madness and wrote 2 episodes of their preschool animation series Ray of Sunshine (broadcast on RTE). Wrote an episode for Cartoon Saloon's new preschool animation series 'Silly Sundays' for HBO/RTE.
Associate Creative Director at MediaMonks
July 2021 Dublin, Ireland
Creative lead on Google Ireland. Primary outputs are Google's CSR work, You're the Business and This City Works. Experience on Linkedin and Instagram. Creative direction on ATL campaigns for video and social content.
Content designer at Content Design London Academy
Sept 2020 Remote
User centred content design course.
Involves:
Discovery research,
user needs,
user-focused content,
analysing data and set value metrics,
working on an agile content design project for SafeLIves.org.uk.
Head of Creative at indiepics
Jan 2018 – Present Dublin, Ireland
As head of Creative in Indiepics, my role is pivotal in producing engaging, creative content for our brands. Daily tasks include devising communication strategies for our diverse portfolio of clients; leading multiple projects from conception to completion across several platforms and pitching for new business. My job is to be the creative lynchpin across our design, video and digital specialisms.
Senior Copywriter at DDFHB
July 2008 – December 2017 Dublin Ireland
I was the lead creative on the SuperValu business in DDFHB. Retail doesn’t always allow for the most creative work. Yet our relaunch of SuperValu with our ‘Good Food Karma’ campaign, has seen SuperValu become the no 1 retailer in Ireland. Take that Lidaldi!
Creative Group Head at AV Browne
2006 – 2008 Dublin & Belfast
I ran a small creative team and production studio across multiple channels with responsibility for the creative output. Our biggest account was BT Ireland – which we ran for both the NI and ROI markets.
Senior Copywriter at Rothco
2005 – 2006 Dublin, Ireland
I worked on Murphys, Hibernian (now Aviva), Ireland West, Fruice, Aer Lingus and Citroen. I ran several new business pitches and while I was there and acting creative director in the agency, we won the RTE account.
Copywriter at Owens DDB
2002 – 2005 Dublin, Ireland
In Owens I worked on McDonalds, Carlsberg and O2, among others and was also involved in many new business pitches.
Copywriter at Chemistry
1999 – 2002 Dublin, Ireland
This is where I cut my teeth. I worked on (and won awards for) recruitireland,com, Dublin Bus, Meteor and Sligo Weekender.
Education
CPD accredited cert at Content Design London Academy
2020 – 2020 Remote
12 week intense content design course. Learned all aboutb the content design process from desk research to writing user-centred content. Ended in a live design sprint for NFP Safe Lives.
Msc Advertising at DIT Aungier st, Dublin
1998 – 1999 Dublin, Ireland
Completed thesis on the search for an authentic identity through advertising consumption amongst young people ‘Is it the real thing?’
BA Hons English Literature at Trinity College, Dublin
1993 – 1997 Dublin, Ireland
Eff Test at IPA
Nov 2017
I recently passed the Eff test – a challenging qualification that provides the skills and tools necessary to develop a more forensic and rigorous approach to evaluating communication strategies.
Awards
AIMS ADVERTISING CAMPAIGN, Marketing Institute
Supervalu Good Food Karma
Social Media Campaign for Events and Sponsorhsip, SOCKIES (Social Media awards)
Zurich sponsorship of Dalkey Literary festival
Bronze – Poster, ICAD
Dog’s Trust
Commendation in radio, ICAD
Dog’s Trust
Radio awards, Radio Advertising Awards
Nomination for Propertynews.com
Nomination in the Alcoholic beverage category, Harvey Norman Radio advertising awards
Wunderbar
Nomination in Broadcast category, Harvey Norman Radio advertising awards
Imagine ‘Dream Motehr’
Tech section, Radio advertising awards
Leap internet
Radio Nomination, ICAD
Aer Rianta ‘Shannon destinations’
Gold Winner of Newcomer award, Outdoor awards
Waterford Crystal
Winner of Transport category, Outdoor awards
Dublin Bus Nitelink campaign
Winner of the Copywriting category, Outdoor awards
Dublin Bus Nitelink campaign
Nomination in the Comms category, Guinness Radio awards
Meteor ‘Sharon’
Bronze bell for Cinema, ICAD
Sligo Weekender
Bronze bell for Print, ICAD
Sligo Weekender
Bronze bell for Radio, ICAD
Meteor – Hello Mum
Winner in the comms category, Guinness Radio awards
Meteor ‘Hello Mum’
Bronze bell for DR radio, ICAD
Meteor – Hello Mum
Silver for Press, ICAD
Recruitireland – Leaf
Silver – poster, ICAD
Recruitlreland – Leaf
Bronze – poster – transport, ICAD
Dublin Bus
Bronze – poster, ICAD
Dublin Bus