jeremygarnerwriter

[jeremygarnerwriter]

Hello. I am a freelance copywriter with over 20 years of experience across a wide range of media and brands.

I specialise in short-form content such as script writing, social media, campaign & comms, CRM and branding (including copy guidelines and product naming), and also long-form content such as websites, articles and thought-leadership pieces.

I began my career at Euro RSCG in Hong Kong in 1994, and have also been the creative director of numerous ad agencies in London including Weapon7 (part of Omnicom), LBI, Ogilvy and Hiveworks (experience design).

For my creative direction portfolio including details of awards, awards juries served on and a complete collection of articles and work, please refer to my other site at jeremygarner.co.uk

[jeremygarnerwriter]

TRENDSNACKS

Hiveworks, an experience design agency, wanted to get their viewpoint out amongst clients, prospective employees and journalists.

So, every two months ‘Trendsnacks’ was produced; a printed and online series of five snack-sized articles on themes ranging from artificial intelligence and fintech, to mobile innovation and sustainable food production.

I researched and wrote the articles and collaborated closely with the illustrators and designers on this interesting project, which was also translated into French.

[jeremygarnerwriter]

BANK OF SCOTLAND / LLOYDS / HALIFAX

Whilst freelancing at Proximity, I worked on several CRM programmes for Bank of Scotland, Lloyds and Halifax. 

Each had to adhere to a very different set of copy guidelines and tone of voice; emails linked through to a wider, more detailed, content campaign. 

The above example was developed to raise awareness of holiday fraud amongst customers, and required a full fact-finding mission to unearth key statistics in the research stage, as well as copywriting. 

[jeremygarnerwriter]

SMART

As part of the Mercedes-Benz brand, Weapon7 produced numerous direct mail packs, brochures, letters and pamphlets for smart - as well as microsite and online films.

I oversaw each piece, and wrote many of them too.

[jeremygarnerwriter]

ORANGE - DIGITAL ANALYTICS DOCUMENTARY

Orange (still a major brand in Europe) asked Hiveworks to produce an in-depth film which would help raise the importance of digital analytics within the organisation, as well as helping to educating them as to the basic principles.

Following a thorough research phase, I wrote a documentary style framework which would be narrated. This then acted as the cohesion to bring together soundbites of a range of European digital analytics experts in an eight minute film.

[jeremygarnerwriter]

NIVEA - ‘INTERNPRENEURS’

Each year Nivea have an induction programme for their new graduates joining on internships.

They required an overview film to convey a substantial amount of information, and describe the different pillars of the business, all whilst capturing the energy of the Nivea organisation.

To write this script I needed to talk with multiple stakeholders to understand the exact structure, day-to-day operations and objectives of the pillars within the business.

[jeremygarnerwriter]

ALFRED DUNHILL 

'Pursuit' by Dunhill was a fragrance that aimed to epitomise the spirit of adventure.

On the cap of the bottle was the embossed emblem of a compass. Our idea was to make that interactive, so that the user could spin it and discover a new, little-known destination every 10 degrees from London; 36 destinations in all.

I researched and wrote all 36 entries on destinations ranging from the world's most northerly volcano to oil rig diving. More travel journalism than comms copywriting!

[jeremygarnerwriter]

ARTICLES & VIEWPOINT

Over the years, I have written many articles for the likes of Contagious, The Guardian, Creative Review, D&AD, Campaign, 12Ahead, The IPA, The Drum, Marketing, Futurerising and More About Advertising.

Topics have ranged from emotional surveillance vs marketing, algorithms and serendipity and the rise of the experience economy to agencies as metaphors and whether robots may take your creative agency job (to find out whether they will, you’ll just have to read it)...

[jeremygarnerwriter]

MERCEDES-BENZ

From 2008 to 2014, Weapon7 was tasked with producing the digital and below-the-line work for Mercedes-Benz in the UK.

As copy-based ECD, I oversaw and helped write hundreds of direct mail packs, microsites, CRM programmes, brochures and long-form content pieces for the brand.

Many of these were part of wider integrated campaigns, whereas some were one-offs for dealership events. 

[jeremygarnerwriter]

LITTLE BEATING HEARTS

Weapon7's ethos was 'Ideas with little beating hearts' - ideas that have an energy of their own, helping them to get talked about and shared in social channels.

As such, the company needed to produce regular thought leadership articles to back up this stance. 'Little beating hearts' with a booklet containing four disparate essays; one written by me and three from other Weapon7ers.

I also acted as editor, which meant I had to frequently goad, cajole and wheedle contributors into coming up with the goods on time.