MAKING MONEY SIMPLE.

YOU’RE IN SAFE HANDS

I’ve written for most major financial brands. I was Brand Guardian (ad agency) on Barclays and Barclaycard. And tone of voice lead at NatWest Group across all their core brands. I’m also fully up on regulatory training too:

Financial Promotion Approvals

  • Competition Law

  • Compliance and Conduct

  • Good Customer Outcomes

  • Customers in Vulnerable Situations

  • Greenwashing

  • Managing Risk

  • Protecting the Integrity of Financial Markets

  • Privacy and Security

  • Ring Fencing

  • Financial Crime and Fraud

  • Tax Awareness

  • Conflicts of Interest

  • Privacy and Client Confidentiality

NatWest

The basic rule in social is ads with visuals work better. But if you say the right things in the right way, copy-only posts can be really powerful.

This ‘Wanted’ ad was a quick turn around job. Top engagement - so successful that META gave us the same ad space again, free.

Brands have to tread a fine line when it comes to talking about anything beyond the products and services they offer. Trolls feed off it.

Marcus did a lot of work with NWG around financial literacy for young folk. When he and his team-mates suffered disgusting abuse, we supported him.

his got more than four times the engagement of our competitor brands.

This was one of the first comms in our new tone of voice. Targeted at customers who weren’t using our app yet .

Instead of firing out copy about how great the features are, I led on the benefit.

Because as quick and easy as it is to use the app, it’s quicker and easier not to bother at all.

Tesco Bank

I loved writing web content for Tesco Bank. Connecting the audience to their products through life moments. And, of course, landing good SEO hooks in the headlines.

Avenue Credit Brokers

A different type of financial product made simple. Even when you’re talking to business prospects, clarity is king. It’s thought that around 40% of entrepreneurs are dyslexic. (As high as 65% on one of my premium high wealth client’s data-base.)

Ultimate Finance

User experience is everything in digital.

The reality is people skim read. They’ll probably only read about 30% of your copy.

So you need a writer who can find a clear hook in even the most complex products. (And hit those SEO key terms for you.)

A writer who’ll work out exactly what you need to say (and what you don’t). And communicate each point in the right order.

Here’s how I simplified things for Ultimate Finance.

Click to read.

Trade stand: When you’re offering similar products in a crowded market place (literally) you need a point of difference. I tapped into Ultimate Finance’s emotional benefit.

Barclaycard

When you’ve got a great offer, lead with it.

This DM piece for Barclaycard did just that.

Bank of Dave

Self-made millionaire Dave Fishwick watched business after business go bust in his hometown of Burnley. The reason? Banks had changed their lending criteria and credit-worthy people suddenly weren’t.

But our Dave was going to change that.

He’d open his own bank. A bank where the computer didn’t say no. A fair bank where all profit would go back into the community.

What he didn’t bank on was having to take on the establishment. And it’s fair to say they weren’t best pleased.

Channel Four made a two-part doc about Dave’s story. I wrote the script for the promo which also ran online - a few stills below.