Hello.
I’m Robbie – a strategic and conceptual copywriter with more than 20 years of experience under my belt.
My work puts people first. That means thinking about the audience, walking in their shoes, understanding their motivations and, ultimately, creating work that persuades them to do something that, deep down, they wanted to do already.
I’m interested in AI and stay abreast of how we can use it to speed up left-brain thought processes, but I’m very much of the conviction that we work in a people business – and that requires a degree of lived experience and creative intuition that cannot be programmed*.
*Ian McGilchrist is good on this subject: https://en.wikipedia.org/wiki/The_Master_and_His_Emissary
****
CV in brief
Currently:
Copy Lead at Havas Helia.
Working on Volkswagen Group – the agency’s largest account. I’ve been writing and signing off copy, signing off briefs, etc. Across London and Cirencester offices.
Side-hustling at Rogue Creative.
Working directly with charities who might not otherwise be able to afford agency-quality creative work. My art partner and I cover the strategy, the ideas, the copy, the design - across TV, direct mail, press and outdoor.
Previously:
I came through the ranks at Rapp – going from placement to Group Head to Creative Director quite quickly.
After that, I spent some equally formative years as a roving freelancer – with time spent at VCCP, DDB, Wunderman, Good Agency, Sapient Nitro, Arthur, CST: The Gate, Different Kettle, Havas – while also working directly with clients all over the UK and trying a couple of other perm jobs.
I’ve tried to avoid doing too much of the same thing in my career – I like to mix it up and enjoy the adventure.
Full story on my LinkedIn.
