+44 (0)7814 06 27 23

French and global campaigns

Along with French-English copywriting, I put teams of foreign copywriters together and project manage global campaigns.

From the latest

Print

Vita Coco

I created concepts, headlines and endlines for 4 new campaigns destined to the French market. It included new products launch. Vita Coco is also active in communities where coconuts are grown with programmes aimed at helping local people to overcome poverty. Part of the brief was to make consumers aware of these actions.  

TV 

NordVPN

The Specialist Works

I transcreated various TV commercials for the French market. 

Digital B2B ads

PINTEREST BUSINESS

I created a series of witty headlines for posts on Pinterest.  They wanted to attract businesses from diverse sectors in a campaign advertising their products and services to customers. 

Scripts, social posts - English

OMNIPOD

Ici Barbes   Paris

Ici Barbès is a French agency based in Paris. They were pitching for the US business Insulet specialised in devices for diabetes. They were launching Omnipod in France, a connected device. Ici Barbès needed to transcreate their scripts, taglines and social posts into English in order to present their campaign to the client. 

CRM, web content, social media, ebook, imagery.

AWS Amazon Web Services and partners

Luxus Helsinki London

 

AWS is a digital arm of Amazon that offers cloud computing services.

I created and transcreated French copy for a series of campaigns promoting webinars about data migration to AWS Cloud via their partners in France. Emails, landing page, social media posts, ebook. 

Posters, illustrations

 

Alexander McQueen for the NHS

and more

During the Covid 19 pandemic, I  participated in a number of initiatives 

notably for Alexander McQueen for the NHS, One Minute Briefs, and personal projects.

See here.

Multichannel campaign, retail, packaging - English

Baileys

Diageo - MRM//McCann - Creative Equals 

I took part in the Creative Comeback 2020 programme organised by Creative Equals. We were given the chance to pitch for a Baileys campaign. I teamed up as an English copywriter with an AD and a designer, and with the support of MRM//McCann we produced a multichannel campaign for the Autumn season with a witchcraft theme. We presented to Diageo. Full presentation here

Creative Equals made a film about the programme that was shown at Cannes 2020 here.

Video - German

 

JÄ germeister

Engine Creative

Jägermeister is a world-famous brand with a cult following. They collaborate with artists and DJs. A highly creative approach was needed and we provided German copywriting for a video VO, various headlines and banners. Creativity, a fast turn-around and reactivity were crucial to this client and we responded accordingly.

Press ads, TV

Dove

Ogilvy UK

I transcreated straplines for a new product range launch under the Dove brand for women. Work under NDA.

Video, social, eCRM, app

Unilever

 Signal 

 

Children are naturally reluctant when it comes to brushing their teeth regularly. In order to help parents and encourage their children to brush their teeth correctly, Unilever has created a "magic" toothbrush, Signal Playbrush, under the French  Signal toothpaste brand. It works along with an app on the telephone. Games, funny characters and rewards are part of a programme made to implement a routine. 

I transcreated web content, social media posts, eCRM and the app into French.

Sponsoring

 

Julius BÄR

The arts are central to Julius Bär's cultural sponsorship activities. They manifest their interest through partnerships with galleries, orchestras, film festivals throughout the world. They asked me to adapt captions in French for a film highlighting their commitments to the arts with the most prestigious art institutions in Europe and beyond. 

Cultural insights, imagery [product naming]

Kronenbourg 1664

Haines McGregor

In the world of premium lagers, Kronembours 1664 is a leader in France. However, the market has become more competitive with craft beers. and Kronenbourg wanted to create a new label for this new market.

They wanted to study new tendencies by setting up workshops to test ideas. They asked me to come up with themes and cultural insights around aspects of the French way of life and beer consumption. I created 16 themes typical of France's cultural landscape, with matching imagery.

Cultural insights, radio, digital ads

LinkedIn

BMB

 

LinkedIn plays a major role as a recruiter. However, it occupies a unique position as a network of professionals who use LinkedIn as a social media rather than a job board. LinkedIn wanted to launch a major campaign in France targeted at potential recruiters from small and medium companies. As a French creative lead, I created concepts and scripts tailored to the French market taking into account socio-economic factors, different from the US market in every way. My work was crucial in finding the right rationale, tone and people in order to generate scripts that were realistic and meaningful to a French audience. 

eCRM, social, cultural insights, product naming

Photobox     London - Paris

Coolr     London

Photobox needed French input across all their departments. I created and transcreated copy for the French market and as a template for Southern Europe. ECRM, social media, website content, product naming, launch and copy, blog.  The high volume of work demanded a quick turn around with launches of products and promotions happening simultaneously. I also provided a consultancy service, advising on the relevance of campaigns and products for markets in Europe, and SEO search terms. I also created a glossary for a more cohesive approach to French copywriting. 

I also collaborated with Coolr their social media agency and created posts for Facebook, Twitter and Instagram.

Press ads

Weleda

Select Life - Hamburg

 

Weleda is a world-famous German beauty brand. It was created in the 20s to promote a healthy lifestyle and natural products made from plants. The work involves press ads for the French market, concepts and taglines.

eCRM, social, ebooks - 4 languages

AWS Amazon Web Services

La Plage Studio London

AWS is a digital arm of Amazon that offers cloud computing services. We transcreated healthcare eBooks and video subs in 4 languages with our team of foreign copywriters for key European markets.

Product naming

Innocent

I created names for Innocent smoothies. in French. The various ingredients and colours were used as a basis for inspiration. The tone is humorous and playful, taking elements from popular culture, play on words and childhood memories. 

TV scripts, sponsoring

LesFurets.com /comparethemarket.com

LIDA - VCCP London

 

LesFurets.com is the French version of comparethemarket.com. The Meerkats have their own French counterparts Hervé and François. The TV scripts are different but the humour has remained the same. The campaigns through VCCP for the French market include TV commercials and sponsoring.

Press ads, TV - 30 languages

                                                                                                               

adidas

Leagas Delaney - 180 Amsterdam

 

Adidas has been one of the most exciting and challenging international accounts we’ve ever been given to work on. We produced 500 projects in 30  languages in partnership with Leagas Delaney and 180 Amsterdam over 7 years. The language of Adidas campaigns reflects the ever-changing landscape of our urban lifestyles. They are greatly influential.

It has demanded constant high standards and unfaltering commmitment  to creativity. The results were impactful and pertinent messages for an international audience who regards Adidas as a cult brand. 

Habitat Print France

Posters, catalogues, POS material - 2 languages

Habitat

TBWA\London

 

Habitat is the ever innovative design company for which we created posters, catalogues, product copy + PR for the French and German market. Original French copywriting from brief. Poster campaign for the French market.

Dyson press Ad France

Press ads, TV, manuals - 3 languages

Dyson

 

Working in collaboration with James Dyson, we produced press ads, TV scripts, manuals and booklets in French, German and Turkish. A unique USP made those as inventive as Dyson  products.

Press ads - 9 languages

ELECTRONIC ARTS

 

The video gaming industry is one of the most creatively demanding. We worked with EA/EA Sports (FIFA) on many projects, in print and radio, in up to 9 languages.

Press ads, TV, DM

 

THE BAHAMAS-DUNHILL-IBM -HÄAgen Dazs-HUGO BOSS-levi's-SHELL

BBH London 

I've worked on  all BBH global accounts, notably IBM with John Hegarty. French transcreation for press ads, TV scripts, DM.

Press ads

Nike

Widen + Kennedy Portland - Amsterdam 

 

I worked on the first European transnational campaign for Nike Women fitness in collaboration with Cosmopolitan. My copy was published subsequently in Campaign magazine. I also transcreated Men's Athletics press ad campaign.

Radio, posters, manuals, promotional material

Guinness Brewing Worldwide

Saatchi & Saatchi London Johannesburg

 

I worked 18 years on Guinness Brewing Worldwide pan-African business. I have produced posters, radio scripts, promotional material and manuals for French-speaking West Africa and Mauritius. I collaborated with GBW and a number of agencies in London and Africa, most notably Saatchi & Saatchi in London and Johannesburg. 

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