The term “copywriter” covers a lot of ground.
It’s more than headlines, taglines and articles.
In my case, that descriptor also includes helping clients build meaningful relationships with consumers through content that adds value to their lives. How? That’s a great question, and here’s a quick example:
Take the case of P&G Everyday Solutions. To engage this audience, first we needed to understand her–the P&G consumer. What were her needs and aspirations? What mattered to her? Not in broad, philosophical terms, but in the moments that comprise her daily life–her family, her home, and her beauty and health.
So we developed content to answer those needs–helping her improve her life in small but meaningful ways–and connecting her with brands from Pantene to Iams, and Swiffer to Charmin. Then we served that content up through timely, relevant channels to seamlessly integrate our brands into her life. Our content made the needs of our audience the priority, and by doing that, we built loyalty.
That’s only one consumer relationship marketing example. During my nearly 15 years in advertising, I’ve had the pleasure of creating and working on many of these programs, for CPG and healthcare and food brands.
Each of these has helped me learn to understand audiences, brand voices, content strategy, digital information architecture and communications ecosystems that get the right message to the right consumer in the right time and place.
Whether it’s a CRM, a social initiative or stand-alone content, creating compelling copy that helps your brand build meaningful connections is my specialty.
CLIENTS: P&G, ConAgra Foods, Abbott Nutrition, Hunt’s, Pantene, Similac, ReadySetEat, Marie Callender’s, Orville Redenbacher’s, Children’s Safe Drinking Water, Child Hunger Ends Here, Hunger Volunteer Connection, League for Animal Welfare.
Here’s what my colleagues have to say:
Eric Thompson, Senior Art Director, Tremor
“Anne has a gift for taking complex ideas and delivering them thoughtfully through her eloquent writing. From CRMs to website redesigns, Anne delivers great work.”
Brian LeCount, Executive Vice President, Strategy & Insights, POSSIBLE
“Anne immerses herself in the business of our clients’ work to use that in developing great copy.”
Julianne Luebbe, User Experience Planning, Strategy & Design, Vantiv
“Anne is a great collaborator and partner. She’s an asset to any team, adding value to large projects and small ones.”
Nick Eads, Senior Copywriter, The Kroger Company
“Her infectious personality, passion and talent are enviable. I know I’m not alone when I say I’m a much stronger writer because of Anne’s leadership.”
Rachel Kirkwood, Writer
“She’s always got a game plan. She stretches the talent around her to meet and exceed the client ask.”