Sr. Copywriter
June 2022 - Present
Code and Theory is a technology-first creative agency with a global roster of Fortune 100 clients and start-ups. As a Senior Copywriter, I sit at the intersection of creative and strategy. I partner with Design and Creative Directors (CDs) to refine brand voices and write branded copy for entire websites. I work directly with Group CDs and CMOs to ideate and launch creative marketing campaigns in alignment with insights and client goals.
Clients of mine have ranged from Morgan Stanely and Amazon, to billion-dollar hedge fund Baron Capital and programmatic-marketing platform Simpli.fi.
Amazon
From Barrier to Breakthrough: Hardworking Ads for SMBs
THE ASK
Create the first ever Amazon Ads campaign targeted to Small Business Owners (SMBs).
THE WORK
Scouring our data, we learned the main pain-point of SMB owners: having to do it all. SMB owners must wear many hats (sometimes every hat). So when it comes to finding new customers—a job in itself—they often struggle.
Brainstorming off this insight, we finally landed on the campaign that elevates and champions the Small Business Owner:
Ads That Work As Hard As You Do
SMB owners put their heart and soul into their business, often working around the clock to ensure success. This campaign acknowledges the hard work of an SMB owner, while promising a product that meets that passion. It not only assures SMBs that Amazon understands the struggle, but that Amazon Ads can empower them to grow their business by reaching new customers, while enabling the SMB owners to focus on the background aspects of their business that matter most
The only question: How do we physically show SMB owners that Amazon Ads puts their customers within arms length?
The answer: Break the walls.
We built a digital world in which social-spec boundaries no longer existed. We created tableaus in which SMB owners could reach through the walls of a social post to put their product in the hands of their customer.
We wrote in the TOV of Amazon—playful, clever, to-the-point—by combining copy that playfully nodded at the visual context with a powerful statistic to drive home the benefit of Amazon Ads for SMBs.
Meanwhile for the video scripts, we wrote in parallel to the idea of blurred limits, while writing to the TOV, by using puns and wordplay throughout the different scripts.
Finally, our copy was translated to different language to be used around the world. Below you can find two UK Amazon Ads radio spots that I co-wrote with a colleague.
THE RESULTS
On September 18th, 2023, Amazon Ads successfully launched its first ever campaign targeting Small Business Owners.
Written about in MediaPost, the international campaign is currently running in the US, UK, and Germany.
Amazon Influencers, Prime Day
~UNDER CONSTRUCTION~
Simpli.fi
One Voice, Infinite Potential: A More Unified Platform
THE ASK
The future approaches faster than ever, bringing with it nonstop ripples of industry disruption. To remain a leader in programmatic marketing, Simpli.fi knew they needed to adapt.
Self-siloed into two functions, 1) media buying solutions and 2) agency management software, Simpli.fi was looking to tell a more holistic platform story. One that could quell the fears of agencies and brands, helping them feel supported as they moved into an uncharted advertising future.
Our task? Define, build, and launch a new Simpli.fi brand that tells a more unified story.
Initial, pre-rebrand landing page and CTV page positioning.
THE WORK
Powered by insights, we developed a more customer-centric brand strategy. One that not only supported what Simpli.fi does today, but how it plans navigate the world of tomorrow. Inspired by this strategy, the Creative Directors, ACDs, and I landed on a brand platform:
Maximize Relevance
Standing on a promise to connect its customers to the most relevant tools, data, reporting, systems, and more, Simpli.fi could deliver maximum results for agencies and brands alike.
A true transformation. Bringing the old site (left) into modern times (right) with a new design and impactful verbal identity.
Fueled by the new platform, we collaborated across departments—strategy, insights, design, copy—to create a visual and verbal identity as impactful as the brand itself. Verbally, this included:
Transforming the voice from third-person to first-person to build a verbal identity that felt more personal, human, and supportive with words like “We” and “Together”
Writing with more short statements to create a sense of confidence and industry knowledge
Using emotionally driven words like “powerful” and “performance” to create meaningful connections with Simpli.fi’s audiences
Streamlining product info to be more digestible and potent, including only what’s relevant to deliver a less exhaustive website and overall brand feel
(Above) I streamlined the exhaustive paragraphs of copy in image 1 into less passive, and more digestible and customer-benefit focused copy in images 2 and 3.
THE RESULTS
From outdated to outstanding—we revolutionized the Simpli.fi brand.
We developed an entirely new brand identity and corporate site to match. Something modern. Something digestible. Something sharp. We reshaped the messaging and brand voice from product-focused to customer-centric, crafting sentences that showcased the new story, dripped with customer benefits, demystified the programmatic platform, and further built upon Simpli.fi’s credibility with existing and prospective customers.
Examples of the new website being mocked up in Figma.
Pre-rebrand CTV page and copy.
Pre-rebrand About Us copy.
Post-rebrand CTV page and copy.
Post-rebrand About Us copy.
Morgan Stanley at Work
Crafting a Path to Financial Empowerment
THE ASK
Over the course of its existence, Morgan Stanley at Work had acquired quite a few companies. While this enabled the division to offer a wide range of workplace benefits, it left Morgan Stanley at Work with multiple offshoot websites and a disjointed voice.
Enter Code and Theory.
As experts, we knew incorporating the acquired companies into a single Morgan Stanley at Work brand would mean a total over hall. And so it began.
Some of the finished pages as seen in Figma.
THE WORK
My co-writer and I collaborated closely with Project Managers, Strategists, Designers, and the Heads of the Marketing Department at Morgan Stanley at Work.
After gathering an idea for direction, the designers created distinct-to-Morgan Stanley modules that could be used as info. templates on every page.
Figma close up
Alongside my co-writer, I read through the different pages and, following the site navigation map, strategically laid out each new webpage’s narrative and hierarchy of information. Before writing, I carefully chose each module in a way that aligned with the information at hand.
The work was divided into multi-week long sprints, during which we regularly met and liaised with Morgan Stanley’s marketing team to ensure we were moving in the right direction.
THE RESULTS
A bunch of direction changes and approvals later, all acquired company websites had been incorporated under a single, cohesive brand TOV, resulting in 60+ pages of website copy and page restructuring.
Below you can find new website example pages written by me. For more, head to: Morgan Stanley at Work
