The Telegraph
Head of Marketing Copy
My role at The Telegraph was to lead marketing copy and Tone of Voice across all advertising – from OOH and radio to digital, social and CRM. I defined and authored the brand’s verbal identity guidelines, acted as global copy guardian for all products and platforms (including Wine and Puzzles), and co-led the creative development of two above-the-line campaigns.
‘The Daily T’ podcast campaign
Camilla Tominey and Kamal Ahmed don’t tread on eggshells. They push boundaries and bring a rare dose of common sense to the headlines. So when they launched a new podcast, we built a campaign that reflected exactly that. I co-concepted creative that introduced two of The Telegraph’s biggest journalists in a way that felt bold, direct and unmistakably Telegraph.
Print ad
‘Open your world’ brand campaign
Telegraph audiences don’t just read the news – they absorb it: across multiple platforms, formats and moments throughout the day. So for the brand’s first major campaign in seven years, we created something that worked the same way – mirroring how 21st-century readers really understand the world. Powered by extraordinary journalism and unparalleled technology, it told a single story across OOH, radio, CRM, digital and print, meeting readers wherever they were.
Creative concept
