copywriting, editing + storytelling
Ceteris writes and edits copy, tells stories, and creates messages and narrative which amplify and authenticate your brand value.
Applying proven professional copywriting, sales + advertising, editing, and storytelling techniques to cut through, drive engagement, inspire action, and connect with any audience.
Clients
HESTA | Aware Super | Invesco | Merrill Lynch Investment Managers | Goldman Sachs-JB Were | James Macready-Bryan Foundation | Morgan Stanley
Brief - create, develop + deliver UX-centric, SEO-friendly copy for web, email, presentation, articles-blogs, education initiative, member and employer-union campaigns, advocacy initiatives, investment updates, annual reports and annual member meetings.
Objective - support B2C and B2B member and growth campaigns, lead content initiatives, develop new narrative and messaging, write compliant content, educate and inform audiences, inform on investments and RI, support core and social media initiatives.
Execution - developed copy that provided critical support in campaign activity, new business initiatives, web UX content and design, AI-enhanced member projects, brand projects, investments, and advocacy work.
promoted brand |
strong member engagement in EDM and web |
enhanced UX journey for member cohorts |
supported advocacy platform |
promoted brand | strong member engagement in EDM and web | enhanced UX journey for member cohorts | supported advocacy platform |
Brief - create, develop + deliver UX-centric, SEO-friendly investment and RI copy for web, email, presentation, articles-blogs, education initiatives, member and employer-union campaigns, investment updates, Budget updates.
Objective - support B2C and B2B member and growth campaigns, lead investment content initiatives and calendar, develop new narrative and messaging, write compliant content, educate and inform audiences, inform as expert on investments and RI, support core and social media initiatives.
Execution - developed high quallity investment copy that led and supported campaign activity, web UX content and design, social and core media, AI-enhanced member projects, brand projects, investment due diliegence, product, and SENs.
optimised brand awareness |
strong audience engagement in EDM and web |
enhanced UX journey for member cohorts |
refined narrative in RI and investments |
optimised brand awareness | strong audience engagement in EDM and web | enhanced UX journey for member cohorts | refined narrative in RI and investments |
Brief - develop + deliver investment-centric copy, narrative and messages accross a wide range of Invesco-branded content for institutional and retail/adviser clients. Content included client reports, investment and economic articles, RFPs, white papers, product pitches, consultent packs, blogs, media releases and media information packs, client EDMs, web content and SEO-centric copy, UX-centric digital copy, advertisments, and product profiles.
Objective - support sales and client service efforts, inform clients, increase media share of voice, consult, enhance Invesco’s brand, lead and support marketing campaigns, optimise internal communications.
Execution - developed copy that both led and supported the business in Australia and overseas, as part of Invesco’s wider sales, clinet service and marketing strategy. Copywriting met the brief consistently, with strong client engagement. Notable successes included writing a key client article that warned of a GFC and market meltdown, incisive client reports, strong internal communications, media releases that won praise from key AFR journalists, and building a new website and CMS from the ground up with internal stakeholders in the US. and accurate, informative, product communications.
new business wins |
strong adviser engagement |
institutional client retention |
increased media share of voice |
new business wins | strong adviser engagement | institutional client retention | increased media share of voice |
Brief - develop + deliver copy, narratives, messages to enhance client and media communications at Goldman Sachs, a premium global investment firm, and JB Were, a premier Australian financial house.
Objective - create new editorial and narratives, developed narrative for client communications, refine media messaging, create product communications.
Execution - developed a copy + content strategy to ensure delivery of high quality B2B investment marketing communications with strong client engagement. Key tactics included crafting presentations, white papers, ad copy, PDSs, articles, updates, investor-adviser publications, product communications, client reporting, and brand narratives.
Results - increased circulation and subscriptions in B2C, boosted subscriptions for a monthly B2C newsletter, increased brand awareness through ad + product copy, enhanced media positioning.
increased B2C subscriptions +18K |
high adviser newsletter subs |
increased Goldman Sachs brand awareness |
enhanced media positioning |
increased B2C subscriptions +18K | high adviser newsletter subs | increased Goldman Sachs brand awareness | enhanced media positioning |
Brief - create innovation and a centre of excellence in copywriting/editing for Merrill Lynch Investment Managers, a global investment firm, to build brand and deliver value for institutional and adviser clients.
Objective - deliver a critical brand rollout, develop narratives and commentary, support the sales + tender process, build client relationships, enhance client reporting, and build a new website.
Execution - developed a clear plan to achieve consistent excellence in copywriting + editing, setting narrative aligned to audience, crafting specific messages for discrete clients, enhancing the investment, portfolio and product copy, building tender and reporting databases, delivering a market-leading client reporting capability, and crafting commentary and messages aligned to consultant needs.
Results - significantly boosted product sales, lifted brand recognition, achieved industry-leading results in client reporting, helped build new products.
boosted sales and client wins |
lifted brand recognition |
#1 in client reporting |
improved client relationships + trust |
boosted sales and client wins | lifted brand recognition | #1 in client reporting | improved client relationships + trust |
Brief - develop + deliver copy, narratives, messages to enhance James Macready-Bryan (JMB) Foundation, a not-for-profit.
Objective - research + craft communications and real life stories to inform and engage the public about acquired brain injury (ABI) and the JMB Foundation.
Execution - developed stories, messages and narratives for newsletter + web by researching and investigating victims of ABI and conveying these stories in a sensitive, empathetic way.
Results - increased public awareness about ABI + increased donations.
increased awareness of ABI |
increased donations to JMB |
increased awareness of ABI | increased donations to JMB |
Brief - write + edit client investment reports for Morgan Stanley, a premium global investment firm.
Objective - streamline investment reporting, improve clarity of communication + narrative, educate audience.
Execution - wrote and edited bulk investment reports for the client accurately and efficiently, and on time for optimum delivery for institutional clients.
Results - increased efficiency and quality of client investment reporting + enhanced delivery to client.