Christopher Ward
I’m the senior copywriter for Christopher Ward – a luxury watch brand – and oversee all its creative output: from email mail-outs and website copy to above-the-line advertising, product descriptions and video scripting. I’m also the editor of its quarterly magazine, Loupe.
The London School of Economics
I’ve recently written and overseen the production of a new brochure for the LSE’s Executive Education programme.
Toppik hair thickener
When Toppik was looking for a copywriter who knew how to communicate effectively with young men on social media, they came to me. This has led to increased engagement and many times more followers than before.
Quintessentially
For three years, I was the editor of Quintessentially’s luxury magazine, which featured stories on travel, politics, food and style. I also created paid content for the likes of Hennessy and Aston Martin.
GeniePoint car charging
As electric vehicles grow in popularity, GeniePoint is expanding its network of chargers across the UK. I rewrote its website to increase engagement with new EV drivers.
Lacoste
At Umbrella, we produced an advertorial story for Lacoste and Scotts menswear: ‘Sport Club Lacoste’. Using the Crystal Palace sports centre as our backdrop, we put Lacoste outfits – curated from its A/W collection – at the heart of the mythical club, bringing together beautiful imagery with humorous, but informative, copy. The images, words and video were used by Scotts on its website and in outlets.
Argentex
I’ve recently rewritten the website for the financial company Argentex. The aim has been to create a new tone of voice that easy to understand and showcases the company’s products without resorting to jargon.
Volvo
Recently, I’ve been involved in the creation of content for Volvo’s XC40. Rather than just talk about the car’s selling points, we interviewed the key people behind its development and showed how their private passions directly influenced the XC40’s features.
Gaggenau kitchens
As the Group Editor for FMS Publishing, I oversaw creative output (digital and print) for high-end kitchen brand, Gaggenau. This is the first issue of Gaggenau: The Magazine, which I edited.
Tessuti menswear
Along with colleagues at Umbrella I oversaw the creation of a spring/summer campaign for upmarket men’s clothes store Tessuti. This went from formulating the creative idea to putting together outfits, writing copy and liaising with the client until they were happy. The work was featured Umbrella magazine and printed as a stand-alone publication for Tessuti’s shops.
Smart cars
I produced and edited copy for Smart cars’ web magazine. I also wrote press releases on new cars, found news stories that fit in with the brand’s core values and edited other writers’ copy so it corresponded with Smart’s tone of voice.
Nike
I was approached by Nike to add my knowledge of British fashion and culture to its work on the England football kit for the 2014 World Cup. Over a week, I brought together ideas from tastemakers, journalists, fans and players in order to come up with a philosophy that would inform the look of the strip and its accessories. It was a hugely rewarding and successful project, thanks largely to the brilliant people I worked with.
Nike’s Jason McDonald says: “Whilst working on the WC14 England Project, we required a passionate expert on football culture. We got in touch with Tony through colleagues in the UK who had worked with him before and valued his vast football knowledge. “After our first meeting, it was clear he had a lot to offer us so we brought him back for a three-day working session in the Netherlands to help us complete the research. A top bloke – professional, knowledgeable and an invaluable team player, I highly recommend him – he’s someone we will definitely use in the future.” Mazda
When Mazda launched the CX-5, an SUV that was sold on its smaller size, eco-friendly engine and maneuverability, my task was to come up with an editorial solution that best conveyed these qualities. My idea was The Urban Explorers Guide, a supplement to Redwood/Mazda’s Zoom Zoom magazine, that would be given to Mazda drivers in 12 countries.
In the guide, I commissioned 12 writers from cities as diverse as Buenos Aires and Amsterdam to write about the neighbourhoods that best summed up their metropolis. This was a guide for visitors who wanted to find out where the locals went to. And it fitted perfectly with the spirit of the car.
The guide was eventually translated into ten languages and sent to over 1m Zoom-Zoom readers around the world.