Agency years: big brands, short deadlines, no hiding place

I was brought in to refine Traffic’s brand voice across its own communications, including the company website, PR, marketing materials and infographics. The aim was to give the agency a more consistent and distinctive voice across everything it put into the world.

Alongside this, I worked as a senior copywriter on campaigns for a wide range of MENA and international clients, from emerging businesses to major global brands, across FMCG, real estate, lifestyle and editorial.

Here is a selection of case studies from some of the larger clients I worked with.

Carrefour is one of the world’s largest retail chains, operating across the Middle East, Africa and Asia through Majid Al Futtaim.

My role

I worked on Carrefour ecommerce campaigns, writing copy for PR and Google Ads to promote campaigns, offers and initiatives.

The challenge

Communicating a wide range of products, promotions and offers clearly across very different channels.

My approach

For PR, I developed stories and supporting copy around Carrefour campaigns. For Google Ads, I distilled offers into concise, persuasive copy within tight character limits.

Pullman is an international hotel brand within the Accor group.

My role

I worked directly with Pullman’s Communications Officer in the UAE, overseeing a complete rewrite of the company website as well as writing PR copy.

The challenge

The existing website needed a clearer, more consistent voice and a complete content overhaul across the UAE property.

My approach

I worked closely with the client to understand the brand, its properties and its audiences, then rewrote the website content from the ground up. I also developed PR copy to support Pullman’s communications and marketing activity.

Emirates needs little introduction. Even if you’ve never flown with them, there’s a good chance their name is on the front of your favourite football shirt.

My role

I supported the Emirates account with blog content and PR copy, helping communicate the brand across editorial and media channels.

The challenge

Creating engaging content around Emirates and its destinations while maintaining a consistent brand voice.

My approach

I wrote blog articles and PRs across a range of topics, adapting the tone and messaging for different audiences and formats.

Pepsi needs no introduction. It does what it says on the can.

My role

I supported the Pepsi account with blog content, writing articles for its digital channels.

The challenge

Creating engaging editorial content that connected with Pepsi audiences while staying true to the brand.

My approach

I wrote blog content across a range of topics, adapting the tone and subject matter to suit the brand and its audience.