Copywriting

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TOV

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Editorial

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Content Strategy

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Paid & Organic Social

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UX Copy

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PR

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Scripting

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Brand Campaigns

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Product Launches

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Copywriting · TOV · Editorial · Content Strategy · Paid & Organic Social · UX Copy · PR · Scripting · Brand Campaigns · Product Launches ·

Hi! I’m Annabel,

An Award-winning content lead and senior copywriter.

Ultimately, there is nothing more invigorating than seeing an idea come to fruition. I’ve built a career on it.

Fintech. Wellness. Art and design.

I’ve turned ambitious ideas into campaigns, content and stories people actually pay attention to – and remember. Whether it’s OOH, editorial, scripting or paid social, I bring equal parts creativity and commercial thinking to the work.

My office nickname was the ideas machine (there is, unfortunately, no chic writerly way to shoehorn that in). But I’ve also built content teams, processes and reporting frameworks that helped turn good ideas into big impact. Because an idea isn’t enough on its own – we need to prove the work is, well, working.

Some in-house Starling highlights: leading copy for the Women’s Euros ‘Our Time’ campaign, launching the bank’s first illustrative social series that broke engagement records, and developing the creative vision for Noteworthy, a storytelling platform that marked an industry first in fintech.

And I’ve collected a few awards along the way.

Portfolio

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    Tech

    Starling | Google | Tech Will Save Us

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    Lifestyle

    Casio | Bentley | Timberland

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    Travel

    The National Trust | Visit California | Expedia

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    Women's Sport & Wellness

    Arsenal | Rapha | Glorious Sport

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  • Editorial

    Stylist | Refinery 29 | Conde Nast Traveller

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Other stuff

I grew a women’s network from 1 to 1000+ just for fun, including the launch of Starling’s first mentorship scheme. #WithWomen turned into a beautiful beast.

My first job was landing media coverage for obscure Welsh clients. Ask me about bog snorkelling or the Elvis impersonator festival.

Once upon a time I was a travel writer. I covered the bizarre (building a bamboo bike) to the super lux (a 4-day hotel review in Sri Lanka) to the life-affirming (interviewing Picasso’s muse).

And I have by-lines in some of your favourite magazines of yore. Remember Vice? Refinery29?

  • “Annabel was a real find for me. She has worked on a couple of my key clients and she just gets the brief first time. She also takes the time to grasp a real understanding of the industry."

    Hannah Wright, Account Director, Harvest Digital

  • "Annabel is an invaluable partner. Her writing is top quality, she’s dependable, detail driven and brings a wealth of experience to the table. I couldn’t recommend her highly enough.”

    Andy Whiteside, Founder, Gifted Communications

  • “It’s rare to find someone who you can implicitly trust to handle everything you throw at them, and do it with such flair and style. You’ll want to hold onto this one.”

    Salma El-Wardany, Founder, Digitally Human