Lucozade

Agency rules prevent me from saying too much, or posting any examples of work, but I'm really proud of what I've done on Lucozade's new campaigns.

The TV ads were released as events, generating a massive buzz. And with everything pointing online, the digital creative team had to pull out all the stops. We nailed it - from the brand site to social media channels, the work's been a hit with the client and the punters.

Take a look at www.lucozade.com to see what we achieved.

Sky Highlights

Sky Highlights is the weekly e-newsletter that goes out to all 3 million Sky TV customers in the UK and Republic of Ireland. It's their most-seen piece of communication - and since November 2010, I've been responsible for the words.

In keeping with the Sky brand, it's conversational and content-focussed. Recently, the main thrust has been to push Sky Atlantic, a new channel bringing the best US drama to a UK audience. But my copy's covered everything from Louie Spence's dance studio to Melvyn Bragg's arts show. It's a broad church alright.

The newsletter is produced by integrated agency Digital and Direct. I'll post an example as soon as I'm able, but chances are there's one lurking in an inbox near you...

Sky - interactive 'A Fairytale Deal' digital assets

I worked with an art director at Digital and Direct to create various digital assets for Sky's 'A Fairytale Deal' campaign. These included interactive banners, Facebook ASUs - which had huge click-through rates - and email shots.

The campaign was based on the ATL thinking, which repurposed classic fairytales to ship Sky's products in an entertaining, chatty way. We used the Frog Prince to get across the idea that one kiss (or click) would turn your rubbish broadband package into a properly blue-blooded internet and TV bundle.

I'd love to post an examples of the interactive banners - but no can do right now (agency rules...). The important thing is that the digital campaign as a whole drove people to sign up to Sky's products in greater numbers.

Game and Sky - email optimisation

It's not glamorous, but optimising emails delivers demonstrable improvements to open rates and click-throughs. It's a great skill for a copywriter to have.

The best example I can give is from work I did as part of a Digital and Direct pitch to Game, the UK's leading specialist console game retailer. Their emails were in need of some TLC. I used my experience of producing high-volume, effective email campaigns to introduce a 'best practice' guide, covering:

• A personalised subject line
• Preloader copy for smart phones
• Getting a strong headline into email client preview panes
• Positioning the offer so it always sits above the fold
• Personalised body copy
• Integrated social media
• Introducing live text and alt text in case the reader has email images turned off
• Making sure every section presents a clickable call-to-action

We won the pitch - and I'll post the creative when it goes live.

I've also been part of the team responsible for developing new email templates for Sky - whatever message they want to convey, it'll hit your inbox in a pristine, perfectly crafted layout if nothing else.