About me
Hello. I'm Michelle. Nice to e-meet you.
OPI cosmetics has a shade of nail polish called Aphrodite's Pink Nightie which is a strong contender for my favourite ever brand writing. Dynamic, innovative copy is my true passion, and I aim to write magic words that bring a smile to the reader's mind.
As copywriter for McCann Bristol I produced right-first-time SEO-rich copy for a broad range of B2B and B2C clients, including Barclays, HSBC, British Airways, Hyperoptic, the Liberal Democrats, and LoveHoney (please note the VERY important comma between the last two brands). I wrote sparkling, conceptual headlines and tasty body copy for digital, print, radio, film, POS, OOH, brochures, activations and more, shifting focus, style, and tone-of-voice at whiplash speed by the day (and often by the hour).
As brand copywriter for Flybe, I was charged with finding intriguing stories about each destination to tempt tourists into paying a visit. As a keen traveller myself, it was genuinely thrilling to deep-dive into distant cities and conjure up key concepts of interest, from watching the mesmeric moon jellyfish at Anglesey sea zoo, to haggling for diamonds in Antwerp's bustling jewellery quarter. Working with the marketing and strategy teams, I was able to translating data into stories that inspired action. I played a key role in multi-channel integrated projects from concept to completion, and helped transform complex client briefs into compelling, creative stories that smashed our goals and sent KPIs sky-rocketing.
Working closely with a broader creative team, I created brand guidelines with consistent and distinctive copy styles for Nationwide, Flybe, Thatchers Cider and Motability. I rebranded The Royal Mint and wrote compelling, dynamic webcopy, brochures, and onsite signage for employees and visitors at The Royal Mint Experience, one of the most popular attractions in South Wales. Strategically, five key business areas were identified - coin collections, gifts, secure storage, investments, and experience. I've created accessible, fluid brand communication guidelines that internal and external employees will use to inspire and engage customers, that are flexible enough to be used across all five pillars.
For Motability, I was briefed to create a brand communication platform to educate and excite their dealerships about the upcoming launch of their new online application system. I wrote a suite of comms for manufacturers, dealership managers, sales and after sales specialists, adapting tone, content and calls-to-action to every distinct audience. Emails were sent to 4000 dealers to drive engagement with online resources, and to get them to book tickets to a business briefing event. I adapted my concepts across promotional materials including an app to use before, during and after the event, a map of exhibition areas, and other collateral such as presentation templates, lanyards, notebooks etc.
I'm particularly skilled at distilling dry data and complex propositions into fluid, highly engaging and well-informed technical long copy for discrete audiences. For N-Avatars I've written comprehensive product description documents that communicate complicated ideas in a top-line, accessible manner for clients, while also defining actionable tasks for the digital development team.
I wrote a charming TV script for Admiral Insurance, a follow up to the brand relaunch film that was aired in spring 2020, which was made by BAFTA-winning animators Studio AKA and voiced by British comedy icons Sally Phillips and Stephen Mangan. I've also scripted brand films for British Airways, IQOS, and Pink Lady apples.
I'm also a best-selling writer and content creator with 30k+ following across all channels. I've just published my first book with Bonnier UK, My Sh*t Therapist and other mental health stories, which smashed into Number One on the Audible charts in April 2020, beating Michelle Obama and JK Rowling to the top spot (better luck next time, ladies). I've also launched a podcast based on the book.
On my portfolio you'll find:
Radio scripts for Flybe
Press and trade ads for Tenderstem broccoli, Thatchers cider, and Pink Lady apples.
Successful OOH brand activation for Bristol Water and Bristol Energy.
Digital campaigns for Pukka Herbs and Flybe.
My all-singing, all-dancing website is here: .org
Let's chat!
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Michelle Thomas
Author, My Sh*t Therapist and other mental health stories, Bonnier Books UK 2019
Instagram @msmthomas (20k followers)
Facebook @healthyhappyhot (7k followers)
Twitter @michelletomos (4k followers)
Linkedin: msmichellethomas
Skills
Advertising, B2B, B2C, Branding, Campaign Planning, Copywriting, Digital Marketing, Email Marketing, Pharma writing, SEO, Social Media, Technical Writing, UX/UI, web copy
Sector Experience
Advertising, Communications, Finance, FMCG, Food & Beverages, Healthcare, Luxury, Pharmaceutical, Sustainability, Travel & Leisure
Clients
Barclays, Baringa, BBC, British Airways, Flybe, Guardian News & Media, HSBC, IQOS, pink lady, PMI, S4C, Thatchers Cider