Freelance Copywriting London

  • Without words, how can you think?

    It’s vital your brand communicates in the most powerful, inspiring and engaging way. Whatever your brand story, your copy must tell it in a way that helps people make an informed decision about buying your product or service.

    Great copywriting can simplify and clarify your story, whilst persuading people to act. Your copy must be rooted in a clear and consistent tone of voice that is at the heart of your brand. 

    These are the words you’re looking for

    As a freelance copywriter in London, I’ve written millions of words to tell brand stories for start-ups to multinational brands and every kind of business in between.

    My skills sit at the sweet spot where brand consultancy and communications meet – I understand what makes brands tick and how to translate that into compelling messaging and copy.

    Whether you’re looking for imaginative, inspiring ad copy, a clear call to action, websites that people actually read or commercials and brand videos that bring your brand to life succinctly and dynamically, I can help. I’ve written everything from billboards to terms and conditions, digital campaigns to TV commercials and packaging copy to print ads.

    The specialist–generalist

    I’ve worked with clients across many different sectors from luxury automotive to charities. I’m agile, able to move from writing about luxury yachts to biscuits to anti-money laundering software with ease.

    So if you can’t see a competitor or your sector in my client list, let’s chat anyway. I’m a good listener and quick to understand different sectors, brands and products. As a result, I can bring an objective eye to your brand and help create more compelling and effective copy and communications. 

    Broad experience, deep expertise

    Working across every medium from brief to concept and execution, I’m known for my strong storytelling skills and big idea-driven integrated campaigns that offer a real return on imagination. I can also help you plan your messaging strategy, at a brand or product level.

    At the heart of this is a strong track-record as a freelance copywriter in London, head of copy, head of verbal identity and creative director working in agencies and directly with my own clients.

    If you’d like to find out more about how we can work together on your copywriting project, let’s talk.

  • Brand writing projects

    Writing and concepts for ad campaigns, model naming, coffee table books, website and brochures. Also wrote Bentley’s full HR website.

    “Ed has a deep understanding of brands and, crucially, how they are evolving in the increasingly fragmented marketing landscape. His craft skills are a pleasure to peruse and he writes with confidence and credibility across all modern platforms. From a tweet to a tome, Ed is your man. A pleasure to work with and learn from.”

    Dave Woods, Head of Copy, Keko London

    bentleymotors.com

  • Brochure and website copywriting

     Italian kitchen appliance manufacturer – writing for US and Europe for Bertazzoni and La Germania (sister brand).

    Deep dive, detailed copywriting, creating clear water between series/models – similar to automotive and luxury yacht models.

    View catalogue

    Working with Pentagram.

  • Copywriting for ad concepts, website, eDM, newsletters, brochures

    Includes global launch campaign – TV & Print – for BMW 6 Series, model pages, BMW Finance and BMWi-Series.

    BMW 6 Series launch

  • Copywriting CRM campaigns

    Developed approach and content for CRM campaign to buyers of the new Veron who had paid a deposit but were waiting for the build to start. Given the extended time between order and build commencing, it was important to keep customers engaged and also to prompt them to pay the next instalment on their car.

  • Brand ToV development IRL

    Applying the new ToV and messaging to real content across key elements of the website, search descriptors and social media channels.

    cecilwright.com

  • Applying ToV to collateral

    After defining a more approachable and dynamic tone of voice for the renowned strategic consultancy, I applied this to a series of case studies and boilerplates for the website.

    https://hillandknowlton.com/

  • Tone of Voice application and website

    Working with a team of four writers, I oversaw the copy development for the brand’s new website. This included brand philosophy, models and specifications. I also wrote various sections myself.

  • Writing for video, presentations and promotional material

    Creating explainer videos and presentations for different divisions within the organisation.

    I also scripted the launch film for the brand’s new Purpose, showcasing their approach and showing how it reflected their work around the world.

  • Copywriting and concept for brand messaging and film

    Working with the team at Morgan, I developed a messaging structure, expressed in a brand film script. This set the brand in context of its history and it’s forward–looking approach.

    https://tinyurl.com/MorganTime

    "Morgan is a traditional company with a long history, so we called on an expert from outside the company to help define our messaging in a clear and engaging way. Ed was that expert. His approach to immersing himself in Morgan was spot on. He totally understood us from the start and helped us define a structured message and a film script that had a profound effect. I look forward to working with him again."

     Matt Jennings

    Videographer/Media Designer, Morgan Motor Company

  • Website, video and brand writing

    Start-up anti-money laundering software developer. I helped them articulate their brand positioning, personality and ToV. Building on the central idea of ‘Intelligent Compliance”, I then applied the tone of voice to the website copy, explainer videos and built an approach to content strategy.

    https://www.napier.ai/

    “We bought Ed in to help us redefine our brand position and align our messaging with the new brand. He's helped us cut through the noise and really pin down what is important to us.”

    Julian Dixon, CEO

  • Purpose Statement & Strapline Development for Nesta, the Innovation Foundation.

    Developed a new articulation of the brand purpose and then created external-facing strapline that captured this in a compelling way: Bold Ideas Change Lives.

    https://www.nesta.org.uk/

    "Ed helped us turn a lot of research and insight about our organisation into a simple, meaningful narrative. Asking challenging questions and bringing an outsider's view to the table, he cut through the noise and unpicked our DNA. He uses language emotively, and was able to reflect both the big picture and the subtle details, bringing a new energy to our brand. A pleasure to work with and would highly recommend. Thanks Ed!"

    Zosia Poulter, Senior Brand & Design Officer, Nesta

  • Website copywriting for renowned German sound agency

    Working with the founder, I developed copy built on the idea of capturing the sonic soul of your brand.

    This covered all aspects of the business and included case studies demonstrating the importance of sound in communications.

    Novosonic

  • Seasonal campaign copywriting

    Applying the tone of voice to Christmas, spring, summer and autumn campaigns. Creating different iterations skewed to specific audiences.

  • Brand and website copywriting

    6 year on–going relationship with the client. Applying the tone of voice approach to the brand copy. This includes much of the website copy, including about, models, Explorer’s club, World Rally etc. Also contributed. articles and interviews to multiple issues of the Oyster Magazine.

    oysteryachts.com

  • Brand writing across all comms channels, including website

    5 year relationship with the brand, working on new model launches, DM/CRM, email and website. Rewrote the website twice over the period, as well as launches for Ghost, Phantom and EX10.

    I then worked on a pitch with digital agency Zone on a successful pitch for the Rolls-Royce global retail account. My understanding of the brand and UHNWIs helped build a social-led strategy based around an invitation-only club called Hypen.

    rolls–roycemotorcars.com

  • Script writing for IFA Press Conference

    Working with Proud Robinson, I wrote the script for the brand’s annual press conference at the IFA exhibition in 2023, 2024 and I am currently working on the 2025 edition.

    IFA2024

  • Annual report writing

    Writing Ted Baker’s annual report with Falcon Windsor. In-depth process, from concept to complete report (working with specialist team) – I was responsible for the strategic report in 2021 and 2022.

    View reports

  • Website copywriting for German production company

    Working with the founder to create copy and case studies, built on the idea of ‘Return on Imagination’.

    https://timewilltellfilms.com/

If you’d like to learn more about any of these projects, or discuss your own, please do get in touch.