UK Copywriter, All-Star Anywhere

UK Copywriter, All-Star Anywhere


BFC:  So Fraser, what are you doing on this site?

FB:  I don’t know.  I wrote a bunch of radio scripts for Chuck [Kent]  many years ago.  He was in Chicago,  I was in Amsterdam, and the scripts were for the UK, but it worked.  Fortunately, Chuck appreciates English humor.

My background is as a creative and copywriter in conventional ‘above the line’ advertising in London, Frankfurt, Paris and Amsterdam, with various projects in Poland and the US. I’ve done the biggest things you can do, such as pan-European car launches, for many of the world’s biggest clients.

I’ve been doing websites and digital campaigns since 1996 and I’ve been freelance since 1998. As a freelancer you get an incredibly broad and real time perspective of what clients and agencies are doing because you work across so many sectors and so many media at the same time. In contrast, when you work full time you’re invariably restricted to one or two clients and projects.

BFC:  What have I been working on recently?   [SEE FOR YOURSELF:  VISIT FRASER’S WEBSITE]

FB:  In terms of the bigger corporate stuff the last couple of years have seen a lot of work for AkzoNobel, IBM, Atos, ING, TomTom, PwC REpower, Nike, the European Industrial Insulation Foundation and Cass Business School, among others.

freelance copywriter branding advertising copywriting sample

One particularly interesting recent project was the branding of NLE, a new architectural and urbanism practice for developing cities, led by Kunle Adeyemi. I think we created a really interesting brand – Both the brand and NLE are still finding their feet but I think we’ve put some great brand foundations in place.

I’m very keen to be involved in more branding projects. I’ve worked for countless of the world’s big brands and been on a lot of brand journeys. As such, I think I have a good perspective on what makes works and what doesn’t.

BFC:  How do you compare agencies to working directly with clients?

FB:   Some of my work is through agencies large and small, and some is direct to client. Essentially, most agencies have outrourced creativity and copywriting to freelancers, which is ironic given that creativity is the one thing you’re supposed to go to an agency for.

Indeed, going to an advertising agency these days is rather like going to a hair salon where they have someone to wash your hair, someone to make you a coffee, someone to sweep up your hair, and someone to ask you about your holiday plans – but no one to actually cut your hair.

So, my message to clients is ‘Work with the people who do the work’.







“Fraser doubts that U.S. clients will be calling, save for UK or international needs.  I beg to differ. Of the many freelance copywriters I’ve worked with since launching one of the first virtual agencies, few if any are smarter, funnier (OK, in that British way) or easier to work with.


expertise: advertising concepts, advertising copywriter, web writing, strategic insight, brand creation and direction, comedy writing, editorial, advertorials, product naming, flexibility, common sense, deep communications understanding, corporate films, radio scripts, TV spots,Dutch to English translation, French to English translation, corporate communications, global campaigns, international campaigns, speech writing, event ideas, messaging, twitter and Facebook messaging, eDM campaigns, online campaigns, creativity, humor, press releases, PR ideas

categories: B2C, B2B, financial, healthcare, automotive, education, wellness, sport and leisure, retail, residential real estate, commercial real estate, hi-tech, telecommunications, consumer technology, office technology, industry

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