Caroline Gibson - Freelance copywriter/content writer
Showcase
Here are some examples of my work. You might also like to see the creative awards I’ve won.
Allergan
Allergan, the makers of Botox, launched three premium non-surgical beauty treatments into the European medical aesthetics market. Created verbal identity and wrote literature aimed at both the healthcare professional and consumer.
Barclays Bank
Caroline worked on Barclays Bank over a period of five years, on financial products including mortgages, savings, loans and pensions. She provided creative and insightful through-the-line campaigns to high standards. Caroline is an excellent writer and uniquely capable of writing long copy for a product brochure as well as short, snappy lines for posters and well-crafted executions for cinema commercials. She is reliable, intelligent, and has a solid understanding of how brands work.
Jo Garvin, ex-Marketing Department, Barclays Bank
BT
Thanks v v much for all your help with the brochures - we have had lots of great feedback about how clear they are, and how they really help us to pitch our story.
Kate Gee, Head of Campaigns, BT Retail
Charles Tyrwhitt
We worked closely with Caroline for a year, up until appointing a full-service agency. She has written copy for our brochures, website and e-letters, to tight deadlines and with frequent last-minute requests. Although working off-site, she has been a very important member of the team.
Caroline understands the demands of the retail industry perfectly, and has captured the tone of voice of our brand in a distinctive and engaging way. She always delivered and her approach was as enthusiastic at the end as at the beginning.I have no hesitation in thoroughly recommending her.
Nick Wheeler, CEO and founder of Charles Tyrwhitt
Depaul Trust
Thanks for everything you have done for us; we think you have a magic wand with words!
Lisa Short, Community Fundraising & Communications Assistant
Domarn Group
Following a rebranding, this London design and creative services company wanted to create a distinct feel for their new website and brochure, using a strong copy style and tone of voice.
John Lewis
Caroline worked on re-writing a short statement and a customer leaflet for our pricing policy - Never Knowingly Undersold. We wanted to give our customers a clear and concise message in simple language. Caroline was easy to work with and grasped a complex topic quickly. The text she provided gave us an excellent starting point and we had new literature in three of our stores as a trial.
Nicky Spurgeon, Project Manager, Pricing Policy
Mica
The mark of a good copywriter is someone who can absorb a brief quickly and identify the tone and key facts before delivering lucid, informed copy that will engage. Caroline is the true embodiment of this, which is reflected in her ability to give you at least 2-3 possible routes to market, within budget and on time. It is no surprise that her talents have received so many awards within the industry.
Danny Quinlan, Creative Director, DKA
Unicorn School
Caroline was responsible for overhauling not just the copy but also the design of our school prospectus. Her vision was very strong: the move from words and a few pictures to pictures and a few words is powerful and, I think, will transform school marketing generally! It’s a superb prospectus - thank you!
Roberta Linehan, Headmistress
Zahid Group
I asked Caroline to work with me in writing the corporate brochure for the Zahid Group, which consists of 16 companies and divisions with diverse business interests. We had to work through a myriad of different write ups submitted by the business units heads, some of which were no more than three simple lines; others a bullet-point format, and others intended for the Sunday newspapers! We wanted to make the write-ups coherent, exciting to read and concise, using a single format and language. Caroline’s immense experience and skill came in very handy, and for that I am appreciative.
Amr Khashoggi, VP Corporate Affairs, Zahid Group, Saudi Arabia