Agency Experience Summary

CampBell Ewald

Words That Win: New Business & Beyond

My time at Campbell Ewald was a perfect example of dynamic agency experience — a whirlwind of writing pitches, social content creation, creative direction, and even a touch of internal activism. As the lead copywriter on the New Business team, I wasn't just crafting words; I was building brands, igniting partnerships, and shaping narratives across a spectrum of responsibilities.

Writing Pitches

My primary focus was fueling sales through new business pitches. This wasn't just about putting pen to paper (or fingers to keyboard); it was about understanding a wide range of clients' needs, their individual markets, their aspirations, and then molding those elements into compelling stories that resonated with the decision makers.

I dove deep into research, collaborating with strategists and other creatives to write winning presentations that showcased the agency's capabilities and, more importantly, our passion for their brand. These efforts resulted in securing exciting partnerships with clients like Buell Motorcycles, Brightside Health, and Hear.com. Each client presented unique challenges and opportunities strengthening my adaptive writing skills and broad language connections.

Copywriting for Brand Growth

My role extended far beyond pitch decks. I became the voice of new clients, crafting compelling copy for everything from social media campaigns to website content. For Buell Motorcycles, this meant capturing the thrill of the open road and the rebellious spirit of the brand. This breadth of work demanded adaptability, creativity, and a deep understanding of each client's specific audience.

Crafting CE’s Narrative

A particularly significant undertaking was leading the charge as the key copywriter and UX writer for Campbell Ewald's rebrand. This involved a comprehensive overhaul of the agency's messaging, culminating in the creation of all website copy.

This wasn't just about clear UI text; it was about crafting a compelling narrative that captured the essence of Campbell Ewald's evolved identity. For the website's hero section, I developed a series of taglines that moved beyond simply stating what the agency does and instead focused on the value they provide. For example, instead of "Full-Service Advertising Agency," we landed on "Your One Stop Shop."

My writing was informed by user research which revealed a disconnect between how the agency perceived itself and how clients perceived it. I addressed this by crafting clearer and more concise value propositions on the homepage and service pages. For example, I rewrote the headline from "Be Smart and Brave" to "Radically Human Brands Win" which resonated more strongly with potential clients.

This new messaging was then infused throughout the site, from the service descriptions to the case studies, creating a cohesive and compelling brand story. I also collaborated closely with the design team, ensuring the microcopy seamlessly integrated with the new visual identity.

Specifically, I rewrote all call-to-action buttons, moving from generic phrases like "Submit" to more action-oriented language like "Learn More Here." This resulted in a 10% increase in click-through rates on those buttons. Furthermore, I focused on optimizing the contact form submission process by providing clear instructions and reducing the number of required fields.

Social Media

I spearheaded the creation and oversight of all copy for social media content, ensuring alignment with diverse client brands such as OnStar, Shamrock Farms, Buell, and I ❤️ NY. This involved developing engaging and impactful messaging tailored to each brand's specific voice and target audience. My responsibilities encompassed crafting compelling posts, managing social media calendars, and collaborating with cross-functional teams to maintain a consistent brand presence across all platforms. I was deeply involved in understanding each client's unique marketing objectives and translating those goals into effective social media strategies. This included crafting everything from short, attention-grabbing captions to longer, more informative posts and stories, all while adhering to brand guidelines and best practices for each platform. My focus was always on maximizing audience engagement and driving measurable results for each client.

Recognizing the importance of leadership visibility, I also managed the CEO's LinkedIn content creation, crafting thought leadership pieces and elevating brand partnerships .

DEI Initiatives

My responsibilities weren't confined to external communications. I also believed in fostering a more inclusive and equitable workplace. Driven by this passion, I took the initiative to lead the LGBTQIA+ Employee Resource Group (ERG), creating a safe space for employees and advocating for policies that promoted diversity and inclusion within the agency.