Experience

True, Auckland, NZ

Senior Creative
April 2016 – Present

  • Providing creative concepts for boutique and blue-chip New Zealand brands
  • Collaborating with Head of Planning to research and develop brand and campaign strategy
  • Copywriting and directing creative for digital and integrated campaigns
  • Creating brand guidelines, architecture, values and tone of voice documents
  • Naming of new products and services, tagline creation
  • Presenting concepts, campaign roll-out, consumer-journeys and strategy to client
  • Brand guardianship for Comvita healthcare supplements and Ballance Agri-Nutrients

Clients: Comvita (Manuka honey), Ballance Agri-Nutrients, ANZ, Air New Zealand, KidsCan, Len Lye Centre, Foodstuffs (New World, PAK’nSAVE, Foursquare)

Colenso BBDO, Auckland, NZ

Creative – Senior copywriter
June 2010 – April 2016

  • Providing concepts and creative strategy for top New Zealand brands
  • Copywriting and directing creative for digital and integrated brand campaigns
  • Involved in successful large-scale pitches for blue-chip clients
  • Presenting concepts, campaign roll-out, consumer-journeys and strategy to client

Clients: BNZ, Fonterra, TVNZ, Vodafone, Frucor (Mountain Dew, V Energy Drink, Pepsi, Appletiser, Just Juice), Burger King, Westpac, Nokia, Visa, Air New Zealand, Tip Top, Silver Fern Farms, Tower insurance, Farmers, Sanitarium (Weetbix, Up & Go), Purex, Procter & Gamble (Persil, Comfort), Treasures, Yellow

Brave New World, Auckland, NZ

Head of Copy
February 2010 – April 2010 (3 month contract)

  • Copywriting, editing and proofing, concepting and creative direction for digital and direct marketing
  • Project coordination and studio management. Briefing creatives, art directors and designers
  • Brand positioning, guidelines and guardianship. Writing creative briefs
  • Pitching for new business. Creating proposal documents
  • Major e-commerce website launched with direct and online marketing collateral

Clients: ANZ Bonus Bonds, University of Auckland, What Green Solutions

Wunderman, London, UK

Creative (copywriter)
January 2008 – September 2009

  • Providing concepts and creative strategy for top UK brands
  • Copywriting and directing creative for digital, direct and integrated campaigns
  • Leading brand tone of voice and style for Orange
  • Produced strategy documents to help Ford and Pringles get started with social media
  • Presenting concepts to client and pitching for new business

Clients: Orange (telecoms), Ford, Procter & Gamble Always (femcare), Pringles, Olay, Mazda, Land Rover, Jaguar, Hewlett Packard, Nokia, Microsoft

EHS Brann, London, UK

Creative (copywriter)
February 2007 – January 2008

  • Concepting, writing and directing creative for digital and direct advertising
  • Presenting concepts to client
  • Involved in complete branding of a start-up finance company
  • Helping on pitches for new business

Clients: Barclays Bank, Tesco, NS&I, The Sun and News of the World Newspapers, Sky TV

Saatchi & Saatchi, Auckland, NZ

Junior creative placement (copywriter)
November – December 2006

Clients: Television New Zealand (TVNZ), Westpac

Firehorse Films, Auckland, NZ

Assistant producer
March 2004 – December 2005

  • Website management (copy and content) and international P.R. for animated TV show bro’Town
  • Management of online store, database management and shipping
  • Proposal document writing, shooting and editing proposal videos
  • Script research, budgeting and quoting for corporate videos
  • Contracted out to TVNZ as a Promo producer – editing promo spots for TV

Education

Postgraduate Diploma in Creative Advertising
(Copywriting) with distinction, completed 2006
at Axis AdSchool, Media Design School Auckland, New Zealand

Master of Creative and Performing Arts (Hons)
in Film and Television Directing and Producing, completed 2004
at The University of Auckland, Auckland, New Zealand

Bachelor of Arts
in Film, Television and Media Studies, completed 2002
at The University of Auckland, Auckland, New Zealand

Reference

Nigel Edginton-Vigus, Creative Director, Wunderman
“Rachael’s a great conceptual and strategic thinker, very creative, conscientious, and a superb writer. In fact, I’ve always been impressed by the enormous maturity in her work and ability to write appropriately for different brands. She ‘gets’ tone of voice both quickly and accurately, which is a real skill. Rachael takes constructive criticism very well. And while she takes obvious pride in her work she’s not precious about it, so is always willing to revise and rewrite stuff to achieve perfection. As well as her obvious professional talents, Rachael is also an absolute delight to have around; friendly, kind, funny and laid back. In short, she’s great. And I’d have no hesitation in recommending her to any potential employer who’d undoubtedly find her a huge asset to their company.” June 28, 2009