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Copywriting Belfast: Some Brief Case Studies

Here's a very quick look at the way I work closely with businesses to help them with a particular marketing campaign or - more often - contribute to the long-term success of their brand.

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Danske Bank

TV, Radio, Outdoor, Brochures - and managing a certain major name change too.


Paschal O'Hare Solicitors

Transforming the look and language of Northern Ireland's most-rated solicitor on Trustpilot.



Helping the company with well-judged messaging ahead of Brexit.

Since 2008 I've been working with the team at Danske Bank, producing a huge volume of creative work across TV and marketing campaigns down to tactical video support through testimonials. I've helped the bank's messaging evolve to become more 'now' than 'yesterday', and of course helped them manage the changeover from the well-known Northern Bank brand to the new kid on the block - Danske Bank. 

For over 10 years, I've been helping Patrick O'Hare and his team totally transform their marketing output. The work involves copywriting, creative consulting, radio commercials, and testimonial video production. During this period, Patrick and his colleagues continued to do such excellent work on behalf of their clients that they soon became the most-rated NI solicitor on Trustpilot.

Northern Ireland has a number of world-leading companies and Almac is one of the original large-scale local-but-global operators from its base in Portadown. I've helped their in-house marketing team with some White Papers and, in particular, copywriting for their messaging around the time of Brexit. I also produced corporate videos for both Brexit and for their dynamic exhibition stands at global trade fairs. 

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Pharmacy Futures

Developing a new brand to encourge school leavers to consider Pharmacy as a profession.

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AWARE delivers mental health and well-being programmes into communities, schools, colleges, universities and workplaces.

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Inish Mac Saint

Who wouldn't love to work on a beer brand? We got our chance with Fermanagh's finest ale.

The scope for pharmacy to make a real difference to communities across Northern Ireland has never been greater, with more opportunities on the horizon than ever before. Indeed, over 1,000 new jobs are planned in the coming years. The brief was to tell this exciting story in a way that connects with secondary school pupils and their parents. Between roadshows, videos, webinars, and more - we did just that!

Mental health and well-being are very much to the fore in these post-pandemic years. But not so long ago, it was a subject that was still quite taboo and one not easily broached. The mood around the subject was, to say the least, somewhat dark. However, we took a bold step to brighten the subject up, not least in colour and branding, and a series of outdoor campaigns were developed that challenged the then perception of mental health. For us, it became something loud and bright - not to be hidden away.

A few years ago, it seemed like every second town or village in Northern Ireland had its own microbrewery, serving up a range of ales to whet the lips of local beer connoisseurs. In Fermanagh, the predominant local brew was Inish Mac Saint. The challenge for the brewery was to build a brand story around its product. We delved into its history - and the folklore around that part of the country - to develop a series of engaging yarns that gently added to its increasing fame. 

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