For two years I was lead copywriter for Glenfiddich Explorers, Glenfiddich's CRM programme.
Our task was simple - to regularly engage with existing Glenfiddich consumers and reach out to new ones. We did this by telling the story of the people behind our brand.
But there was also a lot of day to day heavy lifting to do, too.
The role was split between conceptual work with my art director and long copy writing emails, direct mail, web and brochure copy.
As lead copywriter I regularly wrote long copy including web copy, email copy, blog posts, brochure copy, as well as social media posts. I was also responsible for the output of other copywriters working on the account.
One of our proudest moments was convincing the brand to create an exclusive reward for people who joined our CRM programme, which they could claim when they visited the distillery. I’ve had a dram myself and it’s pretty good.
