Rachel Mendel

Conceptual ideation and campaign copywriting from the big idea through to execution; develop tone of voice and brand messaging; lead content and creative strategy. Write across radio, audio, video, print, social, OOH, POS, paid social, websites, blogs/editorial, CRM/email, corporate communications and sales. Translate complex briefs, products and concepts into audience-first, differentiated copy.

Led creative strategy and copywriting across international marketing for events, campaigns, print, retail, social and B2B. Owned positioning, verbal identity and tone of voice for the Climate Hub and related activations, including building distinct sub-brands for B2B audiences and writing multi-iteration website flows. Created copy for major brand awareness and ticketing campaigns across print/audio/digital/email/video and paid/owned social. Owned all marketing copy for the International Edition newspaper, including campaign concepts, landing pages, flyers, emails, print and POS across key regions; produced sales letters, print ads and B2B assets; supported customer comms and CRM messaging overhauls.

Provided creative strategy and copywriting for client campaigns and new business pitches: insight gathering, creative platform and big idea, positioning/messaging and full-funnel copy across assets. Helped transition the agency toward integrated work, winning its first TTL campaign and leading subsequent pitches. Developed lead generation campaign work for Ronald McDonald House Charities, and created social campaigns and brand guidelines for luxury hotel chain ME by Melia. Wrote across video, radio, social, editorial, online, pitch/presentation, print and OOH; produced awards submissions.