APOSTROPHE / PERSONAL START-UP

In 2011, I spotted a gap in Melbourne’s ad market.

Clients wanted access to senior, highly awarded copywriters, without the lead-time, layers of management and excessive fees that can come with hiring an agency.

Design and digital agencies were also crying out for great writers to use on projects for their own clients – but didn’t want the expense of employing one full time.

In answer to both problems, I co-founded Melbourne’s first copywriting collective, Apostrophe. A way for clients to get the creative they needed, at the fraction of the cost. And a partner for design and digital agencies to collaborate with when they needed words.

Within its first three years, Apostrophe grew to house 12 copywriters, picked up projects for national and international clients – including Garnier, Adidas, Old Spice and Mondelez – and collaborated with some of Australia’s top design, digital, brand and PR agencies.

Website

An innovative, interactive website that tested you with cheeky writing challenges upon entry. Every answer received a fully personalized response. Experience it for yourself here.

Xmas campaign

We wanted to use Xmas to remind clients that we had the words they needed. But we had to do it in a way that was going to cut through the Christmas clutter. So we decided to lead with another big event that was looming in December 2012. The apocalypse.

Our campaign featured words that you might hear when the clock hit 12 on the 11th December.

The posters featured all our favorites, and our mailer invited clients to have their favorite words printed on commemorative merchandise, as a memento of the historical day. 

Awards:

Awwards

The Best Designs