Great financial copy has to comply fully with increasingly stringent regulations whilst delivering a clear and concise message. My experience can make it happen.
Global investment bank J.P. Morgan engaged me to edit the 100-plus fund commentaries they send to clients each month. This involved ensuring that all commentaries followed a standard format, with key messages highlighted in bold, house style applied in terms of language and punctuation, and all company names correctly rendered (including accents where appropriate). With copy supplied by disparate in-house writers, including non-native English speakers, this was a considerable challenge – especially as the final copy had to be character-perfect not just word-perfect.
Aqua Card is a market-leading credit card for people with compromised credit histories. My challenge was to standardise the full suite of direct mail communications that promote the card and take potential customers through the journey from initial contact to acceptance. Given the target audience, it was vital to keep the language direct and clear, highlight key messages and communicate that failure to repay on time could lead to further problems accessing credit in the future.
Boring Money is a financial brand with a difference. Using direct, colloquial language, it aims to promote investments to people who would never normally think about investing. A campaign of tube cards and press advertising using humorous headlines clearly set the company apart from its peers and raised its profile significantly in a highly competitive market.
You name them, I’ve worked with them:
ABN AMRO, Abbey, Allied Dunbar, AXA, Bank of Ireland, Barclays, BNP Paribas, Bradford & Bingley, Clerical Medical, Conister Trust, Eagle Star, Ernst & Young, Extel, Fairbairn Private Bank, Friends Provident, Grant Thornton, HSBC, KPMG, Legal & General, Lloyds TSB, Merrill Lynch, NatWest, Norwich Union, Portman Building Society, Prudential, Royal Bank of Scotland, Stoy Hayward, Sun Alliance, Woolwich Building Society, Yorkshire Building Society, Zurich International