The work
Automotive, financial, charities, construction, entertainment, media, FMCG, retail, tech and travel – just some of the sectors I’ve written for.
Here’s a taste of what I’ve done.
Honda
Honda Europe website refresh. Part of my job was to bring the Honda tone of voice to life online. Working across all product categories (cars, motorcycles, marine, ATV, Lawn and Garden and Industrial ) I worked to bring the required ‘Honda-ness’ to the new European website. This involved creating new content, as well as editing and aligning existing material.
Westfield
I worked on a series of projects for one of the world’s largest shopping centres. This particular task was to write copy for a DM welcome pack for new residents of a luxury development in the E20 postcode, introducing Stratford and Westfield Stratford City.
Gas Safe Register
Concepting and copywriting ad for TV, YouTube pre-roll video, press ad and outdoor. The brief was to make the importance of safe gas work so clear and personal that anyone needing a gas engineer is compelled to check the only official register before booking. We came up with ‘Don’t cut corners on gas’, executed across multiple media platforms.
W11
W11 Construction is one of London’s leading construction companies in the luxury housing sector. The client was looking not for a hard-working transactional website but an online portfolio that communicated the exclusivity and prestige of the company. My challenge as a copywriter was to communicate unparalleled luxury – but with complete subtlety and understatement.
Sony
This was the latest generation of Xperia smartphone that feature for feature eclipsed the latest iPhone model. The creative proposition was centred around the handset’s ability to learn users’ habits and adapt to anticipated needs – getting smarter and more personal every day.
Wootag
Wootag was a new technology that allowed businesses to create videos within which anything is clickable, to take the user directly through to the sales site. I was tasked with developing a personality and voice, writing the guidelines and site content, then developing the web app content.
Adia
Adia is a recruitment business that uses a series of apps to enable employers to work with more agility and candidates to work more flexibly. I helped apply a tone of voice that captured both how the market speaks and how candidates like to be spoken to.
And here’s the full list of brands I’ve helped…
Honda, SEAT, Mazda, Scania, Ferrari, Barclays, Lloyds, NatWest, Alliance and Leicester, London Stock Exchange, Bank of Ireland, UNICEF, Cancer Research UK, Blue Cross, NSPCC, Vue Cinemas, FT.com, Telegraph online, Sainsburys, Budgens, Somerfield, Marks & Spencer, Westfield, Apple, Microsoft, MSN, Sony, Epson, Nikon, Comet, Canon, BT, BTcellnet, Orange, Nokia, Vodafone, O2, Motorola, Palm, Emirates Airlines, Eurostar, Starwood Hotels, South Eastern Rail, Jumeirah Hotels, Hilton Hotels, Npower, Centrica, Gas Safe Register & Royal Mail.
Contact
James McCabe
+44 (0) 77 9291 4037
jammccabe@gmail.com