Writer | Author | Writing Coach
Nobody reads anything when they’re asleep
So I prefer to create communication where people stay awake so they can buy your product or service.
I started in advertising, creating positioning, single minded messages across multi-media. Agencies included Young & Rubicam, Clemenger BBDO, Ogilvy & Mather and McCann Erickson. Presenting and selling campaigns to CEO’s of major companies from the beginning, built a strong platform of human behavioural understanding.
One of my ads sold a lot of carpet and also happens to be remembered many years on, which I think is an achievement in any media.
Coming to London, I switched to the corporate world. Highlights include four years at Arthur Andersen coaching partners and writing new business presentations, I also wrote speeches and thought leadership for the Managing Partner. Led the rebranding programme in 2000 for which I received a 40% pay rise out of season.
One of my favourite jobs…
Hired at Penguin books to mentor young team of eight, reviving latent brand values for the Puffin Book Club. This involved redesigning magazines to appeal to a triple target audience of teachers, kids and parents. I re-segmented the market and also created a new tone of voice that was much more relevant to the new generation of kids.
I also wrote a direct marketing campaign that attracted 3000 new schools in six weeks.
Following this I switched back to internal communications, initially hired to set up an intranet for 22,000 European employees of Mars. My six-month contract became a remit to handle the messaging for another two years when the company went into Turnaround and I was hired by leaders across Europe.
Obviously over the years I’ve handled a range of disparate personalities, a useful attribute besides being able to write thousands of publishable words: I was a ghostwriter for Random House for two years and given work for my ability to deal with ambiguity and write well in a short time.
Other work includes writing about interiors and design for prominent European magazines, editing an architectural lifestyle book for top photographer Mads Mogensen and also writing articles on that subject for magazines include Vogue Living, Elle Italia and more. I also created the tone and language for luxury brand OnlyRoses who recently did the flowers for the Oscars.
Since then I’ve evolved with digital, working for startups, creating blog personas, ghost blogging and working on multiple websites from wireframe through to content.
I solve problems. And I do it fast.
- Able to jump from fast, digital messaging to creating great long copy that sells
- Proven transferable skills applied across sectors from FMCG to Prof Services, Publishing and Architecture.
- Conceptual, creative lateral and able to explore new angles fast
- Easily adapts to new clients/teams and build trust very quickly. Expert at doing so remotely
- A love of learning, happy to fill a particular role or freestyle
Blue and Green Tomorrow | House Berlin | Elle Decor | Vogue Living | Wohnrevue | Belle Magazine | Marie Claire (Australia) | Bo Bedre | Art Service
* A lot of my work in corporates is confidential however I’ ve worked in agencies, for government bodies, NFP’ s, FMCG, Transport, Medical, Health and Wellness, Publishing and Professional Services as well as luxury goods.
Emergency Management Victoria | Robe John Agency | Australian Suicide Prevention Foundation | Healthy Planet (NFP, UK) | Adopt a Better Way (NFP, UK) | Random House (UK) | Penguin (UK) | Andersen (UK) | Mars Europe | Mads Mogensen
"Anyone can write, but not everyone can write well. Lena writes exceptionally well..." - Simon Leadbetter | "She is not just a writer but an excellent strategist who instinctively knows where the market opportunities are." Francesca Polini