— Project name
AA tone of voice
Training new starters
During my tenure as AA account lead at OLIVER, I was brand guardian in the agency team. And that meant putting our work under the copy microscope, from making call to actions kick-ass and reviewing subject lines against spam filters, to giving headlines the human touch. But more than anything I ensured that we always wrote in the AA tone of voice and made the complex worlds of breakdown cover, car insurance and credit cards, sound simple.
I became so immersed in the AA's messaging guidelines that I trained new client and agency starters on them. As well as a brand guardian, I often became an extension of the creative team, penning my own content for emails, award submissions and case studies.