Just under three years after joining Kaspersky, in April 2022 I was promoted to the position of Senior Copywriter – Product Campaigns. In this role I’m continuing to write B2B product campaigns targeting our global audiences, with a particular focus on our high-end Kaspersky Expert Security and mid-market Kaspersky Optimum Security product ranges, together with the company’s industrial cybersecurity solutions and our channel communications. As previously, this involves writing an incredibly diverse range of campaign assets and premium content, often to tight deadlines, the vast majority of which are translated into multiple languages.I’ve also been told that I’m the first (and currently only) copywriter in Kaspersky’s 25-year history to be promoted to senior level – a recognition I’m extremely proud of.

As a member of Kaspersky’s global Product Campaigns team, I’m responsible for researching, writing and developing an extensive range of premium content for use by the company’s in-house country marketing teams and global partner network.This involves everything from complete product launch campaigns (including whitepapers, customer and channel email packs, video and telesales scripts, copy blocks, infographics, web banners, landing pages etc.) to channel marketing communication and enablement, regular product and service updates, case studies, one-off special projects and bespoke content development.

Before my role with Kaspersky, trading as Concept 32 I spent 17 successful and thoroughly enjoyable years as a senior freelance copywriter specialising in challenging B2B projects for hi-tech and innovative global, EMEA and UK businesses.• I successfully delivered well in excess of 1,500 projects including: web content creation, email marketing, channel and customer communications, whitepapers, newsletters, infographics, microsites, case studies and blogs, media releases, speeches, video presentations and voiceovers, surveys and reports, employee communications, technical writing and even book production.• For one of my clients - over an extended period - every $ spent with me added $25 to their EMEA marketing pipeline and delivered $15 in incremental revenue, with one campaign producing a record number of sales leads for the region.• Because I’m extremely efficient at generating compelling content, whatever the brief, my copy generally required very few (if any) text changes – minimising the overhead on clients and/or the personnel involved in content development.The more than 50 clients and brands for which I undertook projects as a freelancer include: ADAM Software, Alfresco, Andrea Adams Trust, Angie Best, ANLP, April-Six, Aston Carter, B2B Marketing, Base One, Bayer, British Gas, CA Technologies, Carole Spiers Group, Cisco, Clearwater Wealth Management, Cogora, CPA Global, Credit Suisse, Dun & Bradstreet, Eastman, Emblema, Elsevier, Emulex, Experian, Fujitsu, Gigamon, HintTech, ignis, Inmarsat, ISMA, iSEEit, JATO Dynamics, Johnson & Johnson, JTF Marketing, Kronos, LifeScan, Macdonald Hotels, Maria Kempinska, Marsh, Media Links, Mercer, NetApp, NETGEAR, Nuance Communications, OnApp, Orange, PayPal, Polycom, Porsche, Randstad, Saab, Silicon Graphics, Skybox, SpecialChem, Strawberry Design, TRIUM, UC4, Venue Solutions, VMware and Vodafone.

When, together with two former colleagues, I left Text 100 and founded The Concept Company, our aim was to produce intelligent, research-based marketing communications. Alongside my role as Chairman and Joint Managing Director, I worked primarily with hi-tech clients such as Silicon Graphics, Nortel Networks and several business units of the General Electric Company of America, on B2B, customer-facing and internal communications projects. As just some examples of the depth of my involvement with these clients:• Major projects for SGI included writing and editing case studies, opinion pieces and news updates for the company’s customer magazine and newsletters. After turning freelance I added to this by developing content for a broad range of DM and e-campaigns, videos etc.• For GE Plastics Europe I researched and wrote high-level speeches for several of the company’s senior executives, including two for the CEO; participated in steering committees driving major change initiatives such as Six Sigma; and researched and wrote a range of PR and marketing communications materials.• I also edited, researched, wrote and managed the production of GE Plastics’ pan-European employee newsletter. Published every seven weeks and averaging more than 10,000 words, this involved interviewing, writing and approving articles on behalf of literally hundreds of people throughout the organisation – from the CEO to shop floor workers – the majority of whom were located in the Netherlands.I was also a Director of two sister companies – Concept 20:20 (market research) and Concept 5D (a multimedia company).

Having joined Text 100 as a PR Account Executive, within 18 months I was promoted to Account Manager and Account Director, and appointed a Director of the company. My largest projects during this period were as Account Manager for the UK PR launch of the original Microsoft Windows (so yes I’ve met and chatted with Bill Gates), and Account Director for the PR launch of the Apricot F1 and Apricot Portable. This involved what was then the largest hi-tech PR conference staged in the UK, held at London’s Royal Albert Hall and attended by over 100 journalists. Working with Microsoft also gave me the opportunity to co-author my first book – MSX: An Introduction.My role subsequently evolved to focus on pitching and developing new business, and during my time at Text 100 its turnover increased more than tenfold.