Copywriting Highlights
Besides the primarily cultural work emphasised on this website, I have also long worked as a copywriter (and content writer and editor) in other industries. Below is a selection of mostly more functional texts commissioned by public organisations, brands and private clients – often via agencies. Regrettably, much of my work in this field (particularly B2B content) is not public or is no longer available, i.e. internal communications, branding guides and decks, press releases, programmes, newsletters, and product descriptions.
Read via links below.
Featured article: ‘How Dutch Design Conquers the World’ for Holland.com
While working for copywriting agency EdenFrost, I wrote several commissions for Holland.com, one of the agency’s notable clients during their heyday – as recognised in this case text. Shortly after the GenAI boom, the agency had to lay off almost the entire staff. This overview on Dutch design is still live many years later.
Case study: Sizzer on Heineken
Sizzer, on behalf of the For the Right Reasons agency. Their Heineken case is still the first thing linked on their front page several years later, but I also wrote the cases for their work with Mercedes and Diesel, amongst others. Scroll down on the case page for the full text.
Guide: ‘Make a local impact’ for Amsterdam Conference Bureau
Over the years I have worked for various branches of the Amsterdam & Partners website ‘I amsterdam’ (the marketing agency for the city, serving tourists, locals and expats). In 2024, I worked temporarily as the editor for their Conference Bureau: attracting and informing (potential) event organisers in the city. This was one of several permanent guides I wrote, alongside several newsletters, listicles (e.g. here and here) and a content report about the whole site.
Social media posts: APM Terminals
Case study: Studio Strik for the Ministry of the Interior and Kingdom Relations (BZK)
Having worked for and alongside Studio Strik before (on Plokta festival), I have since worked extensively on their website (currently under construction at time of writing): editing all pages and writing case texts for their projects with a variety of clients. Several of these were cultural (e.g., Digital Canon, Uncode), but others were for public and corporate clients on more technical topics, such as this complex case for developing a ‘Community of Practice’.
Product descriptions: Euroflorist
Another client during my time copywriting with EdenFrost, Euroflorist commissioned us to write product descriptions for all of their several hundred bouquet types. These represent some of the shortform, more directly marketing copy I have written for brands, alongside many texts I wrote on shoes for the now defunct Amsterdam brand B.L.A.H. (through For the Right Reasons). See examples of bouquet descriptions that I wrote here, here and here.
Featured interview: ‘In Others’ Eyes’ with Laura Pannack
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Though it’s closer to the cultural journalistic work collected elsewhere on this website and my feed, I include this featured interview here as an example of longform, in-depth content supporting a brand. In this case, I devoted many hours to interviewing photographer Laura Pannack as flagship content for what was then a new agency, For the Right Reasons. The piece meant to demonstrate the agency’s cultural nous as well as its interest in topical issues – in this case, the influence of social media on Gen Z.
News article: Tommy Hilfiger circular programme for I amsterdam Business
Although I had written and edited for them before and I have many times since, during my copywriting role at EdenFrost I worked on many texts for I amsterdam and the City of Amsterdam. (See this EdenFrost case summarising the extent of this work.) This included copyediting, translating and copywriting text primarily on the Business side of the I amsterdam website, as well as the municipality’s international communications such as a bi-weekly news roundup. This is one example of many news stories I wrote on business developments in the city. See also here and here, as many of the other articles seem to have been lost during migraton to a new CMS.
Blog: ‘Boating NGOs and activism’ for Boats group
Another principal client for EdenFrost was the Boats Group – effectively the owner of numerous eBays for boats – as detailed in this case study. I wrote the article used to exemplify that project: this blog about NGOs and activism on the waters. See also other blogs I wrote: on boating with pets, electricity generation, safety, and easily the most fun, famous boats in movies. And all this without knowing the first thing about boating.