The people behind the words
We’re the people who make things happen with words every single day.
Leader, Writer, Thinker, Reader, Sunrise-walker, Teen-wrangler
If copywriting didn’t exist as a job, Sara would have had to invent it. A natural wordsmith whose first love was marketing and consumer behaviour, her ability to turn complex ideas and dry subject matter into compelling stories is legendary.
She fearlessly leads the team’s crusade against dull copy and jargon, and enjoys helping people find their own written voice – through tone of voice workshops, and hands-on, tailor-made training.
Top writing tip: use ‘you’ more than ‘we’. It will force you to write from your reader’s perspective.
One thing people don’t know… Sara’s first career was as a retail buyer, where she learned to relentlessly anticipate customer needs. Like writing, it was the ideal blend of commercial thinking and creative energy.
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Writer, Chief optimist, Listener, Karaoke-enthusiast, Compulsive snacker
Dannielle enjoys surprising people with the power of words. She understands how important it is to put herself in the reader’s shoes, to craft messages that connect. Interviewing smart and interesting people is a definite job perk, and turning their answers into impactful stories is a fun challenge.
Dannielle isn’t afraid of feedback – she loves it because it gets her writing closer to the gold. And even though the wheels are always turning, she brings a sense of calm and positivity to the studio as our chief optimist.
Top writing tip: Keep it simple. That’s it!
One thing people don’t know… Dannielle is married to her high-school sweetheart! They were set up by mutual friends when she was 16 years old, so they’ve been together over half their lives.
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Counsel, Prioritiser, Coach, Diplomat, Foodie, Non-stop talker
Katrina is all about people. She makes sure our clients’ lives are easier and our Writers can do what they do best. A natural talker, she’ll follow up on every detail to be that all-important link between expectation, expertise and outcome.
You can expect a conversation with substance when you chat with Katrina, because she is always trying to anticipate the needs of others – whether they’re clients or our team.
Top writing tip: Don’t skip the briefing process. A well-thought-out brief will not only help writers nail your project – it will also make you think about aspects you might not have considered before.
One thing people don’t know… Katrina spent her early years on a farm in Central West NSW before moving to the big smoke of Sydney.
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Writer, Talker, Draft Improver, Question Asker, Pizza Eater, Traveller
Alex leans on his journalism background to help share people’s stories through their own words (and some of his own). He likes to have a chat to figure out what really matters – for clients and for readers.
Alex’s can-do attitude keeps us all positive when the deadlines get intense – or the goal posts shift. He’s a collaborator always ready to give a little pep talk and is just as comfortable leading from the front as he is falling in line.
Top writing tip: Just get started. Whether it’s planning or a very rough draft, anything is better than a blank page.
One thing people don’t know… Alex has written dozens of children’s books and covered sporting events around the world, including the Olympics, Rugby World Cup and Commonwealth Games. He’s no stranger to deadlines, that’s for sure.
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Writer, Planner, Traveller, Green juice drinker, Hobby photographer
Curious by nature and open to a fault, Nikola is always ready to learn more. She loves the different journeys her writing briefs take her on every day – keeping her brain ticking as she follows her instinct for a story.
Nikola’s deep empathy makes her a versatile writer. A copy chameleon, she’s able to take on a staggering range of brand voices, subjects and audiences. She’s also not afraid to stare a deadline in the face, roll up her sleeves and get sh*t done.
Top writing tip: Write it like you’d say it.
One thing people don’t know… English is her second language. She was 11 when she came to Australia and started her love-affair with English (and sadly started losing her native tongue, Hungarian).
Connect with Nikola