I have always been curious. 

Questions like “But why?” used to seriously annoy my elders.

“Children should be seen and not heard.” 

But why? 

My younger brother and I lived in different houses for much of our youth. So I’d entertain myself by writing stories and drawing comic books. 

But I liked being around people. And telling them stories and jokes, and watching them lose themselves in their belly aches. 

My grandfather was an Astrologer and Homeopathic doctor. He did my chart when I was very young. Two key things stood out: 

1. You’re going to be married, twice. (I actually told my first serious girlfriend this and she dumped me three weeks later! I'm super-honest, but what a Muppet!)
2. You’re going to be a writer or prime minister.

Clever guy, my Grandad. I am very happy with my second wife. And I’m a writer. It’s a giant pass on being PM. 

I’ve previously been a banker, a private investigator, a media planner/buyer, writer/producer, and a marketing manager. 

I was beyond happy to be accepted into New Zealand’s prestigious Axis AdSchool, where I focused on Copywriting. After graduating, I worked throughout Australasia as a copywriter, brand strategist, and creative director, at advertising agencies including, Saatchi & Saatchi, McCann-Erickson, Ogilvy, and more.

After a while, I was itching to offer a better, customer-focused experience to marketers. So I left a “Dad’s proud of you” salary in March 2002 to start a virtual brand and copywriting consultancy, FEARLESS.

When needed, I tap into a flexible team of expert marketing communications, advertising, design, and technology specialists, who I know and trust to deliver the goods with me. 

I have been a co-founder, investor and advisor in startups including two successful SaaS companies. 

I live in North Yorkshire, UK, with my wife and dog. It’s a good life; the kind that I want others to enjoy.


Vodafone Client

Will is a great team player and motivator, who gets things done. 

Will has an excellent understanding of digital life and has great strategies and ideas for online and offline worlds.

He is a digital specialist but is grounded in the knowledge of all other forms of media. This is really important in the digital age moving forward; as his knowledge and experience allow him to see the wood from the trees.

MIKE WILSON  //  Head of Digital Engagement, Vodafone



I believe in doing work that matters, and:

  • Always asking ‘what if?’ and ‘why?’ questions 
  • Using creativity to solve problems and sell stuff
  • Brand consistency
  • Always improving the customer experience
  • Providing good value and great customer service.

As a catalyst for transformation, the Fearless Mission is to help people and brands realise their vision by transforming them into purpose-driven leaders that operate fearlessly.


IHG client

Will creates Copy You Feel.

Crowne Plaza Auckland worked with Will Roffé on creating copy for our hotel positioning and descriptions to be used on websites and other collateral. We felt well taken care of, with Will guiding us throughout the process. We especially liked Will's ability to work with the senior management team, either face-to-face in focus groups or over the phone to complete the project, which has been smooth. He captured all nuances of our vision and translated it onto paper during the given time frame. We were so impressed we then engaged Will to work with our Holiday Inn properties in Auckland and Rotorua.

FRANCK HESSE  //  Area Director of Sales & Marketing, InterContinental Hotel Group


Fearless Kiwi Limited is registered in England and Wales. Company number 13614130. Registered office: Amelia House, Crescent Road, Worthing, West Sussex, BN11 1RL.