Where Strategy meets Creativity

I specialise in Brand Strategy, Copywriting, and Ideation. I also work with a trusted team of clever designers, media buyers, web developers and programmers when needed. I'm happy to work with your existing teams too. 

Fearless Services

I'm most often engaged to help with:

  • Brand strategy
  • Positioning or Repositioning a brand
  • Brand story
  • Key messages
  • Marketing plan
  • Conversion-focused Copywriting
  • Website copy
  • Monthly content/blog copywriting 
  • Creative concepts
  • eMail Marketing

Enso Zen

Ensō - Zen circle of togetherness. 

Strategic Services to Level Up

My approach is similar in philosophy to the Japanese Zen arts; when you simplify, you amplify. Simplifying your approach and operation can lead to incredible growth. 

Business Strategy

This is your business’ foundation document. We create a plan, then set out goals and actions to compete in the market.

Brand Strategy

A brand strategy is working out the substance of your brand. It's how a brand builds connection with prospects and customers. It involves various brand elements like purpose, vision, mission, values, brand promise, positioning, character, brand voice, personality, core messages, storytelling, logo, tagline and visual brand identity.

A strong brand is critical for success, as it helps drive awareness and build loyalty.

Without an effective brand strategy, a brand will be weak or forgettable.

Customer Insights

Everything begins with your customer. The more I know about them the better I can help you.

Marketing Strategy

This is your game plan for reaching prospective consumers and turning them into customers. I'll create your value proposition, key brand messaging, data on target customer demographics, and other high-level elements.

As much as you might want to, the goal is not to do business with everybody who needs what you have. Instead, work with people who resonate with your values. 

Strategic Consulting

My focus on strategy is about creating powerful results. My strategic consulting packages will help keep you on track and take advantage of new opportunities in the market.

Company Culture

The highest leverage point to improve business performance is culture. It runs through every level of an organisation, enabling the execution of its strategy, the achievement of its goals, and the fulfilment of its mission.

It develops the verbal and non-verbal messages that members receive about what is valued and how they are expected to behave. These messages come most vividly from leadership behaviours and decisions; they exemplify what people with power -- and those who aspire to have it -- are supposed to do.

Creative Services that Cut Through the Noise

There is a symbiotic dance between the Strategic and Creative disciplines. People always remember how you make them feel. With a good strategic foundation, creativity jumps in to make an impact and stir emotion. 


Having an open mind is the best way to discover new ideas. I enjoy creating potent ideas for ambitious brands.

I first find out what an organisation stands for, how to articulate it, and then help them express that to the world.


I'm a storyteller and words are my weapon of choice. It’s my job to translate your story into compelling brand experiences that capture the hearts and minds of your customers.

Copywriting is the art and science of writing copy (words used on web pages, ads, promotional materials, etc.) that sells your product or service and convinces prospective customers to take action. In many ways, it’s like hiring one salesperson to reach all of your customers. A sales team contacts customers one at a time; a copywriter can reach all of them at once through billboards, magazine ads, sales letters, blog posts, newsletters, emails and more.

Design, content marketing, SEO, and growth hacking are all parts of a complete digital marketing plan, but copywriting is the glue that holds it all together. 

Key Messages

You’re not going to make a connection with your prospects and audience if you’re not speaking the same language. That's because people judge you by the words you use.  

When you communicate from the outside in, you are focussing on features, benefits, facts and figures - but this won’t drive behaviour.

When you communicate from the inside out, messages are born from a deeper connection or purpose, creating customer loyalty and brand affinity.

Brand Development

Similar to humans, every brand has a unique DNA. I enjoy diving deep to discover what makes my clients unique so that I can create memorable experiences and authentic relationships.

I help brands connect with people by inspiring and nurturing the human spirit. In time, bonds are strengthened, like it is with love. Nothing is more powerful.

Your brand is your reputation and your reputation is driven by people’s experience of you. All brands need to be nurtured. Left to grow organically or stagnate, you will quickly be back to where you started. 


Advertising is a marketing communication (tactic) that promotes or sells a product, service or idea. Advertising has three primary objectives: to inform, to persuade, and to remind. Informative Advertising creates awareness of brands, products, services, and ideas. It announces new products and programs and can educate people about the attributes and benefits of new or established products. 

Email Marketing

email marketing is great for building brand awareness, customer loyalty and increasing conversions. It's the most profitable direct marketing channel, generating an average return on investment of $42 for every $1 spent (DMA, 2019). This is why email should be a key pillar of your digital marketing strategy.

Modern email marketing has evolved from a single mass communicator to a focus on segmentation and personalisation. It might be almost 50 years old but in 2019 there were 3.9 billion global email users. Email is only getting bigger.


We enjoyed working with Will, tremendously.

Will quickly understood the market we operate in and the style of communication we wanted to portray. His work was current, well researched and mostly self driven on our behalf, which worked very well. Thank you Will for all you have done for Fifo Capital.

NIGEL THOMSON  //  Global CEO, Fifo Capital (Business Finance)