My name's Frances. Not Francis. Which means I spent much of my youth correcting teachers, and then more of my adult life wondering why people don't read email signatures.
Half jokes aside, I've always been curious about language. About how it evolves, how it persuades, and how it enriches people's lives. That's why I spent 5 years studying linguistics. And 5 more years working as a copywriter. I just love me some words.
To support hero videos and campaigns, I've written tons of high performing ads.
From concept to execution — I've worked on newspaper and performance ads, landing pages, emails, and social creatives.
I developed and nurtured the brand tone of voice at Wise — training colleagues and empowering them to write too.
We took out a whole page ad in the Australian Financial Review after a highly publicised political briefing.
At Wise, I spent a lot of time trying to explain FX markups. So with designers, we found more creative ways to bash banks.
Upselling galore. Sometimes I lend a hand to product designers who have four words to promote a feature.
Like Spotify Wrapped with fewer hand on deck, but still a hell of a lot of copy variations. Wise's most successful in app story campaign.