The work spanned everything from campaign copywriting to CRM and loyalty comms. But underneath all of it was the same question: how do you take a voice that’s served a brand for decades and move it forward? Not abandon it. Evolve it. Warmer without being casual. More human without losing the authority.
The day-to-day work was where the shift happened. Loyalty comms, tier benefits, CRM, Club World magazines – each with its own register, its own emotional temperature.
But the campaign work is where it truly came together. Making people feel like BA was on their side. Playful, human, approachable. Not selling them a seat, but understanding why they needed one. Just witty enough to raise a smile. British wit that never felt forced. Premium without pomposity.
The approach worked across everything. Short-form, long-form, tactical, brand. Even radio – four spots, four destinations, the same warmth in thirty seconds. Make BA sound like a person, not a press release.
The voice I helped develop became part of what would become "A British Original", widely considered one of the most successful brand transformations in UK advertising. A heritage brand that learned to smile.
