https://adamwelchwriter.com Adam Welch – Writer, Editor and Journalist Sat, 04 Apr 2020 13:57:15 +0000 https://adamwelchwriter.com en https://adamwelchwriter.com/About Sat, 04 Apr 2020 13:20:30 +0000 Adam Welch – Writer, Editor and Journalist https://adamwelchwriter.com/About A copywriter, editor, journalist, content strategist and author based in London. What I do: CopyFinding the right words to help brands stand out and connect with consumers, whether that’s through campaign taglines, video scripts, marketing and social copy, or product descriptions.&nbsp; Tone of voice Creating guidelines for consistent written communications full of personality, adaptable across all media channels and executions.&nbsp; Strategy &amp; editorialPitching, planning, commissioning and creating multimedia content, from short- and long-form written features to thumb-stopping social assets, video, podcasts, panel discussions and more.&nbsp; Clients: Brands: Converse, Mulberry, MR PORTER, Cos, Fiorucci, Giuseppe Zanotti, Canali, Versus Versace, Unilever, Johnnie Walker, Courvoisier. Agencies: David James Associates, MA+ Creative, Spring Studios.&nbsp; See my commercial page for examples.&nbsp; &nbsp;Contact: mradamwelch@gmail.com https://adamwelchwriter.com/commercial Sat, 04 Apr 2020 13:55:49 +0000 Adam Welch – Writer, Editor and Journalist https://adamwelchwriter.com/commercial Copywriting, TOV and content strategy. Converse CX launch <img width="1000" height="1000" width_o="1000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/3fba97967fc9bdf45227559bc401534bc3566eb78aa33e91537b288dd8847929/adam-welch-converse-cx.jpg" data-mid="65736970" border="0" src="https://freight.cargo.site/w/1000/i/3fba97967fc9bdf45227559bc401534bc3566eb78aa33e91537b288dd8847929/adam-welch-converse-cx.jpg" /> New comfort. New movement. Working with Converse’s in-house copy team to define a new personality,&nbsp; tagline and messaging structure for the brand’s new CX range. Adapting the confident, strident tone of Converse’s 1970s advertising to communicate the latest developments in comfort and design technology.&nbsp; Visit brand website &gt; Mulberry Crisis campaign <img width="954" height="954" width_o="954" height_o="954" data-src="https://freight.cargo.site/t/original/i/14f7d3744692011e7998240d78cd558ee9cd955eb1da3a95249465beea04fd19/Screenshot-2020-04-04-at-23.14.42.png" data-mid="65736244" border="0" src="https://freight.cargo.site/w/954/i/14f7d3744692011e7998240d78cd558ee9cd955eb1da3a95249465beea04fd19/Screenshot-2020-04-04-at-23.14.42.png" /> Take Root. Branch Out.&nbsp; A campaign tagline, hashtag and TOV to bring together Mulberry’s reactive social content initiatives during the Covid-19 crisis. Reinterpreting Mulberry’s brand DNA and tree logo into a rousing slogan that’s instructional, inspiring, and appropriate to the circumstances.&nbsp; Visit Mulberry on Instagram &gt;MR PORTER Mr P. launch. <img width="1000" height="1000" width_o="1000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/7b9f6f9b06de3a5b8bbad47d9c6b93695720b04075a3712a1a0b80a7b3fdfc82/adam-welch-mr-p.jpg" data-mid="65737208" border="0" src="https://freight.cargo.site/w/1000/i/7b9f6f9b06de3a5b8bbad47d9c6b93695720b04075a3712a1a0b80a7b3fdfc82/adam-welch-mr-p.jpg" /> Easy Pieces. Sharp Details. Enduring Style.&nbsp; Campaign tagline, manifesto,&nbsp; messaging structure and social strategy for Mr P., the in-house brand from menswear e-tailer. MR PORTER. Read the manifesto &gt; FIORUCCI TOV <img width="1000" height="1000" width_o="1000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/c0598c4005cb3264cbd941d8bee03397839615f308d629c8f2d3d36ca3bc00db/adam-welch-fiorucci.jpg" data-mid="65738248" border="0" src="https://freight.cargo.site/w/1000/i/c0598c4005cb3264cbd941d8bee03397839615f308d629c8f2d3d36ca3bc00db/adam-welch-fiorucci.jpg" /> Fast. Cult. Sexy.&nbsp; A new tone of voice, site copy, lookbook taglines and manifestos and product copy for the legendary New York brand’s relaunch in 2017. Drawing upon Fiorucci’s history of impulsive irreverence to communicate with breathless enthusiasm and a wink in the eye.&nbsp; Read example&nbsp;&gt; Giuseppe ZanottiSite relaunch <img width="600" height="600" width_o="600" height_o="600" data-src="https://freight.cargo.site/t/original/i/cbdc43c3eae8a1106176e928490c5dac23d81c9ef888e1f21fbd90cf435cbd8d/Adam-Welch-GZ.jpg" data-mid="65778385" border="0" src="https://freight.cargo.site/w/600/i/cbdc43c3eae8a1106176e928490c5dac23d81c9ef888e1f21fbd90cf435cbd8d/Adam-Welch-GZ.jpg" /> For the love of shoes.&nbsp; Reinterpreting the passions of the brand’s founder into a distinct, rebellious tone of voice that makes the most of its showstopping pieces. Creating a range of content pieces around the brand’s heritage, history and inspirations.&nbsp; Read example &gt; Canali TOV &amp; Content<img width="1000" height="1000" width_o="1000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/2d831ae387cce702d76988783f8a566a567b56ba4dfe18703c17353d303299a0/adam-welch-canali-2.jpg" data-mid="65779142" border="0" src="https://freight.cargo.site/w/1000/i/2d831ae387cce702d76988783f8a566a567b56ba4dfe18703c17353d303299a0/adam-welch-canali-2.jpg" /> Understated elegance.&nbsp; Working with the historic Italian tailoring house Canali to launch a new, fully editorialised website with a new TOV and content strategy. Creating content franchises including the video series 200 Steps, featuring Barber Osgerby, Toby Stephens, Michael Douglas and more.&nbsp; Visit site &gt; https://adamwelchwriter.com/Journalism Sat, 04 Apr 2020 13:56:35 +0000 Adam Welch – Writer, Editor and Journalist https://adamwelchwriter.com/Journalism Features on men’s fashion, culture and lifestyle. &nbsp; MR PORTER December 2019 <img width="1000" height="1000" width_o="1000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/bbe22ea975894bcac10617139263a2f487683f3bccfa45c8c093d63228f4ab03/w1500_q80.jpg" data-mid="65720712" border="0" src="https://freight.cargo.site/w/1000/i/bbe22ea975894bcac10617139263a2f487683f3bccfa45c8c093d63228f4ab03/w1500_q80.jpg" /> Why No One Can Keep Up with Mr Eric Nam Mr Eric Nam is what you might call a frequent flyer. Indeed, it feels like we might need to invent a new term for the Korean-American singer, songwriter, TV host and businessman, because he seems to be everywhere, all the time. His MR PORTER shoot took place in Seoul, a city where he is known and loved as perhaps the most Western-leaning of K-pop’s current crop of stars. When we interview him a week later over the phone, he’s in Los Angeles, rattling off his 2019 itinerary... Read full story &gt; MR PORTER March 2019 <img width="1000" height="1000" width_o="1000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/dccd44c42f22cae4f621dd79ca848c21313b5bbafd5c8cbf16c9a0ed1c826f01/david-means.jpg" data-mid="65799987" border="0" src="https://freight.cargo.site/w/1000/i/dccd44c42f22cae4f621dd79ca848c21313b5bbafd5c8cbf16c9a0ed1c826f01/david-means.jpg" /> Review: Instructions for a Funeral by David Means Early on in Instructions For A Funeral, the new short story collection by New York State-based author Mr David Means, two words make us realise we’re in for something special. The words are “years later”, and when they first appear, in “Fistfight, Sacramento, August 1950”, they seem innocuous, an incidental piece of character detail about a woman watching a fight between a bratty rich kid and a farm worker. As the story progresses, though, “years later” becomes the axis around which the narrative spins... Read full story &gt; MR PORTERDecember 2018 <img width="1000" height="1000" width_o="1000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/7b5fd486d51929a716263479f23d911e6605b3c0edaf7fdb723d91d69be33c4d/suyong-joh-koomi-kim.jpg" data-mid="65786114" border="0" src="https://freight.cargo.site/w/1000/i/7b5fd486d51929a716263479f23d911e6605b3c0edaf7fdb723d91d69be33c4d/suyong-joh-koomi-kim.jpg" /> Meet the CEO making tech more lovable On the day MR PORTER meets Mr Suyong Joh, the traffic is absolutely terrible. It takes over an hour to drive from Dongdaemun Plaza, where hordes of pink-haired teenagers are gathering for Seoul Fashion Week, to the comparatively calm and utopian environs of Seongnam, a satellite city south of Seoul that was built in the 1990s and, with its clusters of many-window skyscrapers, very much looks it. It’s here, in what’s known as the Pangyo Techno Valley (every forward-thinking city, it seems, now needs to have some sort of Valley), that we finally get to the offices of Kakao, one of South Korea’s most disruptive and successful tech companies, where Mr Joh has served as co-CEO since March 2018... Read full story &gt; MR PORTERAugust 2018 <img width="1000" height="1000" width_o="1000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/0413422718fae774d539d8fc27b570aca486fba2c4fd2d4814e71b52ccd4d914/inis-meian.jpg" data-mid="65720899" border="0" src="https://freight.cargo.site/w/1000/i/0413422718fae774d539d8fc27b570aca486fba2c4fd2d4814e71b52ccd4d914/inis-meian.jpg" /> Inis Meáin, The world’s most remote fashion label You don’t just stumble upon Inis Meáin, the middle-most of the Aran Islands. Located 20km off the west coast of Ireland, and sandwiched in between its neighbours, Inis Mór and Inis Oírr, it’s accessible via a ferry from Ros a’ Mhíl in Co Galway or Doolin in Co Clare (it takes around 45 minutes, depending on where you leave from) or a five-minute flight from Connemara. This latter trip, by the way, is made in perhaps the tiniest passenger plane you are likely to come across, with just enough room for eight passengers (and that’s a bit of a squeeze, to be honest)... Read full story &gt; The Times LuxxDecember 2016 <img width="1000" height="1000" width_o="1000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/604ab81b70a1f6aaebfe9f27cc07690de6c2f8163b983bd3f13015d1eb386456/scream-emoji.jpg" data-mid="65721169" border="0" src="https://freight.cargo.site/w/1000/i/604ab81b70a1f6aaebfe9f27cc07690de6c2f8163b983bd3f13015d1eb386456/scream-emoji.jpg" /> How to be liked Presumably, in some primitive dark age where we weren’t attached by the thumbs to small gimcracks designed by Apple and Samsung, it must have been difficult to know what people thought of you. That slight raise of an eyebrow after you told your favourite story — what did it mean? Approval? Disgust? Arousal? Human beings are so difficult to read. Thank goodness, then, for the emoting system invented by the social media network FriendFeed in 2007, which now exists on pretty much every networking app, from Pinterest to Tumblr, from YouTube to Instagram, in some format or another. Because of this era-defining piece of coding, we’re now in the far more comfortable position of knowing just exactly how much everything we do in the digital world resonates with others. In fact, we can rate ourselves in cold, hard digits. We’re talking here, of course, about the “like” button... Read full story &gt; The Financial TimesAugust 2014 <img width="1000" height="1000" width_o="1000" height_o="1000" data-src="https://freight.cargo.site/t/original/i/af4206a36f06dc7db2cea6246c28ebdc6f6eba4683e76c7c5b5ae2d060f205e3/moschino-brown-chocolate-iced-lolly-mobile-phone-case-product-1-21302732-0-441929320-normal.jpg" data-mid="65785795" border="0" src="https://freight.cargo.site/w/1000/i/af4206a36f06dc7db2cea6246c28ebdc6f6eba4683e76c7c5b5ae2d060f205e3/moschino-brown-chocolate-iced-lolly-mobile-phone-case-product-1-21302732-0-441929320-normal.jpg" /> The fashion case for mobile phone covers. It seems like fashion has found a new star product. But why is it so, well, silly? And what might possess a professional woman ordinarily of sober style and judgment to carry a phone disguised as a googly-eyed frog? Read full story &gt; https://adamwelchwriter.com/contact Sat, 04 Apr 2020 13:57:15 +0000 Adam Welch – Writer, Editor and Journalist https://adamwelchwriter.com/contact contact mradamwelch (at) gmail (dot) com