
Portfolio
While I can whomp up a campaign concept as well as the next ex-agency copywriter, most of my work today is long-form: articles, essays, whitepapers, research pieces, and full-length books. I’m fluent in most media – web ads to radio scripts and broadcast video – and can juice up your stuff with my own strategic insights and data models. (Think of me as a discount McKinsey.) Here are a few faves from a looong time in the words biz.
Books & research papers
There’s long form, and there’s really long form. (One client described my core skill as “applying the unifying concept of an ad campaign to the expanded content of a research paper.”) Here are some pieces of 10,000 words plus, where organising principles and content strategy matter as much as the words.
- A 75-page research report on SAF (aviation sector)
- A 100-page type specimen for Google
- My 1,200-page workbook 100 Days, 100 Grand
- The “How to Do . . . ” series of paperbacks
- A white paper for IWMS SaaS Planon
- Whitepaper for AI-driven retail technology
- Engines of Understanding, a white paper with WBS
- Some sci-fi shorts, as Ted Bann (offsite)
- Thriller fiction, as Mark Charteris (offsite)
- Free PDFs of How to do Freelancing and How to do Life (offsite)
- . . . or see my Author’s Page at Amazon (offsite)

Brochures & thinkpieces
Other long-form work spans marketing collateral, industry reports, and other research documents including some academic collaborations. For many I created the explanatory models and research methodology too (I’m a trained statistician) although much of that is P&C.
- Where it all began: the Click Click essays
- A positioning paper for an ad agency
- Ebooks for BPM bosses Mavim
- Brochures for France’s Equant
- Inhouse collateral for a content marketer
- My poster on how civilisations rise and fall
- Guest authoring the famous SNS Newsletter
- Thinkpieces for Rant & Rave
- A series of healthcare case studies
- Thought leadership for a metaverse CEO

Advertising campaigns
Nothing like a good ol’ three-button-suit: multiple executions unified by a core concept, born of days scratching out ideas with a Sharpie. (Well, it beats working for a living.) In years with big-bad ad agencies I wrote over 200 international campaigns; here are a few that’ve rolled off my A3 pad down the decades.
- A fun spoof on ChatGPT
- IBM e-business Asia campaign concept
- Posters for the Chelsea Arts Club
- A bit of fun for Burger King
- A funny server campaign for ASEAN
- A less funny server campaign for ASEAN
- Fun stuff for luxurymaker ST Dupont
- Equant launch postcards DM
- A bit of ancient history for Lotus
- An Iomega concept that never was

Audiovisual scripts
I’ve scripted my share of video and audio for both broadcast and YouTube, and had a lot of fun doing it. Spoken narrative, talking heads, animatics and storyboards; I’ve even done a few radio voiceovers. But to the annoyance of ADs everywhere I’m overly fond of adding camera directions. (Some links go to YouTube.)
- IBM Olympics radio scripts for Asia
- A 2min infomercial for 100 Days, 100 Grand (offsite)
- A marketing spot for Mavim in the Netherlands (offsite)

Sites & web content
The more complex the technology, the simpler its value proposition has to be on the web. Which means vivid language, snappy sentences, and exceptional collaboration between writer and designer; even the most responsive template needs a wordcount. I’ve developed thousands of pieces of web content, including articles, blogs, landing pages, and whole sites.
- AI pieces for a content creation platform
- Blogs for an entity resolution platform
- The site for Nomura’s Komainu
- Site copy for an AI-driven Customer Data Platform
- Web pages for payments innovator Mollie
- A travel site that won 500,000 views (offsite)
- Landing pages for Mavim
- Thoughtful blogs for web agency Purr
- Links to work for an LTE/5G provider
- Espresso Stories, a 2,500 member fiction site
- Web work for a European MSP
- Tech blogs for Brazil’s Expereo
- Snippets for fintech API provider Form3
- Web articles for Dutch MSP Getronics
- Blogs for an AI-driven procurement SaaS
- Odd bits for cultural consultancy Gapingvoid
- Articles on LinkedIn (offsite)
- Sales copy for the 100 Days Plus Pack (offsite)
- My essays on Medium (offsite)

I offer native British and American English plus ASEAN variants; style guides include AP, Chicago, FT, Economist, or of course your own. (NOTE: a lot of my “big thinking” analysis stuff can’t be shared openly; if you want consultancy-style outputs without a consultancy-sized budget, contact me to talk over some ideas.) If the above gives you a tingle, let’s talk.
Based: London, United Kingdom
Phone / WhatsApp: +44 (0)7876 635340
Email: contact Chris
Facebook / LinkedIn / Twitter / Amazon