MARK TUNNICLIFFE - CONCEPTS / COPYWRITING
Award-winning creative specialising in campaign concepts, copy and content
- campaign concepts and copy
- brand development
- web copy and digital content - features, blogs, scripts
- corporate products
Mark Tunnicliffe has 20 years' cross-sector experience helping clients to engage audiences, drive action and meet targets. In-house with Oxfam GB (1993-2002), Mark co-produced award-winning marketing campaigns (Precision Marketing Awards, One World Media Awards) and has since freelanced for a wide range of high profile not-for-profits, and many businesses.
Specialising in the big ideas that drive campaigns - and highly experienced in all the other good stuff a copywriter does too - he revels in the power of words, being part of a team, and seeing the whole thing through.
Clients include: Strutt Parker / Mercedes Benz, One Housing Group, Simplecall, Sealogical. Not-for-profits: Greenpeace, Oxfam, UNHCR, Avaaz.org, Green Party, Christian Aid, War on Want, World Development Movement, the DEC Appeal, and Traidcraft.
Recommendations and endorsements - please see link:
Folio examples have been selected to illustrate range of work, and are not arranged by date.
CV Terms of Service
Job: Animated viral for Greenpeace's Arctic Campaign: providing concepts, storyboard, script and finished product in partnership with PGA Branding.
This high-profile public pressure campaign targeted Lego, asking the toy company to cancel its promotional contract with Arctic oil-drillers Shell.
Contrasting the 'innocence' of both childhood and Lego with the polluting practices of the oil giant, the movie featured real interview recordings with children, and was among a number of products commissioned to charm new and existing audiences and generate campaign sign-ups. In its first 2 weeks, the movie received 250,000+ hits. High-profile media coverage of Greenpeace's campaign and sustained pressure from supporters ( over 6 million sign-ups) proved an irresistable force; Lego eventually announced it was dropping Shell, ending a co-branding relationship active since the 1960s - a massive PR coup for the environmental activists.
Job: Concepts for UK-wide 'music in the workplace' fundraising initiative
'Oxjam' is Oxfam's phenomenally successful annual country-wide live music fundraiser. The charity wants to roll out the event to workplaces, adapting activities so that employees (and employers) can easily take part. My brief was to name the event, establish a tone and create copy platforms for the sub-brand, and come up with ideas for staff involvement.
Client: Green Party
Job: Concepts for #ClimateSense, a campaign launched by the Green Party for the 2015 UN Climate Change Conference in Paris.
The Green Party was outraged by UK Government performance on environmental issues and wanted to hold it to account, change policies, and get a good deal on climate change. By mobilising public action, they hoped to increase their profile, influence and credibility on the political stage. My response was to devise a number of 'ways in' to inspire, engage, motivate and enable activist audiences - creating campaign strands for social media, print and national press, including #MyClimateHero (where activists can nominate people they admire) and the meme 'Action is Beautiful.'
Job - concepts for online campaigning organisation: global climate change protests
In September 2014, the online campaigning organisation Avaaz.org took the lead in publicising major climate change protests in NYC, and other cities around the world. Briefed to generate a 'brand' for the protests and concepts for publicity, I worked with PGA to create a new take on a familiar meme, plus off-line creative solutions for the campaign specifically for use on the city's subway system. (A selection is shown here.)
On the big day, breaking all records for climate change protests, over 400,000 people marched and called on world leaders to take stronger action, along with hundreds of thousands of others globally. And two months later, acknowledging the pressure coming up from the streets, world leaders signed a landmark agreement that included new and more ambitious targets for reducing carbon emmissions in the US and China.
Job: B2C Website - brand voice and copy for telecoms company relaunch.
The origianl branding and customer site no longer reflected the company's aspirations, so our task was to develop and roll out a friendlier voice and a new visual idendity. This involved developing a new vocabulary and tone, and a strapline - "Hello Everybody".
Click images for full-screen view
Branding - Naming
Client: Community, Toynbee & Island Homes
Job: Set to become the UK's largest private social housing landlord, a new housing group formed by Community, Toynbee & Island Homes asked for a new name - a key element of their branding campaign. As a copy consultant to Blast, a design and branding agency, I was asked to explore naming options. My suggested solution - 'One', and 'One Housing Group' - provided, it was felt, a flexible and campaignable name that encapsulated the new group’s unity, common values and shared vision.
Job: Web copy for new large vessel managment app.
Sealogical is a new online, cloud-based management system for larger commercial vessels with sizable crews and big admin needs. The company wanted friendly, plain-speaking copy for an audience of experienced, plain-speaking skippers, consistent with the no-nonsense nature of their easy-to use product. (Design by PGA Branding).
Click images for full-screen view
Client: Strutt & Parker / Mercedes Benz
Job: Concept and copy; online sales brochure.
Brooklands - the former aerodrome and racetrack near Weybridge, Surrey, is now prime real estate. Site owners Mercedes Benz commissioned this brochure through their agent, Strutt & Parker, as part of a marketing campaign for 'Velocity' - a new 100,000 sq.ft prestige office complex they've built there. Communicating the motoring / aviation heritage of the site was top of the brief, and we drew heavily on this history of brave derring-do to create associations with bold (business) ventures, pace-setting excellence and outstanding success. (Design - Blast).
Click images for full screen view
Online - Business-to-business sales
Client: BLAST / Longwalk
Job: Online brochure copy for 2 Longwalk, a 48,000 sq ft refurbished office property on behalf of owners / estate managers..
Online - Web features
Business type: Architecture and Interior Design
Job: A group of independent architects, brand consultants, and interior and graphic designers - trading as Amalgam - asked for new feature content to showcase their work. Interviewing the project leaders, I supplied eight short features for their freshly rebranded website. Four are included here.
Print - Sales / Marketing material
Client: BLAST / Strutt & Parker
Business type: Property development
Job: Concept / copy for marketing high-spec refurbished HQ office accommodation.
Asked for a campaign to promote the property, Blast design agency and I delivered 'The Art of Work', a concept playing on the 'blank canvas' opportunity the buildings offered to potential leasers. And rather than produce a brochure, we created a set of 10 boxed A4 cards, printed on high-quality board, comprising a 'limited edition' implying this was a rare chance to secure such well-appointed property. The individual cards, some of which are attached, are shown here against white PDF backgrounds.
Client: World Development Movement
Job: Concept / copy for magazine Insert - donor recruitment.
Sometimes humour helps things along, especially where 'worthiness' is the default. And goats are faintly comical? So, at a time when 'Third World' charities were falling over themselves to get supporters to 'sponsor' a goat (and children) to help poor farmers, the client - who campaigned for policy change rather than 'aid' - was ready to try an irreverent creative for a donor recruitment insert. And while raising a laugh, and a few eyebrows, it generated considerable attention and debate about the issue of sponsorship.
Client: DEC APPEAL - Disasters emergencies Committee
Job: Concepts and copy - Annual Review - The DEC is the world's largest emergency relief coordination organisation. This was the year of the Tsunami and a huge refugee crisis in Darfur, Sudan. The theme, ' a very big year', was not hard to come by. We created graphic timelines across two spreads, delivering bite-sized chunks of commentary on the DEC's activity worldwide. (Design: Paul Gallagher / PGA)
Client: Oxfam GB
Job: Concepts and copy, trade justice campaign materials.
Oxfam's goal as a campaigning organsiation - to end poverty through policy change - depends for success on public support. To drum up this support, Oxfam launches issue campaigns on a rolling basis. The issues are complex, and the main challenge when developing a concept is to engage audiences and provide people with a 'way in' to the issues, then develop their understanding and, crucially, motivate action.
Print - Report - Annual Review - Not-for-Profit
Client: Crossroads Counselling
Job: Concept and copy - annual review for a counselling organisation based in Tower Hamlets.
Serving a socially deprived community and still a fledgling enterprise, Crossroads were at pains to make their availability known. And this message, I felt, was worth spelling out on the review's cover, particularly as the publication was intended as an advertisement, as much as a document for trustees and funders.
Print - Donor Recruitment Mailpack - Not-for-profits
Client: World Development Movement (WDM)
'Job: Concept and copy. The 'Goat concept' extended to a recruitment mailpack for warm prospects, and lent itself to playing on mailpack conventions. So, the 'outer' copy line promises nothing 'special' enclosed whatsoever, then uses a sponsored goat (WDM don't send goats) to make a point about 'why' poor farmers have no goats in the first place.
Print - House Mailpack - Not-for-Profits
Client: Burnetts / UNHCR
Job: Concept and copy - xmas 'house' mailing. It's not easy to break the mould with appeal mailings. And with a broad audience of international givers, this client - the United Nations High Commission for Refugees - was in no mood to try during an annual xmas appeal. They wanted it to have an 'identity' however, and some level of interactivity, too. And our response was the 'Christmas Star Appeal', comprising a letter with first-person stories, expressing both pressing need and herioc achievment; tear-off tokens with 'costings' / donation amounts, and an opportunity to write 'messages of hope' for display at UN offices over the season.
Print - Corporate Brochures - Not-for-profit
Job: Brochure. Corporate marketing materials. Oxfam published its new strategic aims at around the time of a major corporate re-brand. Leading a team of writers (and as art director), I helped to set out and explain the six measures of individuals' wellbeing that Oxfam judged vital to sustainable development - those of 'secure, healthy, skilled, safe, heard and equal.'
Extensive personal testimony, objects from the real world and bold graphics encapsulated the new brand. [See the last PDF here for my creative steer to the team].
Client: The Guardian
Job: Cover piece for Family section
A bit personal, this. But too big a part of my life to leave out. I had a kidney transplant in August 2017, with help from my little brother. This is our story ...