Financial copywriting

Asset manager brand positioning and brochure

MA01-financial-services-brochure-copywriting-212x300Mirae Asset is a remarkable Korean financial institution.

Launched at the height of the 1997 Asian financial crises, the company pioneered consumer mutual fund investing in Korea.
Its dominant position in Korea’s retail investment sector has enabled it to rapidly expand at home and overseas. The Hong Kong English copywriter helped the company in many ways, from video scripts to advertising, websites, collaterals and more.

I also coined the Mirae Asset brand positioning line: Building on principles.

The photographs for this Mirae Asset corporate brochure were shot at an airstrip in London during an icy gale. Ohhhhh the hardships the Hong Kong English copywriter will endure for his clients.

The brochure spreads demonstrate how a strong brand slogan can lead to interesting creative possibilities.

The bridge depicted is from a design by Leonardo Da Vinci.
[Read more…]

Business writer for professional certification body

Hong_Kong_Business_writerHong Kong Institute of Certified Public Accountants is the only body authorised by law to register and grant practising certificates to certified public accountants in Hong Kong.

These two print executions were part of a rebranding exercise the Hong Kong copywriter (who specialises in English) helped them develop.

The objective of the campaign was to launch their new brand and highlight their brand DNA – “the success ingredient”. Who needs images when you have strong words? There’s another execution past the fold. [Read more…]

Celebrating 100 years of SCMP

SCMP-Annual-Report-2003The South China Morning Post is Hong Kong’s leading English language newspaper. It’s also one of the most successful publications in the world. This can be seen in the fact it is one of the few able to charge for its web content.

In 2003 the publication celebrated its centenary. To ensure their annual report was truly memorable and captured the spirit of the times, they hired the Hong Kong English copywriter to help out.

I provided headlines and subheads and helped senior executives strike just the right tone when summarising their company for the year, and indeed for the century.