Matthew LukeCreative Copywriter

Hello StrangerWelcome to my creative portfolio. When you come to meet me for the first time, there are a few

things you are likely to pick up on. The first thing will probably be my Devonshire accent. The next

thing you might notice is my 1st Class Honours Degree in Creative Writing and undying love for film

and screenwriting. Or perhaps it’ll be my uncanny resemblance to Benedict Cumberbatch – I don’t

see it myself though. People seem to think it’s the cheekbones.

Small talk aside, what you’re probably more interested to know about is my experience with

recruitment marketing agency Stafford Long & Partners. Fresh from my BA and armed with a

personal mentor, I joined this graduate-focused firm as a wide-eyed intern and immediately went on

to explore the mystical world of copywriting. And I haven’t looked back since. Creative campaigns.

Web content. Job listings. Pitches. On that note, I’ll leave you to explore.

Barclays

Barclays was in the middle of launching its brand new Early Careers site and needed some brand

new graduate profiles to go with it. From interviews to final drafts, I produced insightful profiles

that fit the bill nicely.

“I have catch up meetings with my manager almost

every week. I get to tell him not only about what I’m

doing, but also about what I’d like to be doing. And it’s

always a two-sided conversation. I’ve received a lot of

support from everyone. Everyone stops to help me, no

matter how silly my questions may seem.”

Aankhi, Barclays Analyst

Ashurst

To help deliver their next programme for law and non-law students, Ashurst wanted us to create a

campaign that would embed their established EVP and showcase their international platform. By

teaming up with Stafford Long’s art director, two new campaign concepts were born.

Move our minds

‘We want to attract students with the right personal qualities;

those who are open-minded, interested in the world around

them, and able to translate this passion into a clear, incisive

argument. So in this route, we’re asking students to make a

pitch for a cause that’s important to them.’

FCO Services

At FCO Services – a Trading Fund of the Foreign and

Commonwealth Office – whenever a big vacancy

opens up, they need to fill it fast. From slick HTMLs

to gripping headlines to succinct job postings, I

worked with designers to grab the right audiences.

Lead the work, that will lead government

‘FCO Services is trusted to keep information,

assets and people safe all around the world.

Our customers – including HMRC and the

Foreign & Commonwealth Office – look to us

to respond with agility to their ever-changing

security challenges. You’ll help us do even

more.’

Mitsubishi UFJ Financial Group

As one of the top five banks in the world, MUFG wanted two graduate sites to differentiate their

corporate and investment banking firms. I not only wrote the web copy, but went on to produce

the long-form copy for the bank’s new brochure to go along with it.

Discover a better balance in banking

‘Our Summer Internships are more than just a fascinating

insight into MUFG: they’re an opportunity to shape the

foundations of a long, rewarding career within

international finance.’

Hogan Lovells

Global law firm Hogan Lovells asked us to put together a range of graduate

concepts to promote their upcoming campaign – from posters and flyers to

bookmarks and social media headers.

The Support You Need.

Rain or Shine.

This Is The New Dynamic.

‘There’s a subtle difference to

how we work at Hogan Lovells.

Whenever there’s

a challenge, we stick together.

It’s our people

– and their potential as

a team – that makes us

dynamic. So even when the rain

catches you off guard, we’ll

have you covered.’

Diversity Event Sites

As an industry-renowned agency dedicated to diversity, the Stafford

Long team asked me to write the web copy for two of their career

events: AuthentiCity (for LGBT students) and Big City Bright Future

(for aspiring school leavers).

Find your place in the city

‘Many people believe their gender or sexuality can put

them at a disadvantage when looking for jobs. Our aim,

above all, is to help put your mind at rest, open your eyes

to the wide range of options available, and encourage you

to show the world what you’re really capable of.’

Pitch WorkWhile at Stafford Long, my personal mentor regularly assigned

me hypothetical pitch challenges to help develop my creative

abilities. Although speculative,

the work I was given involved real briefs from big

name clients. I worked on them as though they were live

projects and ultimately made them my own.

Here’s what I came up with:

Taylor Wessing

Taylor Wessing, a future-focused law firm, was struggling to distinguish themselves from

their competitors and needed to solve this problem for their new graduate campaign. By

centring on the range of Technology sectors the firm operates in, I created two campaign

routes that would reach out to the practically-minded students they were after.

Taylor Wessing

Advance with us was created to demonstrate that Taylor Wessing, like

their clients, are always evolving. It invites graduates to join a firm

passionate about technology, placing engaging circuit board visuals at the

heart of its branding. The route also involves a high-tech memory game to

encourage direct interaction with the campus stand.

Taylor Wessing

Taglined You Are The Breakthrough, this concept introduces the idea that

graduates will help clients bring technological innovations to life through

the services they’ll provide. Imagery focuses on famous inventions

throughout history to emphasise this, and features an interactive iPad quiz

to engage with students on-campus.

L’Oréal

L’Oréal wanted a change of image. They wanted to show graduates that the

cosmetics industry is global, hugely profitable and not just for females. My

solution? Two campaigns that would engage with everyone and encourage

students to view the beauty industry from a fresh perspective.

L’Oréal

The first route boasts the strapline, Do Something Unexpected. Everything

about the campaign is intended to surprise graduates and shed light on

misconceptions about the beauty industry. It features imagery with

alternative uses and situations for make up products; a social media film in

the style of “Gogglebox”; and a campus event that actively encourages

students to do something unexpected.

L’Oréal

Set The Trend, my second campaign route, explores the concept that at

L’Oréal, you set the standard, you define your own career and you pave the

way for others to follow. Visuals revolve around high-flying graduates

leaving behind colourful trails wherever they go, and the interactive campus

event is promoted through short film made especially for Facebook.

Who you gonna call?

Me. Call me.

Email: maltkd14@live.co.uk

Mobile: 07580783462

LinkedIn: linkedin.com/in/matt-luke-85629686