phil dudman—copy portfolio
words at work copy by
phil dudman
www.phildudman.co.uk 1
Page turners
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Click the bold yellow text to go‌
1 Me, myself & I
6 Long copy
11 Writing the rules
a little introduction
features, reviews and advertorial
the first part of the fun
2 Brief encounters
7 Funny words
12 Business time
words on every platform
characters, columns and witty wordplay
customer copy and pitch-perfect press releases
3 Brand designs
8 Serious words
13 Interviews
brands and clients I have worked with
understanding the right tone
big personalities and conversation all-stars
4 Edit mode
9.1 & 9.2 Digitalism
14 Take their words for it
editing, subbing and managing others
online, app and social media content
before you take mine
5 Short copy
10 Product copy
14 Contact
straplines, captions and bite-sized content
on, in and outside the box
get in touch
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Me, myself & I
Hello, I’m Phil Dudman—a versatile, innovative copywriter and journalist creating catchy, customised content. From Monopoly, Mixmag and MasterCard to The Big Issue, Star Wars and Ginsters, I bring big ideas to the table and deliver engaging copy to each brief with originality, identity and style. Having built unique, multi-industry expertise across gaming, music, brand writing, promotion, DJing and event management, I draw on my experience to engage with diverse audiences and consumers on the page, on products and online. So whether you need someone to deliver straplines, editing, interviews, features, or simply great stories, just turn the page and click through a whole world of good reasons to say hello.
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Brief encounters
words on every platform
I love turning creative briefs into cracking copy across all sorts of platforms‌
on the
page
on
products
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online
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Brand designs
brands and clients I have worked with
Concept development & product copy
Journalism, features & editorial
Brand writing, agency campaigns, press releases, broadcast & events
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Edit mode
editing, subbing and managing others
I have worked with Mixmag, ‘the world’s biggest dance music and club culture magazine’ for almost 10 years, cutting my teeth as a music journalist, before promotion to Clubs & Live Music Editor. I edited the club and live reviews, commissioning writers and photographers to cover the best dance music events around the world. It has been a huge thrill to find and nurture new writing talent and build a network of trusted freelancers.
I managed 12-15 pages, including the club listings (left). This meant growing the promoter database, delivering content across eight regions, writing and editing the ’World-Class Clubbing’ venue profile and subbing everything in InDesign. Click the images to read...
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Short copy
straplines, captions and bite-sized content
Whether shouting loudly from busy shelves or hooking the reader into a story, I like to make a point quickly and creatively. Across headlines, straplines, packaging and cards, I thrive on crafting wordplay, snappy sells and succinct instruction within a limited space. And when it comes to picture captions, I like to find their funny side...
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Long copy
features, reviews and advertorial
From cover stories to advertorial and reviews, I’ve spent years honing my feature-writing skills to bring each subject to life. Thoroughly researched, written to engage and always well structured, I enjoy writing with an observational style intent on making the reader a part of the action. Click the images to read...
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Funny words
characters, columns and witty wordplay
Nothing beats giving the reader a tickle. Whether plying puns on Twitter, creating Hasbro’s adult party games, writing comic columns or scrutinising our cultural quirks—playing with language is what I love to do. Click the images to read...
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Serious words
understanding the right tone
Whatever the brief, getting the tone right is paramount. However, in this instance, an article that should have simply been another lead live review for Mixmag took on deeper significance after the horrific terrorist attacks at the same venue the following night, the Bataclan Theatre in Paris. Trying to sum up a fantastic gig, knowing what transpired 24 hours later, was incredibly difficult. I had professional duties to fulfil: to the musicians I was there to review and then to the magazine’s brief and writing style (always in the present tense, taking the reader along with you). Yet as an editor—and as someone shaken by the attack—I also had a responsibility to properly qualify the review, in hindsight, within the context of the weekend’s tragic events. Emotions run high in these circumstances, as does the tendency for media sensationalism. I knew I had to express myself without falling into such traps: balancing one night of celebration with another of heartfelt loss, solidarity and respect. Click the image to read...
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9.1
Digitalism 1 online, app and social media content I have created clickable copy across the digital domain:
delivering Sonic the Hedgehog’s 20th Anniversary timeline for SEGA curating the ’What’s Your Taste’ Facebook campaign for Ginsters researching the history of Scrabble for scrabble.hasbro.com writing reviews, news and world exclusives on Mixmag.net subbing entire issues of the free Mixmag Global app branding the Festival of Britain with MasterCard running upbeat social media brand campaigns
Click the images for more...
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9.2
Digitalism 2 online, app and social media content We all like a good story. Which is why I was hired as Lightful’s Social Content Producer to create shareable, trend-surfing articles that increase readership, product sign-up and their not-for-profit client base. I used catchy headlines, SEO and striking visual content to create distinctly clickable packages: each addressing genuine social issues and inspiring readers to take positive action through direct links to relevant charities. Harnessing a good story can help a brand take off too. For their launch campaign I helped travel/finance start-up FlightBite build their honest, conversational tone of voice upon a narrative of adventure, where flexibly funding those airfares is just the beginning! Click the images to read...
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Product copy
on, in and outside the box
As a Brand Writer for Hasbro I created copy for their globally renowned, million-selling gaming products—from concept names and straplines, through the rigorous design and development process, consumer testing, legal compliance and translation briefing, to writing the sales copy for retailers. On the pack, on the gameboard, on the cards, in the rules and always on the money, I worked with the product design, marketing, production and graphics teams to make sure copy was fun, clear, concise, age-perfect and on brand—whether for kids, friends and family, or adult party games.
This regularly involved splicing what players of all ages love about phenomenal entertainment licences such as Disney Princess, Yo-kai Watch and Star Wars with gaming greats such as Guess Who, The Game of Life, Operation, Yahtzee and Monopoly, on a mission to deliver the greatest play experiences possible! Click the images to read...
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Writing the rules
the first part of the fun
At Hasbro I ensured their board game rules were clear, functional and an exciting part of the game. I refined the rules throughout the design and development process—at each stage considering how best to balance copy and artwork to interact with different audiences of varying ages. I looked after the aesthetic details too, such as imitating the iconic movie prologue and credits on the Monopoly Star Wars Game Guide (below), using the rules to leap into the experience. But it was with the Adult Party Games team that I enjoyed taking a gamble, suggesting a fresh, tongue-in-cheek style of rule writing that would directly engage this growing, edgier market and instantly set the right tone... A style Hasbro has adopted for its new adult range set to hit stores, dinner parties and pub tables from Autumn 2016. Click the images to read...
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Business time customer copy and pitch-perfect press releases From ‘Priceless’ campaign material for guests of MasterCard to eye-catching articles for Ford Magazine and TFL’s London Loop, I’ve worked with creative teams at a number of London agencies to deliver content for big clients—creating engaging B2C copy within strict brand guidelines and with the perfect tone of voice. And when it came to writing a press release for Kölsch, one of Kompakt’s hottest electronic artists, I enticed educated listeners towards his new album through the strength of his story. Click the images to read...
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Interviews
big personalities and conversation all-stars
Q: What’s the secret to a great interview? A: Get that conversation going! For nearly 10 years, in person or on the phone, in print or on video, I have developed a knack for making my subjects comfortable, establishing trust and asking intelligent, original and well-researched questions. Which is why their answers have been so interesting...
The Prodigy
Sample of interviewees Above & Beyond Andy George Booka Shade Charlie XCX Chuckie Cut Chemist Dizzee Rascal DJ Shadow DJ Yoda Ed Bartlem (Underbelly) Eddie ‘The Eagle’ Edwards
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Fatboy Slim Fenech Soler Flume Foals Friendly Fires Gary Numan Goldie Graeme Park Hot Chip James Zabiela (video) Jamie Jackson (DJ Hero)
Jessie Ware Joris Voorn Kölsch Leftfield Metronomy Nervo Nightmares On Wax Norman Jay MBE Paul Oakenfold Pendulum Pete Tong
Pixies Plan B Rudimental Scuba Simian Mobile Disco Sven Väth The Prodigy (video) The Sugar Hill Gang Tiga Yousef (video) And many more...
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Take their words for it
before you take mine
Douglas Hurcombe Creative Director at Adjust Your Set In the ad/creative industry, we love a category & a pigeonholed role. But the world just doesn't work that way anymore and good thinking doesn't fit into easy categories. Phil is a good thinker. Yes, he can write. Yes, he's creative but a good thinker should be all those things and more. From personal experience, I can wholeheartedly recommend Phil to anyone with a problem to solve who can tell department heads to go hang on their job descriptions. November 4, 2016, Douglas was Phil's client
Duncan JA Dick Editor of Mixmag Phil is an absolutely essential member of the team at Mixmag, notable for his professionalism and creativity, his highly effective management of the clubs section, a broad and ever-expanding skill set that includes design and sub-editing and his excellent writing contributions across the magazine. He has never missed a deadline, is a great representative of the brand and a trusted and highly valued colleague. June 6, 2013, Duncan JA managed Phil at Mixmag
Hannah Smith Head of Publishing at Adjust Your Set Phil goes beyond looking at a brief from a traditional copywriter perspective. He adds considered and creative ideas that have proven to work across both campaign and editorial executions for our clients. Phil is a pleasure to work with! November 2, 2016, Phil’s client
Melissa Harrison Independent Writing & Editing Professional Phil is a great writer with a unique voice and real imaginative flair. He works hard to make his live music/club reviews sound vibrant, and prevent them becoming stale, taking time to notice key details while he's on the job and then describing them well in the review so that the piece comes to life – no mean feat, month after month. He's also turned Mixmag's listings pages around, subbing them single-handedly and under pressure, and making sure that any problems affect the rest of the production process as little as possible – even putting in extra hours when necessary. He's committed and conscientious, and has become a key member of the team. March 10, 2013, Melissa managed Phil at Mixmag
Dan Reeves Head of Agencies and Partnerships at TRUE Africa I hired Phil to write and edit the 2013 Big Issue Festival guide. Not only did he bring this project in on budget and within the time frame set, he also managed to source and interview some of the key figures in this year’s Festival headliners but also leading figures in the last 30 years of music history! June 14, 2013, Dan was Phil's client 17
To find more recommendations, click on my LinkedIn profile
Graeme Mill Filmmaker Phil is a natural and brilliant interviewer. He combines solid, traditional journalistic experience with an insightful understanding of new media. A safe pair of hands and a pleasure to work with. November 17, 2010, Graeme was Phil's client
Dan Massie Managing Director, Electric Light Studios Phil is an excellent chap, we asked him to interview Fenech Soler for a Channel4 4play, he was very well researched, articulate, jovial and did a sterling job all round, would highly recommend. June 6, 2013, Dan was Phil's client
Sharon Hegarty Marketing Director at Sky I hired Phil as a copywriter to work across various comms for Sonic the Hedgehog. He managed to cut through and simplify often difficult copy that had been translated from Japanese to English at the same time tonally pitch the copy right for the relevant audience. I would not hesitate to use Phil again in a similar capacity. September 9, 2011, Sharon was Phil's client
Tracey Small Senior Director Design & Development at Hasbro Phil is a hugely creative and inventive brand writer whose quick wit, pithy style and originality always ensured the highest level of execution for our branded copy on everything from product names and snappy straplines to in-depth and complex game instructions. I would highly recommend Phil. He’s a great team player who always delivers on brief and is highly enthusiastic and passionate about his craft – he would be a fantastic asset to any team! April 11, 2016, Tracey managed Phil indirectly at Hasbro
Alex Reynolds Creative Design Manager at Hasbro During the time Phil and I worked together, I found Phil to be a person with great spirit and passion for the brands he worked on. He pushes the boundaries on what can be done and always goes the extra mile to do the best for the product and the brand. Phil gets stuck into everything he does, whether it be callouts for packaging, straplines, copy for pack or just generally being creative with words. Always bursting with creativity (and humour), Phil is a great copywriter and a true inspiration to work with. March 16, 2016, Alex worked with Phil at Hasbro
Katharine Chapman Design Manager at Hasbro I’ve worked with Phil over the last 2 years and if I had a fraction of his word skills and wit, this would be a far funnier recommendation! Phil has been a vital member of our team when developing new products and game designs. He injects fun and creativity into every situation and even when the pressure is on he’s able to produce a winning strapline or produce just the right content. His passion for his work is infectious, and that, combined with his natural talent, makes him a real asset to any writing team. March 23, 2016, Katharine managed Phil at Hasbro
Lucy Coles Chief Content Officer at Forward Worldwide Phil was our very own minister of fun at Forward, organising staff, client and charity events with great passion and expertise. He brought charm, intelligence and sensitivity to every project. The other string to Phil's bow became editorial work when we realised he was a closet copywriter. I love Phil's writing and feel torn about which facet to recommend the most! March 24, 2015, Lucy managed Phil indirectly at Forward Publishing
Kath Ludlow Partner at Legend Engage Every company needs a Phil. A star who can turn himself to any task, and on whom you come to rely in moments of need. It would be easy to talk here about his events management skills, his can-do attitude, his contribution to our charity work on StreetSmart, and his creative outpourings in brainstorming sessions. But all of this comes second to his writing; he really is the most fantastic writer, turning his hand to anything from long copy and interviews to short, incisive social observations. He's sharp, he's funny, he's on the money. I cannot think of a single feature of his that I haven't enjoyed. November 21, 2010, Kath managed Phil indirectly at Forward Publishing
Lisa Lynch journalist • author • blogger • editorial consultant The true heart and soul of the company, Phil was the go-to guy for quality, imaginative, brilliantly organised events that people will be talking about for years. On a different note, however, I always thought that Phil's true talents lay in his writing skills – his ability to product witty, well-researched, pithy copy well within deadline is matched only by his design proficiency in making that copy sing on page layout. But finally, on a personal note, I have to say that as a supportive, empathetic and down -right fun fella, I always felt lucky to call Phil my colleague. December 2, 2010, Lisa worked with Phil at Forward Publishing
phil dudman—copy portfolio
“Copy that. Over.” phil_dudman@yahoo.co.uk
www.phildudman.co.uk 18