Belinda Robinson
CONSULTANT / CD . Specialist writer
I always wanted to be a writer, but couldn’t figure out how to make any money from it until I fell into advertising. Through the eighties and most of the nineties I worked in New Zealand ad agencies large and small, loving the work but hating the culture (very blokey back then!).
So, after a frenetic stint as a café owner on Waiheke Island, I went into business as a marketing consultant and copywriter and I haven’t looked back. (Although I did two years as Senior Writer at Unitec New Zealand and a year as Brand Manager at the University of Auckland, learning about CRM, SEO and all the other important acronyms of postmodern marketing.)
I’ve worked on trucks and toothpaste, banks and bakeries, food and fashion, medications and natural health products, wine and waste management, telecommunications and tertiary education, and more. This broad experience means I can get my head around almost any project that comes my way.
Challenges welcome.
Healthcare – advertising and direct marketing to healthcare professionals, and patient education.
Education – advertising, direct marketing, outdoor, web and collateral.
Web – writing, editing and optimising content.
I am passionate about good communication. That means crafting copy that is simple, clear, concise, relevant – and grammatically correct. You won’t find any apostrophes sneaking into plurals or initial capitals forcing themselves onto common nouns in my work! I’m ever mindful that attention spans are getting shorter, and marketing clamour louder. So I strive to engage readers, not bore them with screeds of waffle and corporate jargon. I love the writing process, which is just as well as I do heaps of it. But it’s not about me, it’s about the audience. I write in whatever style is appropriate.
Telecom XT Network
This exciting project required a team of Pond creatives to work closely with the client over a number of weeks in a highly confidential environment. As head of copy, I was responsible for ensuring excellence of communication and consistency of tone across multiple web pages. Our aim was to create a seamless and exhilarating journey for current and prospective Telecom XT Mobile Network customers, from a broad understanding of the benefits of the new 3G network to the online purchase of a new XT mobile phone.
eMark
Hot off the press, this highly interactive website is an initiative of the New Zealand Nutrition Foundation, which aims to steer us towards healthy eating by making food shopping and meal planning really easy and enjoyable.
Unitec New Zealand
As Senior Writer at Unitec New Zealand in 2006, I worked with the Marketing and Communications team to create student recruitment campaigns illustrating our key message: experience real world learning. We produced everything in-house that year, interviewing and photographing selected students and graduates, and telling their stories in print advertising, street posters, brochures, mailers and on the website.