Sarah Walter

Happy 21st to me.

Without giving away my age, I’ve just figured out that I’ve been in this business for 21 years, 18 of those as a writer.

So now seems the opportune moment to look back and reflect on my advertising life (polite applause, stifled yawns of audience).

How things have changed. When, fresh out of nappies and Award School, I got my first real job as a writer, I constantly strove to create the wackiest, wankiest, award-winningest ideas possible. And I did. In full-time gigs at JWT and then DDB, I worked on loads of blue-chip clients and picked up a few gongs along the way.

Nowadays, after eight years as a freelancer working across all kinds of disciplines and industries, I like to think I’ve matured somewhat. I prefer to create problem-solving, product-selling, business-winning, donation-enticing, compelling, thought-provoking, downright likeable ideas. Big ideas that go far beyond the brief and build businesses. These days, I think relevance and resonance is more important than nuttiness, and that humour, warmth and charm are always relevant.

I guess you could say I’ve come of age.

However, 21 years later, one thing hasn’t changed. Nothing beats the excitement, the butterflies in the stomach, the rising elation of cracking an idea. The right idea. Or the thrill of finishing a piece of copy and know it’s crafted as lovingly and perfectly as possible.

So if you need a writer who has loads of experience, combined with the exuberant enthusiasm of a 21 year old, call me.

After 18 years as a writer, I can, and have, put together words for just about anything: websites, brochures, ads, billboards, radio, TV, product names and labels. I’ve written short copy, long copy, nutty copy, compelling copy, hard-selling copy, you name it. 

But my special love is words for brands. That is: coming up with brand names and taglines, writing brand stories and ideally, creating some great ads to help sell those great brands. And I can throw in a few words about strategy for good measure.

My natural style is quite friendly and, well, kind of chatty. However, if you download my pdf, you’ll see that I can master pretty much any style: from proud, macho copy aimed at Japanese males, to chatty, tongue-in-cheek copy targeted at women, right through to compelling and real copy for several charities.

Waiwera “Wobbly” magazine ad

Part of a slightly irreverent, tongue-in-cheek campaign for Waiwera Mineral Water, which included magazine, TV, long-copy coasters and website. Agency: Spawn. 

Little Tear-Aways website

I had great fun coming up with this product name and positioning and working closely with the designer on all elements including packaging, magazine ads, website, DM letters and posters. 

Lion Foundation website

To showcase some of the many good causes that The Lion Foundation helps right around New Zealand, I wrote 20 posters, 12 press ads, coasters, website, sales collateral & more. Agency: Shine