Karl Wright: journalist, editor, copywriter
In 2013, Publicis won the contract for Kaspersky Lab’s lifecycle marketing content. I was part of the pitch team and then became the account lead.
Working closely with Kaspersky’s global marketing director, we created an entirely new portfolio of customer experience (CX) content. Our goal was to cut the clutter, write snappier copy, and focus in every case on a single conversion event.
The O2 Magazine is one of the most important sales tools for O2 retail staff. The company wanted it revamped. As well as a redesign, it needed content that staff could use as a conversation starter, but also articles that would help overcome common barriers to purchase.
And that’s why the Digital Parenting section was born. The editor commissioned me to write a series of articles about common fears parents often express when their children start using mobile phones and tablets to get online. [Read more…]