Vodafone Business - CJ CUSACK DOT COM

Vodafone Business. The business arm of Vodafone Australia. Owned by TPG Telecom.

Working with the third-largest telecommunications company in Australia will always be one of my most memorable professional experiences.

Responsibilities

As the copywriter for the entire business branch, I responsible for crafting brand messages in a tone of voice that built on the parent company’s underdog image to enable the brand to become a real challenger – one that’s known to work harder than the competition.

I was responsible for all creative copy activities, ideation, reverse-briefing, setting stakeholder expectations, presenting concepts and projects and more. I worked closely with product leads, customer experts, and business affiliates to explore what made the brand valuable to its stakeholders, while ensuring all copy and projects stayed inside the legal requirement for telecommunication promotions. By communicating directly with corporate decision makers and legal experts, I ensured our copy was engaging, legally compliant, and offered a specific type of value to its target audience.

The Result

Bridging the industry requirements of product management and the personal drivers of the audience is never easy – especially in a commodity market. Value has to be earned over time, with repeated contact reinforcing the marketing message. By aligning copy with an overarching brand values, we were able to ensure all business copy we delivered stayed on message, offering value through certainty. Together, these outcomes helped Vodafone Business stave off competitive moves, grow market share, and even win an award or two.