ABOUT | johnmaskellcreative

THE CREATIVE COPYWRITER WHO'S BUILT A BRAND

I really don't know what it is, but I just can't seem to take a decent photo.

Anyway, let me start from the beginning: I was brought up on a farm in Kent, attended a local private school (it was very hot on the arts) and played cricket on weekends. But this country boy wanted more - the big lights of London town were calling. This heaving metropolis was where I wanted to be. Somewhere I could be free to express ideas, to create and make, and meet human beings unlike myself. I was fortunate enough to gain a place at Central Saint Martins College, where I completed a foundation diploma in Art & Design followed by a Ba(Hons) in Graphic Design & Advertising. With a solid portfolio of ideas created in collaboration with a great friend and Art Director, I quite quickly landed a job as a Creative in one of London's leading challenger advertising agencies (iris). I spent a further 10 years (including a most recent and very productive three-year stint at VCCPme) honing my skills as a specialist Copywriter in short and long form copy for brands including: Philips, Volkswagen, Guinness and Compare the Market. I've created brand campaigns, written brand Tone of Voice guidelines, developed brand personas, even starred as the 'chest' - yes, chest - of a brand (funny story).

I left my full-time agency role in 2017, and have been working as a creative. and copy consultant for local brands and businesses, bringing my expertise and experience to help them on their journeys. I also accept freelance projects for advertising and branding agencies. But one of my proudest achievement is growing and shaping a brand that my wife started in 2009. It's called LPOL (Lost Property of London) - designers and makers of responsibly and mindfully crafted leather and upcycled bags. We work from our design studio in East Sussex, with specialist workshops in London and Kent. We operate DTC and B2B sides of the business, and we have built a vibrant community of discerning customers and clients all around the World. We're proud to have an internationally recognised and highly regarded brand, which has been featured in creative and national titles such as Dezeen, Monocle, Inigo, Vogue, The Times, Financial Times, The Guardian, The Telegraph and more.

I feel that my combined experience gives me a unique insight into what a brand needs – or rather, what it doesn't know it needs – when it comes to the creation and development of a brand universe. Every business has an interesting story to tell, even if it thinks it doesn't. So, I see my job as being part investigative journalist, part writer. I love to uncover the truths, and the soul of a brand and its products or services, and then tell that story creatively and strategically. I am fortunate enough to have experience writing film scripts, radio ads and editorial pieces for advertising clients, as well as writing press releases, blogs, articles, product stories, newsletters, and SEO-optimised web copy for start-ups and SMEs. My work experience is nothing but diverse – touching on topics from hard-hitting current and social affairs, to sports, entertainment, music, arts, fashion and financial services.

Ultimately, I believe that great ideas, and great copy are made by an enquiring and perceptive mind that has been free to imagine and experience life, in its many guises. My former advertising tutor once told me that, “You will only become a great creative, once you become interesting. And to be interesting you must go out and see the World and live a life.” How right he was.

I would be delighted to meet with you to more personally discuss my experience and ambitions, and how they can serve your brand or business, so please don’t hesitate to get in touch.

John Maskell Bell

Concept | Copy | Brand