Meet Graeme.

I’ve worked in marketing for over 12 years, across the public, private, and third sectors – both in agency and in-house roles. Across my career, I’ve really focused on the way that words fit into an overall marketing strategy. I’ve crafted messaging for global events, and helped a national charity drive millions in donations. The idea is always to make sure the words I’m writing are both resonant and effective.

At Ketchup, my role is to take control of our clients’ voices, and make sure they sound right to the people they’re speaking to. There’s a lot of strategic thinking that goes into that, and alignment with branding and marketing goals to make sure we’re all pulling in the same direction.

Great copy fits the moment, and adapts to the latest trends. The recommendations I make come from a position of expertise: it’s pointless using outdated language just because ‘that’s the way we’ve always done it’. A good copywriter moves with the times, and continually reinvents their approach. The aim is always to craft ‘words that work’, whatever the situation.

You’ll catch me playing hockey every Saturday during the winter months. In summer, I love getting out on my road bike. At home, I build and paint miniatures, collect vinyl records and vintage football shirts. With my wife Sarinda, I love to cook, travel, and hike up big hills.