Working With Words And The People Who Write Them
I drew up and implement a single, unifying tone of voice, built upon an economy and precision of writing. This approach, adopting the tabloid model, was wholly in tune with the channel and its content.
Multiple daily updates, coupled with exclusive images and other material, helped draw out the key brands – Coronation Street, GMTV, ITV Football, Millionaire, Pop Idol, I’m A Celebrity, The Bill – and indicate a depth and diversity of content.
During my three-year contract, the number of unique users soared from 10,000 to 3.5 million.