4 questions Hook’s next Senior Copywriter needs to answer.
You’re looking for a copywriter who can come up with an idea worth paying attention to, make it work across channels and campaigns, and help a team see the work through.
I’m Cliff McCloe. For 15+ years, I’ve developed concepts, shaped content strategy, and written the words that help people understand something, feel something, or get up and do something. Here’s a look at how I’ve answered those questions.
1) Can they tell a clear story that grabs attention?
From a tennis star’s farewell to a pilot-education tour, I look for the idea that makes a message matter to its audience. Then I work with the team to turn it into something people want to watch, read, or share.
Truckee Tahoe Airport
The airport wanted to send pilot educators on a tour to explain the unique hazards of mountain flying. So we made a country-western music video. You know. Like you do.
-
Turn a cultural moment into a reason to participate.
Babolat
When Li Na retired, I helped develop the content strategy and copy for Babolat’s #LoveLi campaign, giving fans a shared place and a simple way to say goodbye. A digital hub, social participation, and a closing video carried the idea worldwide, earning 120 million impressions in two weeks and a 230% increase in Twitter engagement. -
Show them how a bank goes the extra mile.
Umpqua Bank
How do you show that a bank is serious about customer service? Let its customers tell you. For Umpqua’s quirky “Crazy About You, Serious About Your Money” campaign, we turned real customer reviews into stories that paired the bank’s personal touch with its business products. -
Make a small budget hard to ignore.
Maple Leaf Farms
Maple Leaf Farms wanted to get duck onto high-end restaurant menus. With a small budget and a list of executive chefs, we created personalized puzzles featuring each restaurant’s logo, with one piece missing and a way to get reunited with it. Chefs engaged, and this award-winning direct mail campaign earned a 22% response rate.
2) Can they make a brand sizzle across campaigns and channels?
As my agency’s lead T-Mobile copywriter, I brought the Un-Carrier attitude to hundreds of assets across web, social, video, digital signage, and experiential campaigns.
-
Take the idea beyond the screen.
T-Mobile / LG G4
The LG G4 was a phone you really had to try. So we took it on a cross-country road trip. We developed content strategy, UX, and copy for print, swag, and a social media landing page, helping turn a product launch into an invitation to get hands-on. -
Give the brand a voice that belongs in the feed.
T-Mobile / Social Media
Seattle technology job seekers knew their tech giants, but T-Mobile wasn’t always top of mind. I helped develop the content strategy and wrote a hyperlocal recruiting campaign that used familiar places, local references, and a little T-Mobile attitude to remind people there was another major tech employer in town. -
Guide decision-making at the point of purchase.
Choosing a phone or plan can get overwhelming fast. For T-Mobile’s nationwide digital retail experience, I developed content strategy and copy for device walkthroughs, videos, plan-comparison tools, and service explanations. We organized the information around shoppers’ decisions, making it easier to explore the options and take the next step.
3) Can they lead the work from the first conversation to the final deliverable?
An approved concept is a good start. It still has to get made. As Associate Creative Director at Splainers, I guided clients and creative teams through 100+ explanatory video projects—from discovery and SME interviews to content strategy, scripts, presentations, and delivery.
EchoNous
As an early pioneer in AI-driven ultrasound, EchoNous had to move quickly to educate a wide range of AI-skeptical stakeholders, including doctors, ultrasound educators, and procurement teams, about its first-to-market offering. I led the team’s content strategy and scriptwriting for a dozen marketing and tutorial videos, tailoring the strategy for each audience.