Michael Rosen, Copywriter

MICHAEL ROSEN SENIOR COPYWRITER

Hi! I’m Michael Rosen, an award-winning Senior Copywriter with over 15 years experience working in all media in London and San Francisco. I hope you’ll enjoy looking at a few examples of my work on the following pages. Contact me at [email protected] or by calling 07521 315 617.

These are the agencies I’ve worked for:

San Francisco Cohn & Wells Euro RSCG Foote, Cone & Belding Direct West Kessler Pacific

London Burnett Associates Joshua (Grey Integrated) Sheard Thomson Harris Streets Financial

And some awards my work has won:

British Direct Marketing Awards MIXX Awards Echo Awards John Caples International Finalist Pioneer Awards Professional Fundraising Awards International Fundraising Workshop Awards

And these are some of my clients:

Bank of America Barclays Global Investors (iShares) Blue Shield of California GE San Francisco Zoo Varilux Visa Washington Mutual Bank Wells Fargo Women’s Initiative Working Assets Long Distance YMCA of San Francisco

UK AirMiles Autodesk Barclays Bank, Barclays Stockbrokers Cable & Wireless Greenpeace UK Insight Investment (Royal Bank of Scotland) FTSE London Eye Norwich & Peterborough (S&L) Royal Mail Zurich Bank

rosenwriter@ gmail.com DM, print ads and flyers for the socially-aware telephone company. A percentage of the

bill is forwarded to progressive causes, and the bills double as political newsletters.

Working Assets Long Distance

rosenwriter@ gmail.com

Two print ads from a huge multimedia campaign launching and branding this stockbroking arm of a leading UK bank. The launch coincided with the last stock market bust; much of our messaging addressed this directly.

Insight Investment (part of Royal Bank of Scotland), UK

rosenwriter@ gmail.com iShares are exchange-traded funds, allowing professional and individual investors easy access to

specific markets. For over two years I wrote their emails and online advertising, including static and animated banners, as well as chunks of their website.

iShares, from Barclays Global Investors


For nearly three years, I wrote DM, collateral, ads, banners and more for WaMu’s retail banking, home loans and credit card divisions.

Washington Mutual


As well as writing copy for existing WaMu customers, I helped WaMu to pitch for new credit card affinity partners. These ad concepts are part of a pitch that WaMu made for the proposed Better Homes and Gardens rewards credit card.

Better Homes and Gardens / WaMu


Greenpeace UK was probably my most rewarding client of all. Almost every mailer and ad doubled as a piece of campaign literature. Above are sections of a mailer raising funds and awareness to fight the destructive trade in mahogany.

Greenpeace UK

rosenwriter@ gmail.com Parts of two fundraising mailers. Bottom left and centre raised money for Alzheimer’s Disease

research, with an endorsement from Judi Dench; top and bottom right are part of a pack requesting funds to help isolated elderly people get together with others at Christmas.

Help the Aged, UK

rosenwriter@ gmail.com Women’s Initiative is an admired and successful charity that runs training courses for women

living in poverty, helping them to start and run their own businesses. I had the privilege of writing many of their fundraising pieces and other collateral for more than two years.

Women’s Initiative, San Francisco


Zurich Bank aggressively marketed itself as a more rewarding alternative to Britain’s Big Four high street banks, using ads and mailers like these. I also wrote a number of mailers for its insurance division.

Zurich Bank UK

rosenwriter@ gmail.com Another affinity project for Washington Mutual credit cards: the new Fox Entertainment

Rewards Credit Card. Media included DM and online.

Fox / WaMu


WaMu’s Lexus Pursuits Visa card offered cardholders the chance to earn Lexus rewards, including a new Lexus. Here I positioned the card as the key to your next Lexus, accelerating your ownership dreams.

Lexus Pursuits Visa card / WaMu

rosenwriter@ gmail.com Newsletters, activation DM, cross-sell and more for Wells Fargo’s range of credit card

rewards programs.

Wells Fargo rewards credit cards

rosenwriter@ gmail.com This work won our agency the business for this building society. A dramatic departure in

look and tone, we focused on the benefits of the organization’s proud lack of shareholders.

Norwich & Peterborough, UK (Savings and Loans)


This was fun. Part of an invitation a few years ago to a fundraising dinner for a new $1million “Jungle On Wheels” habitat, designed to make the wild cats feel more comfortable at San Francisco Zoo.

San Francisco Zoo

rosenwriter@ gmail.com Marketing to opticians, the piece on the left was a striking full-page ad, while the right was

a flyer incentivizing Varilux sales, offering entries into a drawing to win a holiday.

Varilux lenses


A postcard mailer for one product and part of a DM pack for another, these are two of a number of projects I wrote for Blue Shield of California.

Blue Shield of California

rosenwriter@ gmail.com I wrote a lot of AutoCAD’s British print ads and collateral a few years ago. AutoCAD are

world leaders in computer-aided design software for architects.

AutoCAD, UK

rosenwriter@ gmail.com London’s most popular tourist attraction, the British Airways London Eye, carries visitors high

above the city. These billboards and online banners, some playing on the name and dodgy reputation of the London Underground transit system, advertised crowd-free ways to travel.

The London Eye, UK


There are plenty of kids who don’t have a chance of taking even a short holiday. This mailer asked for donations to give a child a place at a YMCA summer camp.

YMCA San Francisco


Give me a call at 07521 315 617, or drop me a line anytime at [email protected].

I look forward to hearing from you!

Michael Rosen, Senior Copywriter

Economy & Finance

Michael Rosen, Copywriter