Role
Content strategist & long-form copywriter
The Ask
Build a consistent stream of long-form articles for the Advance website that strengthens the agency brand across core marketing goals: drive awareness and leads, differentiate from competitors, nurture existing client relationships, and attract top talent.
ADVANCE: NEWS & INSIGHTS
Select Works
Strategic Insight
Advance’s strongest stories live at the intersection of expertise, culture, and proof. Knowing that people-led content lifts engagement and thought leadership drives clicks, we curate the blog to feel less like “updates” and more like a steady editorial voice that showcases how the agency thinks, works, and leads.
The Approach
Each piece is structured as a scan-friendly editorial feature with a clear narrative spine, a strong lede, quotable moments, and structure that makes insights feel human.
Depending on the story, the format flexes between interviews, event takeaways, and case-style storytelling. All copy is designed to support the wider flow of content across website and social.
Result
A repeatable editorial system that consistently turns internal expertise into click-worthy thought leadership and people-led storytelling, with formats designed to support both on-site depth and social distribution.
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Humphrey Ho, President of Helios Worldwide, shares expert insights on the APAC region that help shape culturally relevant communication for clients in these key markets (read here).
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Following the release of Advance’s latest financial report, Ann-Louise and Camilla reflect on how they have kept the business healthy during their leadership transition and share what lies ahead for Advance (read here).
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These three campaigns let Advancers tell relevant stories and reach audiences in a way that rings true to their brand promise (read here).
Sample articles (see all works here)