Peter Algate
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About

Everybody loves an intriguing story. My stories have persuaded people to drive safer cars and fly turboprop aircraft. To up their insurance cover and down a different brand of whisky. To eat chocolate and say ‘Cheese’.

If you want people to take notice, tell them a good story.
Give them something interesting and different to think about.
Simple stories are best.
Simple is easy to understand.
Simple cuts through clutter.
Simple is more memorable.
Make each person feel the story was written just for them.

If you have a business, I can help you develop better relationships with your customers.
Ad, digital and design agencies, I’m the creative back-up and extra brainpower you’re looking for.
I bring clients’ dry presentations to life.
I also write and edit scripts for film and video production companies.
I can write your stories for you.

My track record

Prior to freelancing, I worked with some of the best.

At Grey London I was a Board Director and senior copywriter working on just about everything from airlines to zits. My work helped take Proctor & Gamble’s Lenor, Canon cameras and Oxy spot cream to brand leadership.

While at Ogilvy London I worked on Ford – cars, vans, fleet management and Champions League sponsorship. I also wrote for Dove, Kodak and Lucozade.

At Innocean Worldwide Europe in Frankfurt I created integrated European campaigns for Hyundai and Kia. I also oversaw all copy written in English.

My successes

  • Lenor – grew market share each year for a decade, took it to brand leadership over its main competitor, Comfort.
  • Canon cameras – achieved brand leadership.
  • Oxy spot cream – achieved brand leadership, from 3% to 35% share with minimal budget and award-winning campaign.
  • Zantac – my work contributed to Glaxo’s biggest ever success story.
  • Flybe – pilot recruitment campaign drew 1000 replies, client had anticipated 40.
  • Hampstead and Kilburn Conservative candidate Chris Philp – outdoor campaign raised awareness, contributed to 9.8% swing in his favour which took him to within just 42 votes of beating the incumbent, Glenda Jackson, in the 2010 General Election.

Brands I’ve worked with

Alcohol

  • Bushmills
  • Diageo
  • Dry Blackthorn
  • Greenall’s
  • Bloom
  • Berkeley Square

Automotive

  • Autoglass
  • Chrysler
  • Ford
  • Hyundai
  • Kia
  • Mazda
  • Mercedes-Benz

Charities

  • Astell Foundation
  • Match4martin

Confectionery

  • Maltesers
  • Mars Ice Cream
  • Nestle Matchmakers

Corporate

  • GSK
  • Northrop Grumman
  • R J Reynolds
  • Royal Dutch Shell
  • Serco
  • Souk Advertising
  • YMCA
  • Your Future

Defence

  • Airbus Defence & Space

DIY

  • Dulux
  • Stanley Tools

Education

  • Ocean Maths Project

Environmental

  • Carbon Trust

Fashion

  • Ben Sherman

Financial

  • American Express
  • AXA Investors
  • Barclays Corporate
  • Britannia Building Society
  • HBOS
  • Henderson
  • ING
  • Natwest
  • Norwich Union
  • Pricewaterhouse Coopers

Food & Drink

  • Baxter’s
  • Chilli Chutney Man
  • Horlicks
  • Jacobs
  • Lays Crisps
  • Lucozade
  • Lumpy Mash.com
  • Maltissimo
  • Nestle Dolce Gusto
  • Robinson’s Baby Foods
  • Veatable Veg Bars

Games

  • Pictionary

Healthcare

  • Beechams
  • Contac
  • Derma Active
  • GSK ViiV
  • Johnson & Johnson
  • Oxy
  • Zantac

Horeca

  • Wild Bean Café

Household

  • Bold
  • Fairy
  • Flash
  • Lenor

In The Kitchen

  • Jackle Design
  • Le Creuset

Pet Foods

  • Katkins Chunks
  • Kitekat
  • Nestle Friskies

Photographic

  • Canon
  • Kodak

Politics

  • Hampstead And Kilburn Conservatives

Property

  • Virtual Property World

Public Service

  • GLC
  • West Midlands Development Agency

Publishing

  • BBC Publications
  • Times Online

Retail

  • Lewis’ Stores
  • Selfridges
  • Sainsbury’s

Recruitment

  • Flybe
  • Urecruitme.co.uk

Sport & Leisure

  • Nike

Technology

  • BMJ Informatica
  • Cisco Systems
  • Experian
  • Hewlett- Packard
  • IBM

Telecoms & Broadband

  • British Telecom
  • Cat Mobiles
  • Google Chrome
  • TalkTalk
  • Viakeys
  • Virgin Media
  • Vodafone Europe
  • Yahoo!

Time

  • Timex

Tobacco

  • B&H Dual
  • Camel
  • Domingo Tobacco
  • Dunhill International
  • Hamlet

Toiletries

  • Brylcreem
  • Dove
  • Insignia
  • Macleans
  • Shulton
  • Sure For Men

Travel

  • Emirates
  • First Choice
  • Hotels.com
  • Cottages4you

Utilities

  • British Gas
  • EDF

What clients say

First and foremost Peter is a good thinker who comes up with quality insightful ideas. He grasps the picture quickly, his work is of a consistently high standard and he has never let me down. What’s more, he recognises the high cost of freelance and the value he needs to add to merit the investment. I guess this is what you would expect, but rarely receive, from a grown-up creative. I would recommend him without hesitation.
Kerry Bateman, Managing Director, WARL

Delivers to the brief and more – what a refreshing change. Professional to the core, a good copywriter to have on your side. He has experience of most markets and most channels and can adapt to many different styles. Great ideas and a pleasure to work with.
Sandy Kennedy, Creative Services Professional

Peter brought our internal communications to life, a tough task at the best of times. Employer brand, internal communications – not always the easiest or the most inspiring of briefs. But Peter brought SOUK to life and captured the essence of us perfectly.
Patrick Mills, Managing Partner, SOUK Communication

Consistently prolific and imaginative. Full of enthusiasm, insight and energy. Professional, intelligent, flexible and creative. Asks the questions that make the difference. Peter knows his craft inside out and brings a fresh, lively mind to every new brief.
Paul Vinogradoff, Managing Director, Pajama

Collaborative and thoughtful, suggesting the sort of clear and simple solutions which show how much thought has gone into solving the problem. Produced a huge volume of work in a very short time without ever letting his standards slip for a moment. Consistently produces work we are all really proud of.
Belinda Kent-Lemon, Partner, Occam HR

Peter is a knowledgeable Creative Director working from a competitive business model, a great resource to add to your network. He is also a great guy and generous networker. A must to connect with!
Nigel Whittaker

Peter is an excellent and highly creative copywriter. He has a great knowledge and understanding of creating commercials. His aim is always to add something more to achieve the best results.
Silke Schmidt-Albert, Owner, Guillaume Films GmbH

Contact

Let’s Talk

A simple brochure. Absorbing website content. Direct mail. An email campaign. Press ads. Radio, TV and video scripts. Or a full-blown integrated campaign. Get in touch if you’re looking for that big idea that can change perceptions of your brand and build better relationships with customers.

Peter Algate

Mobile: +44(0)7769 970 109

Email: peter@peteralgate.com

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