Welcome to my copywriter web site.
Hi, I'm Will Roffé. I'm a copywriter, creative director and strategist; which makes me a hybrid of sorts. I learnt my copywriting craft at Saatchi & Saatchi, after graduating from the industry-run Axis Ad School in 1992. 12 students were accepted that year. At the risk of sounding immodest, competition was freaking fierce.
Since Saatchi's I have worked for a number of ad and direct marketing agencies throughout Australasia, in roles such as copywriter, creative director and executive creative director. I've utilised everything from television to ambient to interactive media to get into the minds of suspecting people. And I'm equally comfortable in a digital or print space. I've been active on the web since 1995. I love it! It's been a great ride so far.
Are you agency or client?
Either or is fine with me. Whilst I have done a lot of copywriting and creative work for ad agencies, I predominantly work directly with clients. This is mainly because I also head my own virtual agency with a team of 12 people. You can see my work here which presents a history of agency and direct work.
Chances are, I know your industry.
Spot the industry I haven't worked on. I have gained a lot of knowledge over the years working on an eclectic range of industry assignments. For a while there I was known as "Mr. Banking", as I have been heavily involved in developing relaunch campaigns for ANZ Bank, Westpac and Kiwi Bank. I have also worked on the National Bank account. As well as banking and finance I have had a lot of exposure to the education, agriculture, IT, government, property and telecommunications sectors.