moira lynch
Words matter.
Maybe these days more than ever before.
They can build trust or decimate it.
Unite or divide, praise or deride.
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They are the connective tissue of society and the building blocks of ideas.
Used persuasively, they can weave a compelling brand narrative that inspires consumer awareness, adoption and action.
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That's where I come in.
ABOUT ME
WHAT I'VE DONE
WHAT I BELIEVE
Words are powerful. Over the course of my career, I've used them to persuade, inspire, challenge and motivate. To cut through the chaos of a crowded marketplace and carve out powerful brand ideas and messaging. To build brand equity and promote product purchase.
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A few years ago, I challenged by marketing skills in a whole new way to launch of an
e-commerce brand called DownDog Yoga Mats. Colorful and customizable, they were designed to appeal to very passionate pet people. You can learn more about DownDog in the "My Pet Project" section of this website.
In my spare time, I like to write and read about psychology, social justice, philosophy and more. Sometimes, I use strong words. Sometimes inspiring words. But my goal is always to find just the right words to express my truth and/or the truth of the brand I am working on.
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Having years of experience as a copywriter and creative professional, I've had the good fortune to work on everything from product launches and small business startups to non-profits and some of the biggest brands in the world. My passion is ideation and the creation of integrated campaigns that engage people meaningfully to inspire action.
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Some of the brands I've worked on include Dr. Pepper/Snapple, Heineken, Diageo, Schick, Hawaiian Tropic, Vita Coco, Newell Rubbermaid, Walmart, Illy Café, Arm & Hammer, Pillsbury, Hospice of New York, Ronald McDonald House, Ford Motor Company, Kellogg’s, MARS Candy and Pet Care, Avon Walk for Breast Cancer and Nabisco.
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In today's tech-first, data-driven world, it's easy to get lost in analytics and forget that our job as marketers is to speak to human beings, albeit often through smart phones and computers. As automation increases, so does our hunger for connection and meaning. Brands that tap into this need simply and authentically have an edge over those that don’t.
By identifying emotional triggers and translating them into a compelling narrative, I design campaigns and messaging that resonate deeply to promote engagement and adoption. The key is to establish an authentic voice that aligns with people’s deep emotional drivers. Whether it’s national advertising, promotional messaging, website copy or eCRM, I have found that writing from the heart results in communication with soul.
