the person behind the words
Copywriter, co-author at Pens&Lens, croissant enthusiast and can often be found befriending stranger's dogs. I believe in writing from the heart and laughing at the difficult parts.
The necessary stuff: I believe empathy, emotion and engagement are what make great ads and stories.
Over five years spent in the branding and advertising industry across Sydney and Kuala Lumpur - including Marque Branding, Nine Network's Mi9, TBWA\KL and Arc Worldwide\Leo Burnett, I am familiar with all mediums from packaging, printed brochures to digital banners, commercial scriptwriting to content writing and of course, the classic 360 campaigns.
I trained with 95% The Advertising Academy to be an idea generator, which led to numerous pitch wins across agencies. A sucker for perfection, I enjoy being involved in the work from the minute we receive the brief right down to ideation, presentation and execution.
Awards: NIVEA Flaunt It! - 1 Gold, 3 Silvers (Marketing Effectiveness Awards 2015), Finalist (Effies Awards Malaysia 2015). Oreo 1 Million Minutes of Bonding Moments - Silver (effie awards 2015), Shortlisted (AMES Award 2013). GreenLife CSR - Merit for Innovative Use of Media, Merit for Film (Kancil Awards 2012). alt. TYPE - Bronze for Design (Kancil Awards 2012), Single Merit (One Show 2013 Collateral / Posters)
Nice words:
“Lynette is a natural who has an uncommon flair for writing. Short n sharp or long and engaging, whatever the medium, Lynette always found the words that worked. Lynette is also a good thinker who always had a few good ideas jotted down in her notebook. In the right environment with the right mentoring, Lynette can grow into a great creative. This is me recommending her to you.”
“Lynette is one of those rare writers who is born with a flair for words. She has a beautiful way of expressing the insights and reflections that her sensitive nature picks up.”
“Lynette is one of the most passionate creatives I’ve had the opportunity to work with. What sets her apart from others within the field is the fact that she is insightful and has a strong ability to really get under the skin of the brands that she is working on, to create concepts and written pieces that touch the heart. To this day, I have yet to meet a creative that is able to instinctively understand the tonality of one of the world’s most iconic cookie brands! While certainly driven to maintain the creative integrity of the campaigns she works on, she always keeps an open mind to consider the business side of the brand. Certainly wise beyond her years, it’s been an absolute pleasure working with her!”
Clients: AirAsia, AJI-NO-MOTO, A Real Australian (ARA), Australian Pacific College, Bayer Animal Health, BBQs Galore, BWS, CIMB Bank Malaysia, Disney, eBay, F&N Seasons, Horticulture Australia, Isuzu D-Max, KitKat, Nando's, NIVEA Malaysia, NESCAFE, Nestle LA CREMERIA, Nestle Drumstick, Nestum, Oreo, Purina, Setia City Mall, Sony Pictures, amongst others.
Other things I write: Blog Pieces for 95% The Advertising Academy, 100 Days of Little Stories, 100 Days of Starting Over.
People I Like/Follow: Adam J.K., Alain de Botton, Anis Mojgani, Anthropologie, Brene Brown, David Thorne, DesignSponge, Edward Monkton, Elle Luna, Frankie, Food52, Harry Baker, Jessica Walsh, Mark Manson, Shane Koyczan, The Book of Life, The Great Discontent, The School of Life, This Isn't Happiness, Timothy Goodman, Wait But Why, Wasted Rita, You Are Not So Smart.