Helen Lucas

Senior Copywriter   Available for work

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I’m a career copywriter. After University I was selected for a graduate training scheme at a leading marketing agency, where I trained as a copywriter. Today I’ve over 25 years’ experience writing for national clients – across digital, print, multimedia and broadcast.

I work with my own clients, or with partners and their clients. My experience means I quickly grasp what’s needed. I immerse myself and dig deep to find insights – producing accurate, meaningful copy, on time and on budget. Often I’m involved in the planning phase and team up with art directors to turn strategic ideas into creative concepts.

My clients trust me to deliver across a range of communications - from internal presentations and pitches to big brand campaigns and online content to email and SEO campaigns. I’m also asked to deliver copywriting training and workshops.

My recent work includes projects for: Samaritans, NSPCC, Zurich, Aviva, Help for Heroes, Lloyds Banking Group, Blue Cross, Meningitis Now and Cookpad.

"To put it simply, Helen is a pleasure to work with. Astute, professional and always calm under pressure. She has the ability to get under the skin of briefs and produce copy that's spot on for tone across a wide variety of sectors - retail, charity and financial. She's a great team player and gives confidence to all those working with her" Orla Peters, Marketing Aviva

"Helen is a highly experienced copywriter with a sound understanding of the media marketplace, and a true empathy for her target audience." J McLelland, English Heritage

"In addition to first class, award winning creative writing skills Helen also has a real ability to get under the skin of clients’ marketing challenges and develop strategic solutions . She has a rare blend of client side marketing and creative agency experience and is a joy to work with." Simon Clarke, Marketing TNT

My work has won awards in the UK, Europe and the USA for clients including Barclays Bank, Greenpeace and Lloydspharmacy. In 2013 and 2014 I was invited to judge - in the copywriting category - at the DMA Awards.

As well as agency experience, I have worked client-side managing brand and corporate communications for a national UK charity. So I can see your marketing from all sides.



  • Advertisements
  • Brochures and leaflets
  • Content marketing
  • Content strategy
  • Copy-editing
  • Digital and SEO copywriting
  • Product descriptions
  • Technical
  • Tone of voice
  • Training and Consultancy
  • B2B
  • B2C
  • Business, finance and law
  • Charities
  • Consumer goods
  • Education
  • Family and childcare
  • Healthcare and pharmaceuticals
  • Lifestyle
  • Public sector
Qualifications & Awards
Includes - in 2000s:
- 2013 DMA Bronze Award - Pharmaceuticals - for Lloydspharmacy
- CIPR excellence award for CLIC Sargent internal newsletter
- BMA Patient Information Awards - for a storybook and an information film for young people with cancer.
- Professional Fundraising Award - National Trust Centenary Guardian Appeal.
- Direct Response Creative Awards - Capital Bank and NWS Bank

Numerous DMA, EDMA and ECHO awards for work going back into the 1990s - for clients including Barclays, Greenpeace, Red Cross and UNICEF.


Samaritans Volunteer Recruitment

Samaritans needed more volunteers at night to listen to callers. I developed a series of copy concepts to recruit night ...

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