I am an independent creative director, freelance copywriter, and generally quite sound person. Based in Dublin, Ireland. Available everywhere, really.

I am an over thinker.

I’m an independent creative director, freelance copywriter, pedantic proofreader, occasional strategist, relentless ideas generator, pitch therapist, judgemental ad critic, recovering perfectionist and committed believer that the first idea is rarely the best idea, although sometimes we do peak early.

I do 4 things really well:

  1. I simplify complex business challenges into a clear idea.

  2. I turn it into a memorable device that may defy logic.

  3. I graft through every conceivable iteration it.

  4. I craft and protect it through the production process.

I’m the simplifier, defier, grafter and crafter you’re after.

Hire me while my enthusiasm is intact, my rates are sensible and I still mistake impossible briefs for interesting challenges.

Send me your next brief

  • "What I valued most is how Mikey works. He listens and challenges in the right way. He takes feedback on board without defensiveness, leaves ego at the door, and is relentlessly focused on getting to the best end result. It makes him not just a great creative, but a brilliant partner to work with."

    —Nicola Ging, Senior Marketing Manager, FBD Insurance

  • "Mikey is a creative who can work across any client, in any media, in a team or solo, and does so with passion, his trademark Irish wit and most importantly, pragmatism."

    —Simon Langley, Chief Creative Officer, Wunderman Thompson Australia

  • "Mikey oversaw me in my first gig as a writer, and honestly, I owe so much of my ability, knowledge, and weirdness to him. Like every junior creative, I borrowed some of the best bits from my CD and I found Mikey has a lot of stuff worth borrowing."

    —Paddy Dunne, Copywriter, The Public House

  • "Mikey can do what few writers in advertising can: that is to dig deeper into the English language, move past the expected, and find a turn of phrase that will capture your imagination."

    —Kieran Antill, Executive Creative Director, J. Walter Thompson, Melbourne

Services Offered

(A non-exhaustive list).

  • Big ideas. Clear thinking. Campaigns people actually remember. From the first strategic conversation to the final execution, I shape work that works.

  • Whether it's a 6 word headline or a 60 second script, I write copy that's clear, distinctive and impossible to ignore. From brand platforms to campaigns, films, social, and print, I wield the pen (laptop) like a sword.

  • Most brands already know their problems, I help them find the right insight. If work isn’t insightful, it rarely lands. I help brands find the one thing worth saying before figuring out how they should say it.

  • Launching something new? Reviving something old? I develop campaign ideas that can live across channels without losing their way.

  • New business is a creative discipline. I help agencies sharpen their thinking, strengthen their stories and improve their chances of winning.

  • Fresh eyes. Honest opinions. Constructive criticism. Whether it's a campaign, a brand or an internal challenge, I bring perspective of an agency creative department, without the business politics or overheads.

  • You only get one chance at a first impression. So if you’re launching a new brand, product, proposition or tagline, get it right the first time. Finding the right words is harder than you think, but I know where to look.

  • I conduct creative reviews, and carry out tone of voice workshops for brands who need specialist support. Practical sessions designed to make internal systems fire better, so external communications benefit by default.

Industry Recognition

(The definition of a humblebrag).

  • My pre-covid awards tally included Silver Effies (USA), Caples & American Advertising Awards, Silver & Bronze Kinsale Sharks, lots of Bronze ICAD bells, an I Love Radio Awards, and over 30 Sockies, Spiders and Media Awards. The categories have been lost to the ether. Turns out the internet doesn’t remember everything.

    2025

    Lürzers Archive 200 Best Photographers of 2025 - Belfast Telegraph “Concert”
    Lürzers Archive 200 Best Photographers of 2025 - Belfast Telegraph “Environment”
    ICAD Silver in Earned Media - “Love Story Before Love Story”
    ICAD Bronze in Use of Music - “Love Story Before Love Story”

    2024

    Irish Audio Awards Grand Prix - “Boys of the NYPD Choir”
    Irish Audio Awards Gold in Use of Music - “Boys of the NYPD Choir”
    ICAD Silver in Use of Music - “Boys of the NYPD Choir”
    ICAD Bronze in Web Film - “Boys of the NYPD Choir”
    ICAD Bronze in Use of Media - “Boys of the NYPD Choir”
    Effies Bronze in Finance & Insurance Services for FBD Insurance
    Effies Bronze in Sponsorship for Cadbury
    Effies Bronze in FMCG for Cadbury

    2023

    Effies Gold in Domestic Brands for EPIC The Irish Emigration Museum
    Irish Audio Awards Gold in Use of Music - “Sound Support”
    The One Show Merit in Print Innovation - “The Bionic Edition”
    The One Show Merit in Use of Music - “Sound Support”
    D&AD Shortlist for “This Is Not Us”

    2022

    Lürzers Archive Volume 03/2022 - Wildlands “Child”
    Lürzers Archive Volume 03/2022 - Wildlands “Heart”
    Lürzers Archive Volume 03/2022 - Wildlands “Zipline”
    BestAdsOnTV, Best Outdoor of the Week (December) “Cancel Secret Santa”
    BestAdsOnTV, Best TV Ad of the Week (July) “This Is Not Us”
    BestAdsOnTV, Best Print Ad of the Week (July) “Child”
    ICAD Gold in Art Direction for “Sound Support - Badminton”
    ICAD Gold in Integrated Campaign for “Sound Support”
    ICAD Gold in Use of Music for “Sound Support - Badminton”
    ICAD Gold in Use of Music for “Sound Support - Boxing”
    ICAD Gold in Use of Music for “Sound Support - Hockey”
    ICAD Silver in Art Direction for “Sound Support - Hockey”
    ICAD Silver in Outdoor for “Sound Support - Badminton”
    ICAD Silver in Innovation for “Sound Support”
    ICAD Silver in Tactical for “Sound Support”
    ICAD Bronze in Art Direction for “Sound Support - Rowing”
    ICAD Bronze in Illustration/Graphics Campaign for “Sound Support”
    ICAD Bronze in Outdoor for “Sound Support - Hockey”
    ICAD Bronze in Outdoor for “Sound Support - Rowing”
    ICAD Bronze in Sound Design Campaign for “Sound Support”
    ICAD Bronze in Outdoor for “Have you heard the news?”
    ICAD Bronze in VOD for “Cracks”
    ICAD Bronze in Art Direction for “Out In The World”
    ICAD Bronze in Outdoor for “Out In The World”

    2021

    Lürzers Archive Volume 03/2021 - FBD Sound Support “Hockey”
    Lürzers Archive Volume 03/2021 - FBD Sound Support “Rowing”
    Effies Gold in Travel for EPIC The Irish Emigration Museum
    Cannes Lions Shortlist in Radio & Audio Lions for “Sound Support”

  • 2024 - 2026 I have lead the Jury Selection Committee at ICAD for 3 years
    2024 - Outdoor Jury, Art Directors Club of Europe, Barcelona
    2023 - Preliminary Jury, Phnx Awards, USA
    2023 - Preliminary Jury, AdStars Awards, South Korea

Frequently Asked Questions

(That people have infrequently asked).

  • No, I charge a set daily rate. It’s the same for all projects, agency or brand side. Depending on the duration of the project or the scope, I can suggest a sliding scale of options if required. I can also price on a project basis.

  • I operate a limited company out of Dublin, Ireland. I can work in person at your offices if required, remotely online if not. I am also available remotely for global opportunities. While I prefer to work Irish hours, I can accommodate briefings and key stakeholder meetings in your timezone.

  • I am a creative problem-solver for advertising. I develop brand platforms and 360° campaigns, and all the component parts within.

    I am a jack-of-all-trades writer and my preferred style is offbeat humour but I don’t bring that to every job. I can write short, long, or medium (if you ask nicely).

    I am also a tone of voice specialist having written global toolkits for multinationals, and brand platforms for scrappy challengers.

    I lowkey love giving SMEs the big brand treatment, providing local entrepreneurs with campaigns that should be beyond their means creatively and financially.

    TL;DR - Conceptual advertising ideas. scripts, and headlines.

  • A Tinder date in my twenties once thought I was a copyright lawyer. I’m not, sometimes I actively try to push the legal boundaries of my ideas.

    I don’t write blog posts, paid articles, editorial or SEO. If you offer money per words, I’ll quote you €0 because I won’t be touching it.

    My background is in creative ad agencies, thus my focus is on developing creative campaigns and selling narratives and stories in a compelling way.

  • It depends.

    Creative presentations and pitches to client teams? Yes, this is my bread and butter. I thrive in this environment. I have a somewhat relaxed presentation style (stemming from total material understanding - I’m an over thinker).

    Talks at conferences on stage are not my vibe. My anxiety takes over and my charimsa drops. I can do them. I have done them. I’d prefer not to do them again.

    I am comfortable creating and running copywriting/tone of voice workshops in clients’ offices, but I’d rather not have a microphone anywhere near me.

    I also have a fairly strong North of Ireland accent, so there’s that.

  • That’s a bit eager, but I enjoy your energy.

    The best way to contact me is by clicking here, or one of the many buttons on my website that all redirect to my email.

    I endeavour to quote back on every request within 24 hours. I won’t ghost you and appreciate if you could extend me the same courtesy. Wishful thinking.