James McCarthy

Background

About James McCarthy

Over my career in verbal branding I've used my magpie mind, fascination for brands, eye for detail and ear for language to craft tone of voice across pretty much every channel I can think of. Tone of voice and naming are my biggest passions. Concepts or long copy? Hold the front page: I excel at both. I want to be involved throughout the creative process, from strategy to execution. That's how to create the best work and have the most fun. I specialise in: Verbal identity / Tone of voice Naming Brand positioning Training Presenting Long copy Concepts (working with Art Directors or alone) Strategy My approach is evidence-based and interdisciplinary. I pull in insights from behavioural economics and UX, neuro-linguistic programming, content strategy and anything else I find useful and relevant to constantly refine and inform my writing. I draw on my skills and experience as a professional actor and certified NLP (neuro-linguistic programming) master practitioner, whether I'm writing, mentoring or presenting. I also speak fluent French, I've contributed a number of articles to major magazines, and I've worked as a professional TV voiceover artist.