Bill Dunn
Creative Content Director
Creative Content
Copywriting
Tone of Voice
I’m a creative content director with 20+ years’ experience in creative agencies and publishing.
I create desire for brands, connecting them with their audience by telling their stories.
My editorial experience means I craft authentic, human stories with the audience in mind.
My advertising experience means I believe in understanding my audience and making stuff that they want. Not disrupting them with things they don't.
I'm a thinker and a doer. I lead by example. I believe the thing that makes people happiest at work is making great work.
You've got to have a plan…
I can’t emphasise enough the importance of drawing up a good content plan. It makes you see the bigger picture – how people perceive your brand across all channels – and not just in the short term, but over time. Plus in an ephemeral, digital world, it makes things reassuringly real.
​
Above is one I created for Land Rover every six months, detailing their PR events, advertising and our content. The marketing director loved it so much he stuck it on his wall – all four metres of it.
​
​
Work that solves problems
Work that wins awards
The Science of Content
Advertising
Journalism
Doing
Thinking
Useful content
Engaging content
Customer
Audience
Listening
to clients' views
Clients trusting our experience
Leading by example
Letting people do what they do best
Testing
& learning
Craft
Multichannel thinking
Channel specific output
Professional History
DIRECTOR, MR&MRS DUNN CREATIVE CONTENT LTD
2019 –
In 2019 we formed a content agency combining editorial storytelling and advertising acumen. Working singly, as a pair, or with a small group of like-minded trusted freelancers, we do the things big agencies do – just infinitely more efficiently.
* Working with Salterbaxter I created a selection of multi-channel assets for Nescafé, telling their story via social, website and back of pack.
* Commissioned by Dennis to create marketing Tone of Voice guides for The Week, The Week Junior and MoneyWeek. Then I wrote their advertising copy and revised their website to implement the ToV.
* Commissioned by Cannes Lions to create their new editorial Tone of Voice.
* Hired by Dennis to create and edit their new magazine The Week at Home.
* Worked with TCO London as editorial director on their winning pitch for a luxury drinks brand.
* Thinking and doing with online marketplace Trouva, creating effective editorial assets to sell their company to a wider market.
* Writing and editing Jaguar Magazine's new front section.
​
EDITORIAL DIRECTOR, DROGA5
2018 – 2019
Created and planned editorial content for MINI Electric, Peroni, Barclaycard and GoCompare.
BOARD EDITORIAL DIRECTOR, AMV BBDO
2015 – 2018
In charge of social and editorial output, facilitating brand partnerships and consulting to help reinvigorate and reshape the agency into more nimble teams. I also wrote scripts for TVCs and won pitches – always from a multi-channel story telling perspective.
EDITORIAL DIRECTOR, REDWOOD
2011 – 2015
Led the creative output across Land Rover and Volvo accounts. I produced Volvo's Tone of Voice document and led inter-agency seminars to activate it. Played a key role in the Volvo's transformation into a Swedish luxury brand with the focus on humanity.
EDITOR-IN CHIEF, REDWOOD
2006 – 2010
I devised and edited LIV, Volvo’s customer magazine, to reflect the brand’s Swedish heritage and values. It was received by 1.5 million customers in 35 language versions and 75 countries. More than 2/3 of readers took some form of action after reading, from visiting a dealership to purchasing a car. It won BSME, PPA and MDA awards.
EDITORIAL CONSULTANT
2004 – 2005
Reinvigorated Jaguar Magazine using my experience in men’s lifestyle press and fashion to create a new luxury car title. I also consulted on various titles across Felix Dennis and John Brown and worked with clients from Top Man to luxury car dealer HR Owen.
SENIOR EDITOR, ESQUIRE
2000 – 2004
Helped boost the title to its highest-ever (+150,000) UK circulation figure. I wrote cover interviews and investigative features, commissioned and edited the motoring pages. I hired Damon Hill as motoring columnist. I interviewed Hunter S Thompson and Mark E Smith. I discovered the West Pole for England (it’s near The Galapagos Islands). I regularly represented the magazine on TV and radio.
STYLE DIRECTOR, GQ
1998 – 2000
I oversaw the magazine’s fashion content, producing readable, entertaining stories and interviews. I oversaw a major project on British musical icons with photographer Terence Donovan, culminating in an exhibition. I was instrumental in bringing together the music and fashion world, eg the Paul Smith meets David Bowie issue. I wrote non-fashion interviews and features. Regularly represented the magazine on TV and radio.
Never meet your heroes
PHOTOGRAPH BY AMELIA TROUBRIDGE