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Rada Petrovic

Rada Petrovic

Senior creative copywriter | Copy director | Brand language consultant

London, England

I'm a senior writer and copy director with over 15 years' experience in lifestyle and luxury brands. I work on everything from campaigns to brand communications, in beauty, fashion, travel, and anything else of a feel-good/look-good nature.

I do a lot of tone of voice work as I enjoy exploring the space between strategy and creativity. I craft custom voices, define or redefine how a brand sounds, pitch a voice for social, and build toolkits that are strategically sound, stress-tested and easy to apply.

Before all this I was an editor and features writer. I’m using that expertise and those skills again, and adding some new ones to the mix, as content becomes king of everything.

▪ Campaign concepts and copywriting for lifestyle and luxury brands: all channels, from print to digital and social
▪ Tone of voice strategy, development and guidelines
▪ Brand writing: storytelling, manifestos, brand books, and brand and tone of voice guidelines
▪ Editorial & content: strategy, ideation, planning, commissioning, writing and project-management
▪ Creative team management

Beauty | fashion | sport & wellness | luxury | retail | architecture & design | technology | travel | real estate | hospitality


  • Head of copy & tone of voice (The Body Shop (L'Oreal))
  • Freelance senior copywriter (various)
  • Freelance copywriter (various)
  • Freelance senior copywriter (various)
  • Head Of Creative Services (Regus/IWG)


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