The Independent

As a freelance journalist, I have worked on a variety of desks at The Independent newspaper, including features and news. Over the past 11 years, I have also been asked by the paper to write advertorials, which have been booked by a wide range of clients, often top-level international companies and organisations. These have included Nintendo, Sainsbury’s, Pioneer, RNIB, Jamaican Tourist Board, The History Channel and EDF Energy.

Case studies:

Nintendo: Flips – the first electronic children’s books for use on the Nintendo DS. These included both classic titles such as Enid Blyton’s The Faraway Tree and modern stories such as Artemis Fowl by Eoin Colfer. The aim of the advertorial was to show how reading could be fun and accessible to today’s children via new technology.

Sainsbury’s: Christmas food campaign. A feature to highlight the importance Sainsbury’s places on free-range food and sustainability when sourcing food to offer their customers over the Christmas period. The importance was to get this message across as well as conveying the wonderful flavours of the food and the excitement of Christmas.

EDF Energy: The brief was to write a piece about EDF’s involvement with the 2012 Olympic Games but also to show how the company has been working to reduce energy use across London and the UK in the run up to the games. The turnaround was incredibly tight for this project and after it was completed on deadline, the brief was altered and it was decided that the advertorial should read like a news story rather than a feature. The deadline given was 40 minutes. I was very grateful for my news desk training on subbing news stories to strict deadlines and I was able to meet their requirements.

“Michelle has worked as a freelancer for us for the past 11 years and in this time she has consistently produced well-written copy that is always to brief.  She has bags of enthusiasm and most importantly she can turn copy around to very tight deadlines.”

Shazmah Yousaf, The Independent

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