A bit about me
Hi there, my name’s Alister. But just like the Paul Simon song “You can call me Al”.
With over 15 years of experience in the advertising industry, I’ve worked in agencies both big and boutique, across a cornucopia of clients – ranging from banks to beverages.
Whether a team leader or team player, I’ve helped create creative outcomes that outdo all expectations. Achieving the kind of success that puts a pep in the client’s step.
Always ready with a helping hand, I enjoy supporting and mentoring up-and-coming industry talent. As well as doing my own learning to keep up with the most exciting technology, storytelling mediums, and creative opportunities.
Some career highlights:
Winning metal in some major Award Shows.
Tutoring an Award School Student who ranked number 1 in her state.
Creating an interactive A.I. DJ, with a Swedish accent.
contacts
Mobile: 040 635 0275
Email: alistermccann@gmail.com
KEY COMPETENCIES
Brand Storytelling / Campaign Development / Creative Strategy / B2C and B2B Communications / New Business Pitching / Award Winning Campaigns / Social Media Strategy / Concept Development / Scriptwriting / Website Copywriting / UX Copywriting / SEO and SEM / Customer Relationship Management (CRM) / Multi-channel Campaigns / Digital Marketing / Direct Response / Retail / Interactive and Experiential Campaigns / Influencer Collaborations / Non-traditional Media / Team Leadership / Client Relations
PROFESSIONAL EXPERIENCE
(2024)
The General Store (Freelance)
Clients:
Rebel Sports, Independent Pharmacies of Australia (IPA)
Key Achievments:
• Created concepts for brand anniversary activity. This included ideas for in-store, staff and member engagement, as well as out-of-home activations and PR-able events.
• Wrote scripts for sharable social content, featuring A League sporting talent.
• Developed creative directions to leverage sports sponsorship opportunities and increase spectator engagement
• Crafted promotional copy for industry trade events.
(2024)
Apparent (Freelance)
Client:
Google
Key Achievements:
• Constructed copy for B2B comms that highlights how Generative AI is being used across multiple business sectors, to create a return on investment. Tasks included, detailed report writing, creating core asset kits, plus developing industry-focused messaging for CRM and socials.
AKQA (Freelance)
(2024)
Clients:
E-C Council, Geely Auto
Key Achievements:
• Developed and executed creative concepts and copy to launch the latest version of a cyber security certification program, empowered by AI.
• Created comms promoting four separate cyber security courses, activated across social, industry, and direct platforms.
• Worked extensively on a pitch to launch the Geely Electric SUV Range in Australia, including film, online content, outdoor, print, PR-able activations, through the funnel touch points, as well as influencer and retail partnerships.
BMF (Full-time)
(2022 - 2024)
Lead Writer in the CRM and Social Department
Clients:
Rest Super, Tip Top Bakery, SMH, BPAY, Clear Skincare, TAL Life Insurance, NSW Government, Tourism Tasmania, Alinta Energy
Key Achievements:
• Developed and executed multi-channel brand campaigns across TV, radio, print, and digital platforms, which outperformed benchmarks among focus groups – and outdid client expectations.
• Successfully pitched for new business, contributing to agency and revenue growth.
• Wrote guidelines on how to effectively adapt traditional brand voices for social media spaces.
• Created online content strategies and crafted social media campaigns.
• Developed and executed successful retail campaigns across TV, VOD, radio, and in-store.
• Crafted B2B communication platforms, which strengthened relationships and elevated value propositions.
• Took the lead in many successful creative presentations
• Mentored junior and mid-level talent, helping to create a supportive and learning-focused working environment.
The Green House (Freelance)
(2022)
Senior Copywriter
Client:
Woolworths
Key Achievements:
• Developed impactful in-store communications across multiple placements, which enhanced the customer experience and drove sales.
• Created concepts and crafted copy for successful member campaigns and promotions.
• Wrote scripts for the monthly Farmers Market Update that helped build brand authenticity and credibility.
The Joy Agency (Freelance)
(2022)
Senior Copywriter
Client:
Good360
Key Achievements:
• Independently developed concepts for online content and campaigns, which enhanced the client’s visibility in the not-for-profit sector and increased donor activity.
x15ventures (Freelance)
(2022)
Senior Copywriter
Client:
Unloan
Key Achievements:
• Crafted and executed a consistent brand tone of voice across website content, UX copy, and other digital assets, which ensured messaging clarity and assisted in online navigation.
CX Lavender (Freelance)
(2021)
Senior Copywriter
Clients:
Westpac, Stockland
Key Achievements:
• Developed and crafted copy-driven CRM campaigns, plus effectively adapted core messaging across multiple sub-brands.
• Created social media campaigns that boosted product awareness and increased customer engagement.
• Secured new business through product campaign pitches, contributing to agency growth and product portfolio.
• Wrote effective and persuasive copy for multiple digital placements.
• Authored articles for an agency-owned publication, which helped to establish the agency as an industry thought leader.
• Presented creative work to internal and external stakeholders, successfully selling in major campaign concepts.
• Supported and mentored junior and mid-level talent, which assisted in skills development and team building.
AWARD School
(2020 – 2021)
Tutor
Key Achievements:
• Fostered a supportive and inclusive learning environment, which helped boost conference, enhance creativity, and raise course satisfaction.
• Provided constructive and insightful feedback on project work, to better prepare students for industry expectations.
• Shared valuable insights and practical knowledge on how to break into the Advertising industry and embark on a successful career.
• Awarded Runner-up for Most Outstanding Tutor for the 2021 Semester.
AnalogFolk (Full-time)
(2019 - 2021)
Senior Copywriter – Lead Creative Team Member
Clients:
Hyundai, Rekorderlig Cider, Chemist2U, Curtin University, Coors, The Kraken Spiced Rum, Palmer’s, TAL Insurance, Marley Spoon
Key Achievements:
• Created and executed multichannel campaigns across TV, radio, outdoor, print, and other online assets – resulting in significant market impact.
• Developed original and award-winning immersive digital experiences, leading to brand cut-through, widespread engagement, and outstanding return on investment.
• Crafted compelling concepts and scripts for award-winning online video campaigns and animations, driving audience engagement and expanding brand storytelling.
• Created an innovative and award-winning influencer-driven campaign that expanded brand visibility and customer interaction.
• Developed interactive social media campaigns for multiple major brands.
• Executed successful CRM campaigns, to enhance customer loyalty and retention.
• Explored and identified PR-able opportunities that earned volumes of unpaid media.
• Presented creative work based on solid strategic and creative thinking, effectively winning over clients and selling in big ideas.
Messy (Freelance)
(2019)
Senior Copywriter
Clients:
EyeHealth1st, Mars
Key Achievements:
• Collaborated with the Head of Design to create effective in-house communications and campaigns, strengthening staff and employee relations.
• Developed engaging online collateral for retail activity, resulting in a spike in sales and customer engagement.
DDB (Full-time)
(2015 - 2018)
Senior Copywriter – Lead Digital and Direct Team Member
Clients:
Westpac, McDonald’s, Volkswagen, BT Finance
Key Achievements:
• Developed and executed successful product campaigns across multiple online assets, as well as non-traditional media.
• Created direct response campaigns, including a first-to-market DM piece incorporating an integrated mobile video and print feature.
• Crafted compelling copy across a variety of digital placements, which improved user engagement and boosted website traffic.
• Developed and executed copy-based CRM campaigns, improving customer retention and brand loyalty.
• Supported and mentored mid-level talent, which helped create a collaborative and inclusive team environment.
• Acted as a Fire Marshal, to help ensure workplace safety – with a smile.
Archibald/Williams (Freelance)
(2015)
Copywriter
Client:
Sydney Morning Herald
Key Achievements:
• Developed a major brand relaunch campaign, which revitalised brand perceptions, and increased reader subscriptions.
• Worked on sub-brand campaigns, to enhance awareness of the client’s publication portfolio.
• Awarded with an internal accolade for outstanding contribution within the agency.
The Works (Freelance)
(2014)
Copywriter
Clients: Canadian Club, Australian Apples
Key Achievements:
• Developed and executed long-copy-based brand campaigns, driving brand engagement and awareness.
• Created innovative concepts for new product launches, which achieved success in the market and enhanced brand differentiation.
Clemenger Group (Freelance)
(2014)
Copywriter
Clients:
Dolmio, Hungry Jacks, Stockland, Tourism Australia
Key Achievements:
• Created and developed a major brand launch campaign across TV, out-of-home, and print.
• Developed and executed social media campaigns, which built on existing brand creative and expanded brand storytelling.
• Crafted long-form online content for large-scale product and promotional campaigns.
• Created and presented out-of-scope ideas, successfully securing further budget from the client.
Evocatif (Freelance)
(2013)
Copywriter
Clients:
BWS, MasterFoods
Key Achievements:
• Developed in-store campaigns, which drove product visibility and sales.
• Created PR-able opportunities, leveraging existing media affiliations to enhance customer reach and product exposure.
M&C Saatchi (Full-time)
(2009 - 2013)
Copywriter
Clients:
CommBank, Pepsi Max, Optus, Pizza Hut.
Key Achievements:
• Created and developed successful interactive online campaigns, which increased audience engagement and brand interaction.
• Worked on TVC campaigns, driving brand awareness and market growth.
• Developed promotional material and award-winning direct-response campaigns, which resulted in outstanding response rates.
• Created award-winning immersive experiential activations – using advanced interactive digital projection technology.
• Conceptualised and shot print campaigns that enhanced brand visibility and product awareness.
• Crafted compelling copy for websites and CRM campaigns, improving user experience and customer retention.
• Pitched and successfully won new business, which elevated the agency’s industry profile and contributed to revenue growth.
• Created effective product and retail campaigns, driving awareness and sales.
• Developed campaigns leveraging major sports sponsorships, which inspired meaningful customer engagement.
• Crafted B2B communications, strengthening relationships and loyalty.
• Collaborated with senior management and other creative departments to create compelling client presentations.
• Presented creative work to multiple stakeholders, to successfully secure client buy-in on major creative projects.
Host (Freelance)
(2009)
Copywriter
Clients:
Virgin Mobile, Levi’s
Key Achievements:
• Created an award-winning integrated online and experiential campaign, which started as a local activation then success led to an international rollout – driving massive customer engagement, renewed brand love, and industry buzz.
• Rolled out digital communications promoting affordable products to the youth market, expanding the brand’s market share.
Clemenger Group (Freelance)
(2008)
Copywriter
Clients:
Codral, 5 Gum
Key Achievements:
• Created online campaigns, which innovatively used paid-for digital media placements to create topical messaging, that achieved significant market cut-through.
The Furnace (Freelance)
(2008)
Copywriter
Client:
Domain.com
Key Achievements:
• Created concepts and executions that were used to pitch for and win new business, contributing to client acquisition and agency growth.
BWM (Freelance)
(2008)
Copywriter
Client:
Alfa Romeo
Key Achievements:
• Created digital concepts that were used as a key component in a successful pitch to retain existing business, which improved client retention and satisfaction.
The White Agency (Full-time)
(2006 – 2008)
Copywriter
Clients: Coke Zero, BigPond, Telstra, Carsales.com, Sprite, Dreamworld, Viagra
Key Achievements:
• Developed award-winning online brand campaigns, which used innovative animation and interactivity techniques to enhance consumer engagement and build brand love.
• Worked with industry-renowned game developers to create and launch a successful multi-level online game – as well as writing the in-game storyline and UX journey.
• Created compelling and interactive online video campaigns, increasing brand visibility and viewer click-throughs.
• Crafted concepts and wrote copy for websites, landing pages, and UX journeys that improved customer engagement and experience.
• Consistently created and presented out-of-scope campaign ideas, successfully earning further budget from the client.
• Developed interactive campaigns leveraging major sports sponsorships, which inspired ongoing customer engagement.
• Created interactive-based campaigns used to pitch for and win new business, contributing to agency and revenue growth.
Campaign Palace (Freelance)
(2006)
Copywriter
Client:
Nokia
Key Achievements:
• Developed product-launch campaigns that effectively took international assent and made them relevant to the local market.
• Created original concepts for product campaigns, which successfully brought awareness to new features.
The Monkeys (Freelance)
(2006)
Copywriter
Clients:
Foxtel, Staedtler
Key Achievements:
• Developed and executed a major brand campaign, including TV and online assets, which improved audience awareness and boosted subscriptions.
• Created and executed an integrated and interactive print, DM, and digital campaign that attracted widespread audience interaction and enhanced brand relevance.
AWARDS & HONOURS
Throughout my career, I’ve picked up numerous awards and have been recognised by the industry for my impactful and innovative work – which I’ve contributed to a range of successful campaigns.
4-Second Reviews (Hyundai)
Winner – Gold Effie – APAC Effies
Winner – Best Use of Date – Mumbrella Awards
Winner – Creative Use of Data – Caples
Winner – B to C – Caples
Winner – Best Influencer – The Lovies
Winner – The Work – Campaign Brief
Highly Recommended – The DRUM APAC / Best Paid Social
Finalist – Effies Australia / Most Original Thinking
Finalist – Effies Australia / Challenger Brand
Finalist – B&T Awards / Best Use of Data
Welcome to Rekorder-Land (Rekorderlig Cider)
Winner – Most Effective Campaign for Return on Investment
Winner – Australian Influencer Marketing Awards
Finalist - Australian Effies - Best Small Budget
I spy Levi’s (Levi’s)
Silver – ADMA / Social Media
Bronze – ADMA / Out of Home
Finalist – Cannes Lions / Cyber
Runner Up – B&T / Campaign of the Year
See Through the Eyes of Picasso (Optus)
Bronze – ADMA / Flat mail
Rise To Tomorrows Challenges (Optus)
Finalist – ADMA / Experiential
Finalist – ADMA / Art Direction
Truth Hunters (Sprite)
Bronze – AWARD / Website
Car Sales. Car Sold (carsales.com.au)
Finalist – AWARD / Interactive
Wireless Broadband (Big Pond)
Finalist – AWARD / Interactive
RECOMMENDATIONS
Ben Welsh - Chief Creative Officer
Alister McCann worked at M&C Saatchi for several years. During that time, we grew and so did he (not physically, he's buff enough). Diligent worker and lateral thinker, Al was always trying to make the idea better and to make better ideas - in every medium. He worked as hard on making the less exciting stuff good as he did on reaching for great. If you have a great art director looking for a great writer, then make sure you see Al.
Richard Morgan - Executive Creative Director
Alister is a great creative, not to mention just a great person to have around culturally. He loves interrogating a brief then getting down and applying his special brand of lateral thinking and wit to his ideas. He's always thinking, discussing, and riffing on where an idea can go next; how it can be made better. The fact that Alister was part of our standout creative projects in 2020-21 is a testament to his talent. He also successfully co-tutored AWARD School for us 2020-21, named NSW Runner-Up Tutor. Finally, Alister has forgotten more about movies and international politics than most people will ever know; watching the American Presidential elections alongside him is like being inside the CNN newsroom. He's the guy you want on your quiz team, not to mention being right at home in any top agency.
Josh Bryer - CD/Senior Writer
Alister is a rare combination of Dreamer, Hunter and Executioner. In equal measure, he thinks big, chases down every opportunity until he has it by the throat, then absolutely kills it in craft. Two words. Clark Kent. Two more? Hire him.
Dani White - Associate Creative Director
Alister is a great ideas person. There's never a time when he's not brewing a big new idea in his big head. They're not wild ideas like using midgets to sell washing machines either. He's really on the money with client-friendly, big, surprising, disruptive ideas. I'd hire him. You should too.
Bronwyn Galvin - Senior Strategy Director
Alister is a talented writer and an ardent creator. In the 7 years, I've known Al, I have seen him dedicate himself to honing his craft with writing short stories, scripts, concepting proactive ideas for his clients and with the excellent work he has done for me on my charity partners campaigns.
EDUCATION
UNSW Sydney
MBA courses: Advanced Marketing & Managing Corporate Change
University of Technology Sydney
Bachelor of Arts Communication, Media Arts Production
University of Technology Sydney
Advertising and Marketing/Diploma
University of Sydney
Film and Video Production/Certificate IV
TAFE North Sydney
Video and Television Production/Certificate II