Schönreden
to whitewash [fig.]
to put a gloss on sth. [fig.]
Schön reden
to speak beautifully
Language is a nuance. It can mean the difference between understanding and misleading. The difference between saying the right thing, or putting your foot in it. Or as you’d say in German, “ins Fettnäpfchen treten”. As a bilingual copywriter, I develop concepts in English & German, and I also specialise in transcreation – that’s the art of translating ideas rather than words. The end result aims to reflect the true spirit of the original as well as cultural differences.
So if you’re looking for ideas that ‘click’ in English and/or in German,
do get in touch.
My services:
Campaign ideas
Brand name & claim development
Social media & web copy
TV & radio scripts
Editorial content
Brochures
Tone of voice guidelines
Language adaptations
OOH campaign
BUMBLE
This brief captured the strange nature of dating during a pandemic. Fellow writer Alexandre Holder asked me to help transcreate and develop original headlines for dating site Bumble. Some are straight-forward adaptations of the US and UK campaign, others reference local issues and insights. For example, people in Hamburg are notoriously aloof when it comes to dating:
„Der Winter kommt. Jetzt ist nicht die Zeit, cool zu spielen.“ Winter is coming. Now is not the time to play it cool.
“Anna is the best of the best — we’d be lost without her signature blend of creative flair, strategic firepower and linguistic brilliance. The icing on the cake is that she’s also a wonderful human – fun to work with and always steps up to the plate. A true partner.”
Catherine Barr, Director at FranklyFluent
Campaign
ECOVER
A rallying cry that would make Ecover’s message be heard loud and clear in Germany. Rather than simply translating existing English headlines, we worked on original copy that focused on local insights – created with my long-standing partners in crime at FranklyFluent.
Social Media
NEFF
This is part of a series of Halloween and Christmas themed Pinterest posts for NEFF. A playful way to generate interest for their kitchen range (and great fun to write.)
Digital magazine
The Educated Cool
This ‘digital magazine for cosmopolitan minds’ launched in 2022 featuring fashion, art, design, politics, music and much more. My interview with master craftswoman Nicoletta Caraceni offered a great insight into her passion for bespoke tailoring. She was thrilled with the article.
Christmas campaign
McArthur Glen Designer Outlet
The UK ad campaign featured well-known Christmas phrases or songs with a unique fashion inspired twist. Here’s my take on it in German.
Online and print
The Fontenay & Castell Son Claret hotels
I created the English version of the website, brochures and press releases for Hamburg’s luxury hotel, The Fontenay.
The team behind its sister hotel, Castel Son Claret, in Mallorca, Spain, asked me to write online content and brochures in English and in German.
Brochure
THE WISLEY
The prestigious golf club in Surrey, UK, invited blattler ltd. to design a new brochure. My task was to showcase the outstanding facilities whilst getting across the sense of warmth and community that attracts The Wisley’s members.
Geneva Motorshow
Bentley
This ‘Performance Lab’ short film was created for Keko London, with Art Director Iain Ross for the Geneva Motor Show. Bentley wanted to realign the perception that they are seen purely as a ‘luxury’ brand, when in fact they are truly a ‘luxury and performance’ brand.
I came up with the title ‘Luxury in Action’ as a way of saying that luxury and performance are equal in a Bentley. This idea of an equation is reinforced by factual numbers that highlight specific technologies and prove the brand’s top performance in many areas.
Literature
Mercedes-Benz
One of my all-time favourite Mercedes-Benz brand pages in the E-class sales brochure. Three true stories and a fantastic picture by Willie von Recklinghausen.
YouTube film
Deutsche Bank
In 2020, Deutsche Bank celebrated their 150th anniversary. This promotional film was developed in the UK, while I oversaw the German adaptation of the script – another cooperation with FranklyFluent.
Brochure
BIONADE
Für den Bio-Limonade Pionier Bionade erstellte ich gemeinsam mit VAN OMMEN Organic einen Nachhaltigkeitsbericht. Dabei ging es vor allem darum, ein Infopaket zu erstellen, das man gerne liest.
avanommen.co.uk 
