Now you’re here, let’s start with an introduction.
Apostrophe is a copywriting collective, based in Melbourne, Australia and peppered right around the world. We’re a body of award-winning writers bound together by our curiosity, cheek and spirited way of being. The chapters of our lives enrich our work, and in turn our lives are enriched by the work we do. We love working with clients who feel the same way.
That’s reserved for the weekend. At Apostrophe, we’re here to solve problems through words because we believe real change begins with thoughtful communication.
In recent times, we’ve untangled political speak for the nursing industry, helped Finnish start-ups embrace fear, and given a voice to sleepwear that’s worn on New York streets. We’ve made heroes of Black Soldier Flies. We’ve given meaning to digital currencies of the new brave, and we’ve helped make a small dent in the universe by educating people about the benefits of smaller, smarter homes. While our output is – and always will be – words, our work goes deeper than copy alone.
So, if you, like us, believe waffle(s) belong on a breakfast plate and fluff is best kept for Chow Chows, then say hello. Perhaps we’re a good fit to give you the words you’re missing.
*If it is Shakespeare you require, we'll accept whisk(e)y as payment. If the words are for a romantic conquest, you'll be expected to name your firstborn after us.
Our clients make us better at trivia. Here's an excuse to show off the 26 clients who've taught us the most.
is for Australian Primary Health Care Nurses Association
is for Broadsheet
is for City of Melbourne
is for Deakin University
is for E minor by Melbourne Symphony Orchestra
is for fiscal revolt by Coinjar
is for ghost writing on behalf of NDA, NDA and NDA.
is for Hungry Workshop
is for intelligent start-ups including Tofu and Wealth Nation
is for Jolla, Helsinki.
is for keen eyes at The Brown Buffalo
is for Lufthansa, Germany.
is for Malthouse Theatre
is for Nobody Denim
is for outlandish and brilliant ideas by Grubbly Farms
is for prefab, modular homes by Archiblox.
is for fearless brands for the LGBTQI community
is for Reonomy, New York.
is for Simone Pérèle
is for Tesla Town by Glenvill
is for uptown apartments by Milieu
is for The Village People (YMCA)
is for Wildbag
is for we don't talk about Xs
is for young grapes by Amisfield winery, New Zealand.
is for ZZZ by Willa & Mae
Rolling Stone, Time Out Beirut, Harper’s Bazaar, SneakerFreaker Magazine, VICE Australia, Lonely Planet, Two Brothers Brewery, Tokyobike, Cannes Lions International Festival of Creativity, Virgin, Greenpeace, Penthouse and Volkswagen.
Crystal Fong spent time in some of the world’s biggest advertising agencies (DDB, Ogilvy, JWT), won multiple industry awards and became the first Young Glory winner, before realising her ideas could be even greater if not confined by the walls of an agency. Seeking freedom and curiosity, she launched Australia’s first copywriting agency, Apostrophe Copywriters. Based in Melbourne and peppered right across the globe, Apostrophe is a body of award-winning writers, strategists, and editors, bound together by an affinity for intelligence, cheek and a spirited way of being.
Crystal was born in Australia, educated under the British banner and grew up in the Malaysian jungle. She believes her biggest business achievement is developing a model that allows her to leave it, in search of worldly exploration and personal growth. She believes that real change begins with meaningful communication and enjoys helping her team and clients find what’s meaningful for them.
Last seen…walking the earth in a moon boot.
Lauren is a cold, calculating strategist. She’s not evil, it’s just growing up on Victorian beaches instilled a permafrost in her bones, and she’s hardwired to think pragmatically and critically about everything (that’s why she always packs an extra jumper). Her strategic brilliance led her into the ad world where she revivified discontinued liquors, guided Tourism WA on establishing a social presence and helped increase blood donations for the Red Cross. And in her spare time? She likes to explore, pet dogs (that aren’t hers), swim, and she once launched a broadsheet newspaper for Junior Space art gallery.
Last seen…TBA
Sophie is hungry. And not just for success. Sure, she greedily devours grammatical errors and spits them out as perfect exemplifiers of the English language. Yes, she chewed the ears off chocolate-loving old ladies while running the UK Ferrero Rocher Facebook page. And she absolutely had the audience eating out of the palm of her hand as a ceremony script writer at Cannes Lions. Sophie is hungry. But she’s hungry for food. In fact, when she’s not nerding it up and making copy sing, Sophie will undoubtedly be planning her next meal.
When I’m not writing I’m… Considering (in exhaustive detail) what my next meal should be.
Andy’s got a thing for pioneers. He’s hung out with clandestine surfing inventor/explorer Wayne Lynch, interviewed environmental superhero and Sea Shepherd founder Paul Watson, and started print publication Paper Sea Quarterly. Obviously, he’s also got a thing for the sea, which he puts down to being half-seal, on his father’s side. Writing rounds out the ‘Andy’s Passions’ triptych. And he’s as comfortable writing magazine intros or curating Crumpler’s tone of voice as he is composing a haiku on his coffee break. Oh yeah, coffee’s a big thing too: the driving force behind his hyperactive surf-a-day, climb-a-rock, salute-the-sun, run-the-block, walk-the-dog lifestyle.
Last seen… Jittering away in front of a laptop with one too many coffees at hand, a glazed glint in my eye with tracked changes armed and ready.
How to Win Friends and Influence People is a book that could just as easily have been titled How to Be Brad. He’s won friends, fans and followers for humble home-grown companies (Charlie’s Drinks, Dr Follicles Barbershop). And he’s influenced the way people perceive some of the world’s biggest brands (BMW, KFC, Greenpeace). He’s convinced many a student to join RMIT University through his TV scripts, and helped Ben & Jerry’s tackle some seriously funny issues on their blog. His self-published zines have sold in the UK and NY. His only fault? He knows far too much about tea.
When I’m not writing I’m… Watching anything with Norm Macdonald in it.
A book sits abandoned on a packed Melbourne tram. ‘Excuse me, young lady,’ calls an elderly man, creaking to his feet to give chase. ‘You forgot your…’ his voice tapering off as the bookless commuter disappears through the peak-hour haze. ‘Damn book ninjas,’ he grumbles, noticing the colourful sticker on the book’s cover. Had he caught the ringleader of Books on the Rail – the now infamous literary gang planting books on Australia’s trains, trams and buses – he would have come face-to- face with an award-winning copywriter who’s written for the world’s biggest brands and best agencies. The very same brazen creative who once strapped a go- pro to a sausage dog during London Fashion Week, winning her yet more accolades in the process. But that, dear reader, is another story entirely.
Last seen… Lighting up the netball court, or under the lights on a Turkish gameshow.
Meet Ed. Short name, big brain. He’s a history nerd, science buff and urban planning student, crossed with a musician, crossed with a copywriter. Oh, and he organises festivals too. (Talk about a slashie.) He’s a dab hand with a rebrand and loves to get stuck into the meatier bits of brand strategy – even the technical gristly bits other copywriters usually leave on the plate. Like many writers (Twain, Plath and Hemingway among them), he’s a dyed-in- the-fur cat person. Even when his own kitty tends to sit on his keyboard like this: jkdaoidn78m2ppgygyiiopopdshajoop.
When I’m not writing I’m… Playing with synthesisers.
The Colourful Life of Ashwin is what a film based on Ashwin’s colourful life would be called. He was born and raised in New Delhi, India before landing in Auckland, New Zealand where he cut his advertising teeth, and then Melbourne, Australia to inject our radio waves with his creative prowess and mind-bending perspective. It was here that Ashwin became a Creative Director (before even hitting 30, mind you) and then a father. But not without collecting a few (or 40+) awards and nominations first: the Grand Prix at Spikes Asia, nods at Cannes Lions, a Gold Effie… So what can’t this high-achieving dad do? Apparently, drive fast enough – his son, Isaac, was born in the backseat while speeding towards the hospital at over 100 km an hour. Told you it was colourful.
When I’m not writing I’m… Meditating, or changing nappies.
Søren Kierkegaard once said: ‘Life is not a problem to be solved, but a reality to be experienced’. Alexander’s reality is he’s been an award-winning copywriter since he was 21. Early success (and an underutilised literature/philosophy degree) led to a life as a Copenhagen-based copywriter with a newspaper column boasting a Kierkegaard pun in the title. He eventually worked as a creative for some of the biggest agencies in Australia and Denmark before going in-house at The Saturday Paper and The Monthly. When he’s not sneaking existentialism puns into copy and casual conversation, he lets his gaard down on the motorbike track, where his only thoughts are continuing to exist at all.
Last seen… On Naoshima, admiring a giant waste basket.
Nikola sports one of the most splendid moustaches in Australian copywriting. He’s also known to don a selection of dashing professional hats. In addition to his formidable reputation as a writer, he’s an accomplished philosopher, art theorist, film director and viral marketing specialist. Add the fact that he’s also well on the way to becoming a psychologist, and you have definitive proof that too much headgear is barely ever enough. His passions for travel, reading and philosophical enquiry have allowed the expansion of his mind and horizons in equal measure. And, as with any true Renaissance gentleman, he’s amassed a particularly fabulous collection of kimonos. Put that in your pipe and smoke it, polymaths.
Last seen… Pining for an authentic Mies van der Rohe ‘Barcelona’ daybed.
Collette is a gypsy at heart. Unafraid of giving up her worldly possessions to pursue greater things, she’s called Ireland, Spain, France, Scotland, Australia and Denmark home. But that doesn’t mean she hasn’t left a mark on every place she visits – in fact she’s named a few buildings in her time. Plus, she’s owned and run her own businesses, including a food and wine store, and a sustainable fashion label. Oh, and she’s a passionate environmentalist too. As adaptable and as diverse as they come.
Last seen… Gallivanting among Danish canola flowers.
A rare blend of Road Runner and literary nerd, Deborah is as talented with a circular saw as she is at carving up copy, especially if it involves iambic pentameter rhyme or hand-lettering. Her approach to writing is much like her culinary prowess – high on creative spirit, particularly when following instructions. But make no mistake, having successfully navigated her way through the permutations of the Shanghai agency terrain with her lungs still intact, her writing has earned her a couple of D&AD pencils and a Cannes Chimera award. Plus, she can simultaneously burp a baby and type. ’Nuff said.
You’ll recognise me by… My ultra-fast, slightly dangerous walking pace. I’ve had some near misses with little old ladies in the street – it’s a terrible
habit.
Ellie treads lightly to the beat of her own drum. Where others march or stomp into a room, she steals in, unobserved but observant. In fact, that’s what makes her an award-winning writer – she quietly watches the world (and all the cats it contains) with gentle affection. You know that cliché about introverts losing their cool in the most extravagant ways? Not a problem for Ellie. She just bangs out her stress on the drums – a pastime which helped her get her first job as a copywriter. She treads lightly, sure, but this writer weaves words so winsome, she’ll leave one hell of an impression.
When I’m not writing I’m… Roaming the streets for cats to pat.
David Attenborough doco lover, perpetual holiday planner, and guarder of Rollerball pens – meet the illustrious Chesney. Whether it’s selling degrees to smart cookies through wild audio-visual art or saving lives through children’s books, she’s half idea peddler, half adorable animal lover and always offended if you turn down her cooking. Her uncanny knack for profound prose has seen the likes of Tiger Air, L’Oréal Skincare and the Melbourne International Film Festival drop everything to make her concepts come to life. In short, if Chesney’s on the case, you’re in safe hands. Just don’t mention jarred spaghetti sauce. It’s kind of her ‘thing’.
When I’m not writing I’m… Watching David Attenborough documentaries. And I mean a LOT of David Attenborough.
Olivia doesn’t do anything by half… especially a plate of Hot Star chicken. She’ll eat the whole damn thing and there’s nothing you can do about it. But this fierceness goes much deeper than fried thighs. From a newspaper full of hard-arse journalism at the age of 12, to a daring cropped ’do at 13, to a life lived by her own rules as a freelancer, Olivia packs her life as full as she does her stomach. Writing at irregular hours for global brands, digital agencies and not-for- profits is just the beginning. While her parents wish she’d start planning her wedding, she instead plans adventures. Berlin, Tulum, Burning Man and the rest. Her life may be full, and her attitude lively, but don’t worry, she still manages daily 5am training seshes to work off all that chicken.
In an ideal world… Things would never get stuck in your teeth.
A life of writing has taught Julia to embrace her fierce curiosity, and quietly but diligently pursue her dream jobs. Like interviewing her favourite bands, working at Net-a-Porter, and helping launch Broadsheet. The hardest part of landing so many amazing jobs is how to find the same rush afterwards. The solution? Conceptual, of course – hobbies. She won’t rest until she can give you a wheel-thrown mug decorated with calligraphic inscriptions outlining her latest contemporary dance routine. When she’s not crafting headlines, you’ll find her trying to revivify her wilting house plants and silently judging coffee shops based on their choice of fonts.
Last seen… trying a new thing. Most likely edible. Also likely to involve a passport.
Samson: Prose Surfer. He may not be Kelly Slater, but Samson is certainly a surfer with his own style. His best tricks are with his hands – crafting his own words and editing others’. And he’s claimed a bunch of titles, including four years as editor of radio station 3RRR’s The Trip magazine, and even longer as staff writer for Penguin Random House, where he kicked off their street mag Underline. He’s also scored plenty of kudos for making a career from print media in an era when others expected it to go under. In his coastal home and with his family as his biggest fans, he’s been able to carve out a work life that also lets him answer the ocean’s call at the drop of a pen.
Last seen… Dragging my four-year-old into a shorebreak on his inflatable surf mat. It’s a rough-and-tumble world.
Shannon has worked at the highest levels of the creative industries, from Google to Mercedes Benz. Despite the perks, she got sick of the 9–5 grind (plus overtime), so she traded it all in for a pair of travelling shoes. She joined the Apostrophe team so she could write on the road with her new son Alfie – and considering that she was one of the world’s 50 most awarded copywriters in 2016, we’re pretty sure she can. Her creative work has taken her from London to Cannes, and now it’ll take her off the beaten track, discovering inspiration, insight and good pizza all over the world.
When I’m not writing (or teaching writing) I’m… Taking photos, eating pickles, crawling around the floor roaring like a lion or trying to tame Alfie’s Rod Stewart circa 1988 blonde locks.
Samuel’s one of those guys that manages to do a lot while looking like he’s not doing much at all. There was the time he spent a year travelling the world, living in a different country each month (he called it freelancing). Or the time he founded an entertainment and promotions company and ran it for three years, overseeing events, zines and tours (we call that partying). Sure, the company went bankrupt, but what were you doing at age 19? Since then, he’s written for Vice, advised the team that work on Tesla’s user interfaces, led Coinjar to its first 40,000 customers, and helped found start-ups in bitcoin and virtual reality – all of which are still going strong.
In an ideal world… We’d have universal basic income, unlimited abundance and shift away from a capitalistic consumer-driven economy and political model.
Lover. Writer. Nomad. Sick beat-boxer. Sam is many things. But Melbourne’s premier Renaissance man is still haunted by the one dream that didn’t fly: that of becoming an even sicker rock star (a full six people turned up to his last gig). Still, he’s managed to channel all that misspent passion into becoming a top-class wordsmith – from crafting an award-winning short film to (professionally) critiquing damn near every musician, bar and restaurant in town. So persuasive are his skills that he even managed to convince the crowd at the Emerging Writer’s Festival that hard trance is indeed the most romantic genre of them all.
Last seen… Travelling around Sri Lanka living the copywriter nomad dream, which is particularly incredible because I was chained to a desk for years.
What do you get when you mix an Indonesian political activist with a pioneering computer scientist? You get the awesomeness that is Annisa. Born in Surabaya, brought up in Montreal and now living in Bali (with pit-stops to Jakarta, Bangkok and Melbourne on the way), she’s the definition of well-travelled. She speaks English, Bahasa Indonesia, French and Javanese (that’s four languages for those counting at home). She was the youngest Senior Editor at Time Out Jakarta and if you’ve ever seen the KeepCup tagline, well that’s her handy-work too. If you’re lucky enough to meet this amazing woman, say hi to her gorgeous little one, who will be attached to her left hip. Oh, and ask her what it was like to live in a functioning polygamous household…
In an ideal world… Country borders wouldn’t be so arbitrary and fiercely guarded by a bureaucracy founded on the concepts of fear and scarcity.
Ellen is a self-confessed story junkie. And it’s no coincidence she’s made them her life’s work, moulding words into tales whenever she gets the chance. As a brutally efficient editor she could find an apostrophe in a comma-stack. In fact, she’s been known to have one-twelfth of an orgasm when fixing a grammatical error. Over the years, she’s written and edited sparkling marketing copy, communications, blog posts, fiction and essays for a smorgasbord of organisations and businesses, from international behemoths to local and beloved brands. When her hand cramps from gnashing the keyboard, look for her boogie boarding out the back.
When I’m not writing I’m… Editing. Or up a mountain on a windy day with snot dripping from my nose and dorky grin on my mug. Or drying out my skin in a pottery studio throwing mugs. Or sipping tea. I’m pretty into mugs.
With career highlights that include hiring a dachshund named Sergio to sniff out the best shoes at London Fashion Week, Rebecca’s pedigree in fashion and lifestyle content is unquestionable. Not surprisingly, she’s equally adept at persuading people to sniff things out, too. A highly disciplined writer, Rebecca’s slender, quick-typing fingers are the product of being schooled in piano in the way only Singaporean/Chinese parents could. Suffice to say, Rebecca is firm on her use of serial commas, and rarely hits a wrong key – on either keyboard.
When I’m not writing I… Can be found on a dog-friendly beach, preferably in Rio.
Taking out ‘Best Dressed’ at the 1984 Ringwood Bush Dance wouldn’t strike most people as an auspicious sign of things to come, but it was an early indicator of Chris’s talents as a purveyor of all things cool. After owning a Melbourne record store, Chris traded his rave pants for pinstripes and became one of advertising’s Mad Men. He’s worked around the globe, winning shiny objets d’art from Cannes Lions, New York Festivals and more. He even combined his talents and penned the lyrics for an ’80s power ballad used in a commercial. (Chris regrets that his hair bears little resemblance to Jon Bon Jovi’s.)
When I’m not writing I’m… Alternating arms pushing my daughters on the swings at the park (trying to keep each arm even).
Jason entered ad land with pens blazing, after scoring the highest copywriting marks in his graduation year. These days, he’s as comfortable doing stand-up comedy as he is sitting down to write award-winning copy. His work has seen him launch cars in Europe, write and star in a social campaign for BIC, and score big awards for a Monopoly print campaign. He’s also performed stand-up at events including Edinburgh Fringe and the Melbourne International Comedy Festival. And as if that’s not enough, he’s currently writing a book about an ill-fated, self-drive safari he took in Africa. No joke.
When I’m not writing I’m… Busting out tunes on my guitar and synth, covering diverse musical styles such as pop, rock and pop-rock.
Ever touched a theremin? If you have, you’re doing it wrong, and the best person outside Russia to point that out is Miles. Oh, you don’t know what a theremin is? That’s OK, few do, and even fewer have mastered it (‘it’ being the world’s oldest electronic musical instrument). Miles has. In fact, he’s mastered many things. With two double-major degrees and a German cheeseburger-eating title to his name, Miles needn’t even mention that he’s written for an impressively long list of reputed brands and publications, or
big-note his Sydney Opera House jam with Lou Reed. Nervous that Miles is hogging all the world’s skills and talents and that he’ll soon come for your job? We can’t assure you that he won’t.
Last seen… Composing an album on theremin and the largest Grand Romantic Organ in the Southern Hemisphere.
Thinking/listening/figuring out what your brand can say:
We write for mediums of every kind.
We’re only too happy to accept a new challenge.