Longform doesn't have
to mean long-winded
Absa
At Wunderman Thompson, I partnered with Absa — one of Africa’s largest commercial banks — to create blog content that brought clarity to complex financial topics. With a focus on demystifying everything from the budget speech to understanding Absa's impact on the city, I conducted deep research and, where needed, in-person interviews with internal experts to ground each piece in real insight and real-world relevance.
A spotlight on Absa’s efforts to improve safety in Johannesburg’s CBD through targeted community partnerships and infrastructure upgrades. This blog showcased my ability to bring a corporate initiative to life with a human angle — weaving in place-based storytelling, brand positioning, and the impact of long-term investment in public spaces.
An accessible intro to Absa SmartPay — a digital payment solution designed to help small businesses get paid faster, easier, and more securely. This blog walked business owners through the benefits without the banking jargon.
A pre-Budget breakdown featuring expert predictions from Absa’s Chief Investment Strategist. This blog helped readers understand what to expect from #Budget2019 — from tax changes to spending priorities — and encouraged them to take ownership of their personal finances before the national announcements landed.
A quick, digestible breakdown of South Africa’s 2019 national budget — what changed, what didn’t, and what it all meant for everyday South Africans. From tax tweaks to spending shifts, this blog made the jargon make sense.
A lively recap of the 2019 Premier Soccer League Awards, spotlighting standout players, memorable moments, and what the wins meant for South African football. This piece captured the energy of the night while bringing fans closer to the stories behind the stats.
Longform, in many forms
I’ve also contributed to blogs for Come Wine With Us, World Leisure Holidays (WLH), Flight Centre, and Flight Centre Youth Travel — yes, I know every possible way to describe an azure ocean or a cocktail with a view.
Beyond blogs, I’ve written SEO-optimised web copy for Come Wine With Us, WLH, Cruiseabout, and MSC Cruises.
And like seemingly every writer in the industry, I once ran a blog of my own — covering cars, comic books, restaurants, and movie reviews.