Hi, my name is Ben

Senior Content Strategist

I've worked on projects for Samsung, Mazda, American Express, ANZ, Honda, Qantas, KFC, and the Australian Government.


content strategy lead @ proximity bbdo

I'm currently working with Mazda to create a new website, and overhaul their entire digital presence.



Mazda is rolling out a new website platform worldwide. I'm working on a multi-device content strategy to govern how content is created and maintained across this new platform. I'm also defining the local experience for the Australian website. Website launching Feb 2014.

My role

I'm content, copy and strategy lead. I manage a small team of writers, strategists, SEO specialists and UXers across the entire Mazda digital account.


ANZ Bank

senior content strategist, senior writer @ tbwa

I led UX and content for ANZ while at TBWA. This involved countless big and small projects.

show me


I worked on several major new products for Australia's third-largest bank, including Compare Me, ANZ Pacific Connect and a year-long content optimization and strategy program for all of ANZ.com. I also helped ANZ develop a business-wide content strategy for their future website.

My role

I covered a few key roles on the ANZ account. Some days I'd be writing product copy and building content strategies. Other days I'd be analyzing site metrics and running user testing.

i get it

Bunnings Warehouse (retail)

senior content strategist @ dt

I made Bunnings a more intuitive website so users could easily browse and discover their 200k+ products.

for real?


Bunnings is Australia's most trusted brand, but they used to have one of the country's oldest websites.
They asked us to design a new site where customers could more easily find what they need. The project involved completely rethinking how people engage with home improvement products and DIY content online.

My role

My job was to come up with a new structure and vision for Bunnings' content, and develop a strategy to govern how it will be edited and maintained.

nice work

Hooroo.com for Qantas

content strategist, ui writer @ dt

I helped Qantas develop a clever CMS to source unique facts about hotels for their new brand, Hooroo.

tell me more


Qantas saw an opportunity to sell hotel bookings using interesting travel content. To do this, we devised, designed, and deployed a whole new brand called Hooroo.
We worked for nearly two years developing and thoroughly testing this new product. I was involved in the early stages of brand ideation and content definition.

My role

I worked closely with the client and our development team to create a CMS that makes it easy for Hooroo to offer dynamic information about hotels and holiday destinations.

tell me less

American Express

content strategist, writer @ dt

I developed a suite of digital 'welcome packs' for American Express business credit cards.



'Welcome packs' are microsites that teach customers all about their newly activated cards.
AmEx asked us to design and write one for each of their small business products. The goal was to help customers make the most of their card, and provide a resource that's easily used again and again.

My role

I started by talking to users to define the content we needed to make. We then built some wireframes and started creating, testing and designing content.

i see

AAMI Insurance

senior content strategist, senior writer @ dt

AAMI is a humongous Australian insurer. I built them a better, more effective online experience.

gimme more


Along with a team of art directors and UX designers, I helped deliver a totally new digital experience for Australia's best-known insurer.
We created a new website for AAMI that's easier for their millions of customers to use. This resulted in improved sales and a reduced number of calls to their support center.

My role

I started by auditing site analytics and interviewing users. This allowed me to develop a better approach to their content, define a new site structure and come up with a set of intuitive product taxonomies.

seen enough

I'm currently a Senior Content Strategist at R/GA New York. Previously at BBDO, TBWA and OgilvyOne (DT Digital).

Thanks for checking me out! I hope you like my work. You can hunt me down on Twitter, LinkedIn, Contently or email.

This website was crafted by me in Sep - Nov 2013. I hope you like it! I used the image 'Ghost Nebula' by TylerCreatesWorlds for textures.