Meet Rich, our Senior Copywriter

Rich joined AXD in January 2026 and brings a wealth of experience in B2B copywriting. Get to know Rich and his role at the Agency.

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Please share with us your experience, and what brought you into B2B copywriting?

I’ve been a professional copywriter for 7 years now, starting at a recruitment advertising agency in London then moving on to Ogilvy and Saatchi & Saatchi. I started writing for B2B clients at Ogilvy and really enjoyed the challenge of getting my head around complicated industries that I previously knew nothing about. That was in 2021 and I’ve been writing in B2B ever since.

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What makes great B2B copy stand out from the rest?

It all boils down to making complex topics as simple as possible without losing nuance or meaning. But, at the end of the day, the same golden rule applies to any kind of copy: it has to matter to the audience.

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What are you most excited about working on with the team here?

New clients, new industries! I’m excited to learn more about electronics, iGaming, automotives and a lot more besides.

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What’s one hobby, habit or goal you’re currently working on?

Getting fitter! After many years of neglecting my health, I’m now exercising more, eating better and sleeping better. Turns out when you do these things, you feel better — incredible stuff.

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How do you like to spend your time outside of work?

I love pretty much anything related to arts and culture, particularly film/TV and live comedy. I’m also big on reading, cooking, gaming, history and languages.

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Share with us something exciting on your bucket list?

This year I’m hoping to finally visit China, which been a growing interest for a few years now. Amazing food, a stunning landscape and 5000 years of history — what more could you want?

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Contact Rich or learn more about our copywriting services here.