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MICHAEL ROSEN

SENIOR COPYWRITER
Hi! I’m Michael Rosen, a versatile, award-winning Senior Copywriter with a 15-year career in print, dm and
interactive at leading agencies in San Francisco and London, as well as client-side. In addition to copywriting,
I’ve extensive client-facing and project management experience. Please check out my work, and don’t
hesitate to contact me at rosenwriter@gmail.com or 415-695-7704 / 359-6038. Thanks!

Agencies Selected clients

San Francisco Bank of America


Euro RSCG Barclays Global Investors (iShares)
FCB Direct West Blue Shield of California
Cohn & Wells Credo Mobile
Kessler Pacific GE
San Francisco Zoo
London Varilux
Burnett Associates Visa
Joshua (Grey Integrated) Washington Mutual Bank
Sheard Thomson Harris Wells Fargo
Streets Financial Women’s Initiative
YMCA of San Francisco
Awards
UK
British Direct Marketing Awards AirMiles
MIXX Awards Autodesk
Echo Awards Barclays Bank, Barclays Stockbrokers
John Caples International Finalist Cable & Wireless
Pioneer Awards Greenpeace UK
Professional Fundraising Awards Insight Investment (Royal Bank of
International Fundraising Workshop Awards Scotland)
FTSE
London Eye
Norwich & Peterborough (S&L)
Royal Mail
Zurich Bank
Any company can tell you what’s wrong with
today’s investment market.

Plan B. But only Insight offers you Loss Limiter.

Insight’s Accelerated Investment Plan.

After years of poor market returns, your clients need a plan that works if there’s a recovery and
No-one can stop markets from falling. But unlike other companies, Insight helps lessen the pain
works if there isn’t. Insight Investment’s new Accelerated Investment Plan. Over its six-year term, it if they do. If your investment drops below a set level, our unique Loss Limiter is automatically
multiplies any FTSE 100 recovery by five (up to a maximum return of 70%) with full capital repayment triggered – and your money transferred to a lower risk fund. Which means that even in today’s
unless the FTSE 100 falls by half. And if recovery’s even quicker than expected, the investment gains markets, Insight investments have some peace of mind built in from the start.
will be cashed in early. So whatever path the markets take, at least you now have a plan. For more information please contact your financial adviser. Alternatively, call Insight on
Call us on 0845 600 1787 for an information pack, or visit www.insightinvestment.com 0845 777 2233 quoting TBB or visit www.insightinvestment.com.

The value of investments and the income from them can fall as well as rise and you might not get back the amount invested. Full details of the
nature of Insight's Accelerated Investment Plan, the risks associated with it and the commitment required are described in theKey Features
Document. Issued by Insight Investment Funds Management Limited. Authorised and Regulated by the Financial Services Authority.Calls may Loss Limiter is only available in certain circumstances - please see our Key Features document for further details. If Loss Limiter is triggered, your investment is still at risk.
be recorded. This advert is aimed at Investment Professionals and should not be used or relied upon by private investors. The value of investments and the income from them can fall as well as rise and you may not get back the amount invested. Issued by Insight Investment FundsManagement
Limited. Authorised and regulated by the Financial Services Authority. Calls may be recorded.

Insight Investment (part of Royal Bank of Scotland), UK

Two print ads from a large multimedia campaign launching and branding this
stockbroking arm of the Royal Bank of Scotland. The launch coincided with the
last stock market bust, and most concepts led with Insight’s solutions. rosenwriter @ gmail.com
415 359-6038 / 695-7704
iShares, from Barclays Global Investors

iShares are exchange-traded funds, allowing professional and individual investors


easy access to precise markets. For over two years I wrote their emails and online
advertising, including static and animated banners, and sections of their website. rosenwriter @ gmail.com
415 359-6038 / 695-7704
It’s checking, with
everything on it.

Welcome to WaMu Protection Plus

What if your bills could


pay themselves?

WaMu

For nearly three years, I wrote DM, collateral, banners and more for Washington
Mutual’s retail banking, home loans and credit card divisions, plus B2B pieces too.
I have plenty more samples from all of these lines of business – just ask! rosenwriter @ gmail.com
415 359-6038 / 695-7704
Norwich & Peterborough, UK (Savings and Loans)

This work won our agency the business for this British S&L. A dramatic departure
in look and tone, we focused on the customer benefits of the organization’s proud
lack of shareholders. rosenwriter @ gmail.com
415 359-6038 / 695-7704
final_poster-rev1 7/21/06 9:35 AM Page 1

THE KEY TO YOUR LEXUS


Vehicles Service Accessories

The Lexus Pursuits Visa


®

Offers exclusive benefits including dealer service, parts, accessories,


and up to 10% off your next new purchase or lease.
Ask a Lexus Consultant LexusPursuits.com

Terms and conditions apply

Lexus Pursuits Visa card / USBank

The Lexus Pursuits Visa card offered cardholders the chance to earn Lexus
rewards, including a new Lexus. I positioned the card as the key to your next
Lexus, accelerating your ownership dreams. rosenwriter @ gmail.com
415 359-6038 / 695-7704
Zurich Bank UK

Zurich Bank aggressively marketed itself as a more rewarding alternative to


Britain’s Big Four high street banks, using comparative ads and mailers like these.
I also wrote a number of dm pieces for Zurich’s insurance division. rosenwriter @ gmail.com
415 359-6038 / 695-7704
Wells Fargo rewards credit cards

Activation mailers for Wells Fargo’s range of credit card rewards programs.

rosenwriter @ gmail.com
415 359-6038 / 695-7704
Blue Shield of California

A DM pack aimed at the Medicare supplement market, one of a number of


projects I wrote for Blue Shield of California while working at the dm agency
Cohn & Wells in San Francisco. rosenwriter @ gmail.com
415 359-6038 / 695-7704
Dreams come true with the new
Better Homes and Gardens Rewards MasterCard ®

❧ Home and garden rewards and gift cards


❧ Cooking seminars and other exclusive events
❧ Discounts up to 50% on home products
❧ Access to prescreened contractors and more

It’s the stuff dream homes are made of.


Apply at BHGMasterCard.com or call 1.800.555.5555 now!

Optimus utilitas apparatus bellis divinus iocari incredibiliter fragilis saburre, semper Augustus adquireret umbraculi. Fiducias agnascor tremulus ossifragi. Octavius miscere suis.
Saburre iocari umbraculi, quamquam oratori lucide deciperet gulosus suis, semper ossifragi vocificat satis adfabilis quadrupei, quod vix lascivius saburre deciperet syrtes, etiam
agricolae suffragarit adlaudabilis concubine.

Better Homes and Gardens / WaMu

As well as writing copy for existing WaMu customers, I helped the bank pitch for
new credit card affinity partners. These concepts, aimed at female homemakers,
are part of a pitch for the proposed Better Homes & Gardens rewards credit card. rosenwriter @ gmail.com
415 359-6038 / 695-7704
Varilux lenses

Marketing to optometrists, the piece on the left was a simple, graphic full-page ad;
the right was a flyer incentivizing Varilux sales, offering entries into a drawing to
win a vacation. rosenwriter @ gmail.com
415 359-6038 / 695-7704
!"#$$%&'()*+,-.-/$0123)334566578339.::3;<33;#=13)

Get the card that brings you the world’s greatest entertainment rewards

20th Century Fox brought you new classic movies like Titanic, Alien, The Devil Wears Prada and Juno—
and great TV shows like King of the Hill, Arrested Development and Buffy the Vampire Slayer. Now, Fox offers
you another hit release: the new Fox Entertainment Rewards Visa card. Use the card and earn rewards like
visits to Fox TV sets, VIP studio tours, tickets to award shows and other once-in-a-lifetime experiences—
like getting yourself written into an episode of Family Guy! Or, use your points for top-of-the-line home theater
equipment, DVDs, and movie memorabilia. You can choose from travel, shopping and dining rewards, too. And you even get to pick
a card design that features your favorite Fox show or movie. Now, that’s entertainment!

Fox Entertainment / WaMu

Another affinity project for Washington Mutual credit cards: the new Fox
Entertainment Rewards credit card. The concept was based on Fox’s heritage of
classic movies and shows. rosenwriter @ gmail.com
415 359-6038 / 695-7704
The London Abovetheground.

ba-london eye com

No delays, no congestion, all zones. There’s less waiting mid-week – and you can book online.

The no-rush hour.

ba-london eye com

There’s less waiting mid-week – and you can book online.

The eye at night.

ba-london eye com

See the entire city from the Eye. There’s less waiting in the evenings – and you can book online.

The London Eye, UK

London’s most popular tourist destination, the British Airways London Eye, carries
visitors high above the city. These billboards and online banners, some playing on
the name and dodgy reputation of the London Underground transit system,
rosenwriter @ gmail.com
advertised crowd-free ways and times to travel. 415 359-6038 / 695-7704
Working Assets Long Distance (now Credo Mobile)
DM, print ads and flyers for the socially-aware telephone company. A percentage
of the bill is forwarded to progressive causes, and the bills are also newsletters.
Thus the concept that your phone calls - and bills - can change the world. rosenwriter @ gmail.com
415 359-6038 / 695-7704
Help the Aged, UK

Parts of two fundraising mailers – top and bottom left for Alzheimer’s, supported
by Dame Judi Dench, and the one on the right raising money and awareness on
the topic of the isolation of seniors during the holidays. rosenwriter @ gmail.com
415 359-6038 / 695-7704
San Francisco Zoo

This was fun. Part of an invitation to a fundraising dinner for a new “Jungle on
Wheels” habitat, designed to make the wild cats at SF Zoo feel more comfortable.
rosenwriter @ gmail.com
415 359-6038 / 695-7704
Greenpeace UK

Greenpeace UK was probably my most rewarding client. Every fundraising mailer


and ad doubled as a piece of campaign literature. Above are sections of a d.m.
pack highlighting the destruction of habitats caused by the mahogany business. rosenwriter @ gmail.com
415 359-6038 / 695-7704
AutoCAD UK

AutoCAD are world leaders in computer-aided design software for architects.


I wrote many of AutoCAD’s British print ads and collateral a few years ago.
rosenwriter @ gmail.com
415 359-6038 / 695-7704
An investment that transforms
At Women’s Initiative, our vision is that every woman will know
that she has the power to build assets, provide for her family, and entire communities
achieve prosperity. No woman who has a viable idea for a small
business, or the determination to pursue that idea by participating
in a thorough business training program, will ever have to face
starts with you
economic insecurity again.

If you share our vision, please join us.

1398 Valencia Street


San Francisco, CA 94110
tel: (415) 641–3460
fax: (415) 826–1885
WomensInitiative.org
InvestorsForGood.org
I N V E S TO R S F O R G O O D

Women’s Initiative, San Francisco

A non-profit that runs training courses for women living in poverty, helping them
run their own businesses. On the left, a report celebrating 20 years of helping
thousands of women; on the right, a fundraising piece to high-income donors. rosenwriter @ gmail.com
415 359-6038 / 695-7704
YMCA San Francisco

Plenty of kids here in San Francisco have no chance of taking even a short
vacation. This mailer asked for $57 to offer one child a place at a three-day
YMCA summer camp. rosenwriter @ gmail.com
415 359-6038 / 695-7704
“Michael is a great “He has a keen strategic
copywriter, plain and mind which enables him
simple. He's fast, prolific, to quickly grasp even the
and pays attention to most complicated of
detail. On top of it all, project briefs and above
he's a pleasure to work all else he is a highly
with. I highly recommend articulate communicator.
him.” Work with him - you
won't regret it.”

Michael Rosen, Senior Copywriter

If you have questions or would like to see more samples of any specific kind of
work please call me at either of the numbers to the right, or email me, anytime.

If you’d like to know more about my background and references, visit rosenwriter @ gmail.com
http://www.linkedin.com/in/michaelrosenwriter. 415 359-6038 / 695-7704