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Hi! I’m Michael Rosen, a multiple award-winning Senior Copywriter with over 15 years experience working in
all media at agencies in San Francisco and London, as well as in-house. I hope you’ll enjoy looking at a few
examples of my work on the following pages. Contact me at or 415-695-7704.

These are the agencies I’ve worked for: And these are some of my clients:

San Francisco Bank of America
Cohn & Wells Barclays Global Investors (iShares)
Euro RSCG Blue Shield of California
Foote, Cone & Belding Direct West GE
Kessler Pacific San Francisco Zoo
London Visa
Burnett Associates Washington Mutual Bank
Joshua (Grey Integrated) Wells Fargo
Sheard Thomson Harris Women’s Initiative
Streets Financial Working Assets Long Distance
YMCA of San Francisco
And some awards my work has won:
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)
London Eye
Norwich & Peterborough (S&L)
Royal Mail
Zurich Bank
Working Assets Long Distance

rosenwriter@ DM, print ads and flyers for the socially-aware telephone company. A percentage of the
bill is forwarded to progressive causes, and the bills double as political newsletters.
Any company can tell you what’s wrong with
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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 huge multimedia campaign launching and branding this stockbroking
arm of a leading UK bank. The launch coincided with the last stock market bust; much of
our messaging addressed this directly.
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, as well as chunks of their website. Ask for more samples!
It’s checking, with
everything on it.

Welcome to WaMu Protection Plus

What if your bills could
pay themselves?

Washington Mutual

For nearly three years, I wrote DM, collateral, ads, banners and more for WaMu’s retail
banking, home loans and credit card divisions. I have many more samples, from all of
these sectors, that I can send you–don’t hesitate to ask.
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 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 WaMu to pitch for new
credit card affinity partners. These ad concepts are part of a pitch that WaMu made for the
proposed Better Homes and Gardens rewards credit card.
Greenpeace UK

Greenpeace UK was probably my most rewarding client of all. Almost every mailer and ad
doubled as a piece of campaign literature. Above are sections of a mailer raising funds and
awareness to fight the destructive trade in mahogany.
Help the Aged, UK

Parts of two fundraising mailers. Bottom left and center raised money for Alzheimer’s Disease
research, with an endorsement from Dame Judi Dench; top and bottom right are part of a pack
requesting funds to help isolated seniors get together with others during the holidays.
An investment that transforms
At Women’s Initiative, our vision is that every woman will know
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achieve prosperity. No woman who has a viable idea for a small
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starts with you
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If you share our vision, please join us.

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Women’s Initiative, San Francisco

Women’s Initiative is an admired and successful non-profit that runs training courses for women
living in poverty, helping them to start and run their own businesses. I had the privilege of writing
many of their fundraising pieces and other collateral for more than two years.
Zurich Bank UK

Zurich Bank aggressively marketed itself as a more rewarding alternative to Britain’s Big
Four high street banks, using ads and mailers like these. I also wrote a number of mailers
for its insurance division.

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 / WaMu

rosenwriter@ Another affinity project for Washington Mutual credit cards: the new Fox Entertainment
Rewards Credit Card. Media included DM and online.
Lexus Pursuits Visa card / WaMu

WaMu’s Lexus Pursuits Visa card offered cardholders the chance to earn Lexus rewards,
including a new Lexus. Here I positioned the card as the key to your next Lexus,
accelerating your ownership dreams.
Wells Fargo rewards credit cards

rosenwriter@ Newsletters, activation DM, cross-sell and more for Wells Fargo’s range of credit card
rewards programs.
Norwich & Peterborough, UK (Savings and Loans)

rosenwriter@ This work won our agency the business for this British S&L. A dramatic departure in look
and tone, we focused on the benefits of the organization’s proud lack of shareholders.
San Francisco Zoo

This was fun. Part of an invitation a few years ago to a fundraising dinner for a new
$1million “Jungle On Wheels” habitat, designed to make the wild cats feel more
comfortable at San Francisco Zoo.
Varilux lenses

rosenwriter@ Marketing to optometrists, the piece on the left was a striking full-page ad, while the right
was a flyer incentivizing Varilux sales, offering entries into a drawing to win a vacation.
Blue Shield of California

A postcard mailer for one product and part of a DM pack for another, these are two of a
number of projects I wrote for Blue Shield of California while working at Cohn & Wells in
San Francisco.
rosenwriter@ I wrote a lot of AutoCAD’s British print ads and collateral a few years ago. AutoCAD are
world leaders in computer-aided design software for architects.
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 attraction, 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, advertised crowd-free ways to travel.
YMCA San Francisco

Right here in San Francisco there are plenty of kids who don’t have a chance of taking
even a short vacation. This YMCA mailer asked for $57 to offer one child a place at a
three-day YMCA summer camp.
Michael Rosen, Senior Copywriter

rosenwriter@ Give me a call at 415-695-7704, or drop me a line anytime at

415-695-7704 I look forward to hearing from you!