Roger McGrath 
Senior Copywriter | Dublin, Ireland | | +353 863047635 | | LinkedIn
Personal profile
Highly creative copywriter with 16+ years of experience crafting award-winning copy for diverse brands like Google, VW, and Pfizer. Helped to make Redbreast’s Dream Cask become one of the world’s fastest selling whiskeys (selling out in just six hours). Won awards such as ‘best use of small budget’ and ‘press ad of the year’. Proven ability to develop engaging content that connects with audiences and drives conversions. Thrives in collaborative environments and brings a positive, results-oriented approach to every project.
16+ years crafting impactful copy for brands that range from tech giants to start-ups and FMCGs, both in agencies and in-house. Developed strategic copy that resonates with audiences across all media formats, from TV ads to social media campaigns. Partnered with top Irish ad agencies and renowned design firms on projects of various scales. Excellent experience gained working at Media.Monks over a three-year period for tech brands and also possesses a wide mix of experience with world-class creatives in Ireland and beyond.
Career to date
Senior freelance copywriter 2014 to 2024 (agencies worked for include):
Accenture Creative
Zoo Digital 
Cogs & Marvel 
JWT Folk 

Brands whilst freelancing include:
Google EMEA and global, Redbreast, TikTok, Spot Whiskeys, JUST EAT, Food Safety Authority of Ireland,, Irish Heart Foundation, YouTube, LinkedIn, ESB Energy, Accenture, Go For It NI, Zurich, Energia, Bord Gáis, Electric Ireland, FAI, Kinetica, the GAA, Grant Thornton, Pointy, Lyons Tea, Single Post Still, CityJet, FBD Insurance, Jameson, Samsung, VW.

Rothco | Copywriter 2012 - 2014 
Clients include: Dublin Bus, Meteor, Liberty Insurance, Pfizer, Woody’s, Hailo, FRUICE, The Irish Times, Samsung, AIB.

Owens DDB | Copywriter 2010 - 2012
Clients include: VW, Škoda, KBC Bank, Johnston Mooney & O’Brien, Yellow Tail, SEAT.

Bloom Advertising | Cawley Nea | Boys + Girls | Copywriter (Freelance) 2010
Clients include: JUST EAT, Ballygowan, John West, McDonalds.

McConnells | Junior Copywriter 2008 - 2010
Clients include: One Family, Irish Rail, DIT, Innocent Smoothies.
Skills and competencies
Campaign development: Constantly sharpening my knowledge skills to find innovative solutions for businesses, such as growing a brand’s followers online to creating impactful real-life installations. Generating creative campaigns that have led to recognition such as Lürzer's Archive Magazine (International) Feature for John West and best pharmaceutical campaign of the year for Pfizer.

Content expertise: Attracted significant follower growth for an array of businesses. Worked with TikTok to create case studies and best practices for success. Has an excellent and deep understanding of online branding and the importance of staying agile and on trend.

Adaptability: Successfully tackled diverse projects, from crafting B2B emails for Google to writing TV scripts and name generation. Valuable experience gained over the years with the behavioural science principles and creative know-how to work across all channels.

Excellent interpersonal skills: Collaborative, flexible, and hard-working. Passionate about creating impactful advertising and fostering a positive work environment. Strives for excellence while maintaining a team-oriented approach. Continuously seeks to learn and grow from both experienced and new colleagues.
Digital Media Awards Best Creative Work nominee x2 
Digital Media Awards Best Brand nominee 
Silver ICAD (Irish Creative Advertising & Design) 
Marketing Campaign of the Year (Pharmaceutical) 
NNI (National Newspapers Of Ireland) Press Ad of the Year 
Love Radio Ad of the Month 
Best Ads On TV (Global) Ad Of The Week 
Lürzer's Archive Magazine (International) Feature 
Best Use Of Small Budget APMC awards
Various other commendations and nominations in ICAD and Shark Awards.
Educational qualifications
Master of Arts in Creative Advertising, Technological University Dublin (2007 - 2008)
Bachelor of Civil Law (International year: Sydney), University College Dublin (2002 - 2005)

Excellent references available upon request.
Back to Top