For humans.






Brand story: Every business has a story. What’s yours?

Brand positioning: You’re different. Let’s demonstrate how.

Brand values: Your beliefs and how you live up to them.

Brand archetype: A story-led shortcut to shape your brand.

Tone of voice: It’s what you say but also how you say it.

Personal brand: What makes you, you.

Workshops: Helping you and your team do it yourselves.


Copywriting: Persuasive, audience-centric copy.

Brandwriting:  Clear, engaging brand copy. Typically includes website content , brand story, scripts, product, and copyediting.

Content strategy: How to leave your audience wanting more.

Digital content: Reader-friendly copy. Case studies, ebooks, blogs, newsletters and social copy.

Editorial: Interviews, feature articles for your social channels and op-eds.

What Now?


Leona McDaid is a copywriter and content consultant.

She has experience in:  copywriting, copyediting, journalism, online publishing, print publishing, native advertising, PR, social media and lecturing.

She has worked on copywriting, content creation or communications projects for the following brands:

B2C: McDonald’s, hmv, Failte Ireland, the Wild Atlantic Way, Dublin Cookery School, Fingal Tourism, Swatch, Brown Thomas, H&M, Dyson, Manley, Edge Only, Theo & George and Pure Oskar.

B2B: Salesforce, Enterprise Ireland, Tableau, eir, BT and Hoxby.

These days she works with a tight knit roster of clients, hosts workshops and collaborates with agencies and creatives to craft copy for emerging and established brands.    



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“From the outset, Leona had a very clear strategy for the brand development of Pure Oskar. From insights around name development, to brand positioning and then working with us to build our brand story, right through to content development and campaign planning, Leona is a very focused, yet creative strategic thinker. I’d highly recommend whathappensnext to any business owner seeking expertise in shaping their brand.”

Magda Seymour 

Co-Founder and Creative Director Pure Oskar


“I’ve dealt with Leona on several occasions and she stands out amongst her peers. She is highly competent, efficient and results oriented. She understands the media landscape and content creation, inside out.”


John Meagher

Journalist, Irish Independent

“I had the pleasure of working with Leona a few times, mostly on the Wild Atlantic Way, a massive operation that brought our radio show along the West of Ireland. She’s a consummate professional and I look forward to working with her again soon.”


Ryan Tubridy

Broadcaster, RTE

“Leona brings her creativity and ingenuity to our Masters programme. The students benefit from her “real world” application of theories. She is passionate about giving students exposure to industry events such as OFFSET. In summary, she really brings the course content to life and is a highly engaging and inventive trainer.”


Aine McManus

Head of Faculty, Graduate Business School, Griffith College Dublin

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