MESFIN WOLDETINSAE ASCHALEW
Senior Copywriter | Creative Director | Brand Storyteller
Addis Ababa, ET.About
A highly accomplished Senior Copywriter and Creative Storyteller with over 15 years of experience across advertising, media, and cultural industries in Ethiopia. I excel at translating complex brand strategies into compelling narratives, sharp Amharic copy, and impactful campaigns that resonate deeply with local markets while achieving significant brand growth and market penetration. My expertise spans creative direction, transcreation, and content strategy, consistently delivering award-winning results for leading national brands.
Work
Addis Ababa, Addis Ababa, Ethiopia
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Summary
Directing comprehensive content strategies and brand storytelling initiatives for a leading communications agency, driving market impact and brand resonance for key clients, including a major telecom actor.
Highlights
Developed and launched the #1Wedefit (One Move Away) campaign for Safaricom Ethiopia, successfully establishing their brand as a promising telecom actor in the Ethiopian market.
Led the impactful #Andegna campaign, championing women empowerment through strategic partnership with the Great Ethiopian Run, significantly enhancing Safaricom's social responsibility profile.
Oversaw the full content lifecycle, from conceptualization and scriptwriting to final production, ensuring brand consistency and strategic alignment across all client deliverables.
Addis Ababa, Addis Ababa, Ethiopia
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Summary
Providing strategic marketing and creative consulting services, guiding clients through brand development, campaign optimization, and market positioning to achieve their business objectives.
Highlights
Advised clients on effective marketing communication strategies, resulting in enhanced brand visibility and improved campaign performance.
Developed tailored content strategies and creative briefs that aligned with client business goals and target audience demographics.
Provided expert guidance on Amharic and English copywriting, ensuring cultural relevance and linguistic precision for diverse marketing initiatives.
Addis Ababa, Addis Ababa, Ethiopia
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Summary
Co-founded and led the creative vision for a dynamic communications agency, overseeing strategic campaign development, brand identity, and content execution for a diverse client portfolio.
Highlights
Directed the successful #BeMelaEnifka marketing campaign for BGI Ethiopia (St. George Beer), significantly boosting brand engagement and market presence.
Led creative content development for St. George Beer's cultural platform, #Adey, enhancing brand connection with local cultural values and traditions.
Crafted and executed a highly successful Go-To-Market (GTM) campaign for Mekelesha Seasoning, effectively merging Ethiopian spice tradition with the Sheno Lega flavor to drive product adoption.
Developed and delivered award-winning campaigns for prominent brands including Ethiocement, Dashen Bank, Meta Beer, Ambo Wuha, Diva Soap, and MBirr, driving measurable brand growth and consumer engagement.
Addis Ababa, Addis Ababa, Ethiopia
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Summary
Crafted compelling advertising copy and engaging content for a range of clients, contributing to successful marketing campaigns and brand communication efforts.
Highlights
Developed persuasive Amharic and English copy for advertising campaigns across print, digital, and broadcast media, driving client messaging effectively.
Collaborated with creative teams to conceptualize and execute innovative content solutions that met strategic objectives and resonated with target audiences.
Contributed to the creation of brand slogans, jingles, and promotional materials, enhancing brand recall and market presence for various clients.
Addis Ababa, Addis Ababa, Ethiopia
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Summary
Produced engaging and informative content for various communication channels, supporting client marketing and public relations initiatives.
Highlights
Authored diverse content, including articles, press releases, and website copy, ensuring clarity, accuracy, and adherence to brand guidelines.
Researched industry trends and client requirements to develop relevant and impactful content that informed and engaged target audiences.
Supported content strategy development by identifying key messaging opportunities and contributing to editorial planning.
Addis Ababa, Addis Ababa, Ethiopia
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Summary
Managed internal and external communications, fostering engagement and promoting organizational initiatives to youth audiences and stakeholders.
Highlights
Developed and disseminated communication materials, including newsletters and reports, to inform members and partners about organizational activities.
Coordinated public relations efforts and events to raise awareness for youth empowerment programs and initiatives.
Managed social media content and engagement strategies to connect with a broader youth audience and promote organizational values.
Awards
HOHE Literary Award Shortlist
Awarded By
HOHE Literary Award Committee
Shortlisted for the prestigious HOHE Literary Award for the self-published work 'Kibb Lifat', recognizing significant literary contribution.
Publications
Languages
Amharic
English
Afaan Oromo
Skills
Creative Strategy & Brand Development
Brand Storytelling, Campaign Development, Creative Direction, Transcreation, Naming, Slogans, Jingles, Marketing Communication.
Content Creation & Production
Copywriting (Amharic & English), Content Strategy, Scriptwriting, Photography, Documentary Production, Lyricism, Poetry.
Project & Campaign Management
Go-To-Market (GTM) Strategy, Campaign Leadership, Client Management, Cross-functional Collaboration, Market Research.
Digital & Traditional Media
Advertising, Media Strategy, Public Relations, Social Media Content.