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Lawry Murray

Lawri Murray has spent more than 16 years in the marketing communications field, creating direct mail, newsletters, brochures, press releases, advertorials, and Web copy.

She began her writing career at top direct marketing agency Rapp Collins Worldwide/Dallas. There, she worked on the MCI/Worldcom account, writing for the company’s loyalty marketing program, and creating general B-to-C and B-to-B communications. She then moved to Temerlin McClain (now TM Advertising) where, as Creative Supervisor, she wrote for American Airlines, including writing for the AAdvantage program and AA.com. Following the tragic events of 9/11, Lawri was privileged to be chosen to write the public statement of then-CEO of American Airlines, Don Carty.

Her next agency position was as Associate Creative Director with Dieste Harmel & Partners, where she wrote marketing materials for SBC, Cingular Wireless, Pfizer, and Berlex/Mirena aimed at the U.S. Hispanic community.

In her most recent position, Lawri served as Marketing Creative Manager for HomeVestors of America, Inc., a franchise company based in Dallas. While at HomeVestors, Lawri expanded the company’s catalog of direct marketing letters from four to more than 20. She also served as editor of the company’s semi-monthly e-newsletter, oversaw the production of an annual magazine, and was heavily involved in the design and launch of a new company Web site.

As a freelance copywriter, Lawri has had the opportunity to bring her large-agency expertise to a variety of small businesses, writing Web copy for the Law Offices of Williamson & Williamson; creating marketing materials for startup company OnCol; writing ads and advertorials for Ebby Halliday Realtor® Angela Downes; and creating press releases, e-mails, and Web copy for her own company, Noesis. She has also expanded into journalistic territory, writing a fashion column for Society Life magazine.

Prior to her career as a writer, Lawri worked as a proofreader for a Fort Worth-based typesetting firm, where she acquired a knowledge of typography that is rarely seen even among graphic designers, much less copywriters. “I was fortunate to get to work in typesetting just as desktop publishing was taking off, and learn the fine details of creating truly typographically correct copy,” explains Lawri. “The skills I acquired there aren’t even taught to graphic designers anymore, which is a shame, because it’s those little typographic details that can transform a piece that looks like it was done in-house into a polished, professional-looking marketing vehicle.”