Senior Concept Copywriter - NMU -GCS

The New Media Unit (NMU) is part of the Government Communication Service (GCS) and sits within the Cabinet Office. The NMU was established in November 2024 with the clear goal to reach, connect and rebuild trust with audiences in the most effective way possible. Our aim is to provide the public with relevant, useful, authentic content when and where they want to receive it and communicate in an entirely new way. The government has signalled a clear intention to focus on ambitious, measurable, long-term objectives that deliver better outcomes for citizens.

This requires a new way of doing government which is more joined-up and better reaches the public to build awareness, understanding and trust in the government’s missions. The NMU is a critical lever in achieving these long-term aims, bringing together the specialist skills required to reach citizens with content they want to consume at a time and place they want to consume it.

The team is evolving, and works in an agile way proactively delivering on priority campaigns and responding to nation‑wide communications. We need people who think differently and who can respond to the ever‑changing media landscape. At its core this team is focused on flexibility and collaboration across the three pillars (Strategy, Campaign and Creative), working closely with the GCS Strategy & Campaigns and Applied Data & Insight teams, alongside No 10 and departmental communication teams across government.

This is a really exciting time to be joining the NMU as we look to expand our activity, test and learn different approaches and deliver communications which make a difference to citizen’s lives. This is a rare chance to be part of something truly ground breaking, where your ideas will directly influence the future of digital communications at the heart of government.

What we’re looking for

We need outstanding specialists in digital design, copy writing and content production, who have a high level of expertise, will put audiences at the heart of everything they do. We're seeking innovative minds and creative talents to help craft our evolving vision. This is a unique opportunity to grow, learn and share your talent with a team of diverse experts with passion and a genuine curiosity to innovate government comms. Most importantly, we want people who care about delivering outstanding communication for the public.

As a Senior Concept Copywriter (SEO), you will be the narrative voice of the NMU’s creative engine. You will work within a "Concept Team," partnered with an Art Director, to generate the big ideas that drive our campaigns. We are welcoming applications from individual Copywriters looking for a new partner, or established creative teams (Copywriter + Art Director) who wish to join together.

In this role, you will move beyond standard drafting. You are here to ideate. You will turn complex government priorities into human stories, writing scripts that hook attention in the first three seconds and headlines that stop the scroll. You will work across paid social, creator briefs, and integrated campaigns.

Responsibilities & Duties

• Conceptual Ideation: Work alongside your Art Director partner to brainstorm and develop "big ideas" for social‑first campaigns. You will turn briefs into creative concepts, focusing on the narrative arc and the "hook."
• Scriptwriting & Storytelling: Write compelling scripts for video content (Shorts, Reels, TikToks, Long‑form). You understand pacing, tone, and how to write for the spoken word, ensuring the message lands without sounding like a press release.
• Social‑First Copy: Craft "native" copy for all platforms. You know how to write a LinkedIn post that sparks debate, an Instagram caption that drives engagement, and a TikTok text-overlay that adds context.
• Creative Presentation: Articulate the narrative journey in pitch decks. You will write the "manifesto" or the "script" that sells a brave creative concept to senior stakeholders, helping them visualize the story.
• Tone of Voice: Act as a guardian of the NMU tone—authentic, accessible, and transparent. You will strip away jargon and ensure every word rebuilds trust with the audience.
• Production Oversight: Collaborate with editors and producers during the edit, ensuring the voiceover, subtitles, and pacing match your original script and vision. Travel to London for team/client/stakeholder meetings and presentations will be required on a regular and ad‑hoc basis.

The New Media Unit and Cabinet office cover all areas of government: your role will require you to work across a variety of portfolios including but not limited to: economic growth, the NHS, safer streets, barriers to opportunity, clean energy, strong foundations and secure borders.