Hugo McEwen – copywriter with fourteen years experience of working with many of the leading businesses and brands in Sweden.

Born and educated in the UK, Hugo has previously had two novels published in Britain, and has written for national newspapers and glossy magazines there. Since moving to Sweden in 2001, Hugo has written copy for companies as diverse as Peak Performance, SCA, Metro International, Husqvarna, Oriflame, Navetti AB and Fjälljakt Professional Nordic Hunting, for the Web, internal and external communications, major reports, as well as advertising.

Reports for which Hugo has written the copy have twice won the Swedish Publishing Prize in the Report category.

It is Hugo’s overriding obsession that all copy, however technical, complicated or business-oriented, should be clear, concise and easy to read. “If you’ve lost the reader by the third sentence, you’re wasting your time and the clients are wasting their money.”