Hello, I’m Greg McIvor, Cloudfish founder and lead copywriter. My writing career began as a young journalist in London in 1989. A move to Stockholm as Nordic correspondent for the Guardian initiated a long love affair with Sweden. There, I went on to work for the Financial Times and also to write for the Economist.
After moving into copywriting in 2001 I went on to found Cloudfish. Today I work with a broad portfolio of brands and businesses – from multinationals to agencies and smaller niche clients. Most are based in Sweden, Denmark and the UK.
All share one thing in common: a commitment to crisp, concise communication in polished English.
I will always be the person you speak to when you get in touch. For larger projects, we have a small team of talented freelancers who ensure that Cloudfish always meets your needs and deadlines.
If required, I can attend your location for meetings or on-site project work. Often, standard videoconferencing and other digital tools are sufficient for most project needs.
Why, you may ask, are we called Cloudfish? The cloudfish is a hardy coldwater fish that at first glance looks unremarkable but which, on closer inspection, exhibits a colourful and intricate scaled pattern.
We think this is the perfect metaphor for good content writing – deceptively simple but carefully crafted and rich in nuance.
Otherwise known as white cloud mountain minnow, the cloudfish is a member of the carp family (Cyprinidae) and often kept in aquariums.