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Hoolet whooo services

Who is Hoolet?

Well, Hoolet is the Scots word for owl.

Wise and with an all-seeing eye, the owl has the perfect perch for perspective with an absolute focus on what needs to be done.

See what we did there?…

Hoolet was established by Joanna Fraser, as a flexible collaborative consultancy that encourages businesses to look at their whole picture.

An innate strategic thinker, her unique background of experience, industries and skills mean she can always see the vision, make it happen and get everyone on board.

Joanna spent 15 years in journalism, learning the craft of story-telling and ways to grab the attention.

Then she moved into corporate communications, helping many businesses build their brands, developing tailored external, internal and ESG corporate responsibility strategies.

Working with a network of specialists, the Hoolet team understands when to talk, when to listen, when to let ideas fly and when to focus.

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About Joanna

Starting in weekly newspapers, Joanna worked in print journalism for many years, in positions as diverse as the back-bench sub editing team and running the picture desk. 

After 10 years at the Press & Journal, she moved south to work for the BBC. There, she used her skills to coach translators in the art of story-telling as they monitored news across the globe.

Back in Aberdeen, she moved into the world of corporate communications.

“It was a very different world from journalism,” she says, “and to start with, I missed the team focus that looming deadlines bring.

“But soon I realised that being able to see the bigger picture and develop and deliver powerful brand messages is a definite skill.

“I love working with organisations that genuinely want to connect with their audiences and care what they think. That’s when the magic happens!” 

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Contact

Get in touch now

hello@hoolet.co.uk

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