Maxine Perella
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One planet, plenty of perspective

I can turn my hand to most editorial assignments and topics, ​but have particular expertise in writing about corporate responsibility, green issues and sustainable business. I have built up contacts and knowledge in this field for the past 10 years, editing leading environmental publications and websites before going freelance in 2014.

​My work covers all aspects of sustainability. This includes CSR, climate change, carbon reduction, circular economy, resource efficiency (water, energy, waste), clean tech, social value, stakeholder engagement, supply chain, reporting, and communication.

These are issues close to my heart. From an early age I've been acutely aware that we live in a world of limited resources. I spent the first three years of my life living in a remote village in Kenya with no running water, where simple 'throwaway' goods like clothes hangers were considered to be items of privilege.

I'm a firm believer that resource flows can be better distributed to alleviate situations of poverty and inequality. There is much work to do on that front, and engagement is key. Sustainability still lacks relevance to a wider audience; that's where creative communication and storytelling can really help. 

As a journalist, I know what makes a story tick. Good content has the basics - structure, flow, readability, insight. But to resonate with the reader, it must also touch their passion points. It's about humanising the dry stuff. And making that connection. That's where my skill set lies, in delivering crisp, engaging copy that hits all of those sweet spots. 
 

​Clients include

Publishers: The Guardian, The Times, Ethical Corporation, Sustainable Brands, The Environmentalist
Brands: Philips, BMW, Schneider Electric, Diaego, Canary Wharf Group, Cranswick, Suez
​
Events: UBM, i2i Events Group, Fira de Barcelona, Zero Waste Scotland, CIWM
​NGOs: WWF, Environmental Paper Network, Highland Perthshire Communities Partnership


Testimonials
Maxine is a respected journalist that is never afraid to ask the tough questions. Her writing and journalism is of a high quality that shows a broad insight into a ​vast range of environmental and societal issues. 
KEVIN HURST, CHIEF OPERATING OFFICER, VEOLIA
Maxine is not just one of the most knowledgeable journalists in the industry, but also one of the friendliest. Her writing is engaging, informative and full of insight. With her name on an article, you know it will be worth reading. 
SIMON GRAHAM, HEAD OF INNOVATION, DE COURCY ALEXANDER
Maxine is a brilliant journalist and exceptional writer. She helped us enormously on editorial content for our events and also in her expertise and advice in programme content. 
DONNA BUSHELL, CONFERENCES DIRECTOR, CRAIN COMMUNICATIONS
Maxine is a real expert and knows how to translate difficult stories into strong and informative articles / communication. She combines knowledge with a very pleasant way of working. ​In short, she is a professional.
FLIP DOTSCH, HEAD OF PROCUREMENT COMMUNICATIONS, UNILEVER
Maxine is an inspirational thinker with a keen sense of where the issues are. I loved working with her and ​believe her to be a leader in her field.
CHRIS DOW, INVESTMENT DIRECTOR, TANARRA CAPITAL
As a senior environmental journalist, Maxine knows exactly what's going on and can quickly get to the heart of a story. She always has a searching question up her sleeve. And the resulting copy is spot on too.
ADRIENNE ROBINS, CURATOR OF CREATIVE COMMUNICATIONS, HANICKE ROBINS SANDERSON
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