Campaign success stories

A leading business school wanted to catch the attention of business travellers to encourage high achievers to sign up for a post-graduate management course on leadership skills.

 

A poster campaign has been designed by a leading creative agency to be used at a London airport, driving interested candidates to a web page of a leading business school. The campaign needed short and snappy copy for the posters, and intriguing questions for a quick multiple choice “test” on the web site about what it takes to be a good leader.

 

This was a project that entailed taking a great deal of knowledge and distilling it down to a few words. We met, called and read the books of the business school’s leading academics to discover their views on the characteristics of a great leader.

 

Then we worked with the school to pull out the key issues and create a series of multiple choice questions and answers that reflected the wide range of topics covered by the course. This was a complex process completed quickly, and to the satisfaction of a wide range of client contributors.

 

And of course we completed the pages with strong intros and a clear call to action.

 

 

 

A very well-known global ingredients company wanted to launch a successful product in a new territory, where there was already stiff competition from cheaper but inferior alternatives.

 

An ad of no more than 125 words and an advertorial of 600 words were needed fast. So fast that the creative hadn’t yet been decided, so we were asked to produce copy that could work in a single block or broken up into multiple powerful paragraphs. We needed to take into business practice and the tone of voice that works best in the territory. The client emphasised that we should highlight the benefits and reputation of this branded ingredient without knocking the more generic products already available.

 

With a need for speed, it was vital that we got these pieces right first time. Our approach was simply to take the written brief, ask questions for clarity, and deliver content that delivers all the required messages, within the specified word count, to deadline.

 

 

 

Create all the marketing collateral – brochures, direct mail, sales support guides and more - for a major product launch for a global technology company.

 

Be the external copywriter for the inhouse creative team at a large corporate communications agency.

 

We attended meetings and conference calls with the agency account management and creative team, as well as carrying out our own background research, to understand the product, its place in the market, and the target audience.

 

We worked closely with the creative agency through the life of the launch to produce and refine the copy.

 

Despite the complexity and longevity of the project, we were able to work with our client almost entirely by phone and email, saving everyone time on travel and meetings.

 

 

 

 

A long-term client was merging with another company, and needed to reassure staff and customers that the planned changes would benefit all.

 

Speed was important to address concerns, while accuracy during the M&A were equally vital.

 

Working with the sales teams, we wrote single-page personalised letters to customers from individual client directors assuring them of continued quality of products and services as mergers and acquisitions take place within the company and its partners.

 

In association with a creative agency, we worked with board-level management and marketing to develop a brochure-style document that explained the changes to the staff of both organisations clearly and simply.