How we're helping our clients find the words that shift the world.
Financial services' faux empathy and copywriting tropes don't work. Just 25 percent of customers find this kind of copy reassuring. That's what we found when we asked customers how Aviva's industry sounds now…and how they’d like them to sound.
What happens when you look at propaganda through the lens of behavioural science? We found out when we took BT on a field trip to the National Army Museum.
When you’re in the business of manufacturing medical equipment and distributing pharmaceuticals, ‘caring’ might not be the first word people associate with you. And yet, caring was always part of McKesson’s DNA. They just hadn’t thought of it that way.
With a rebrand on the cards, American Express needed a new voice. They wanted to show their big-dreaming, go-getting customers they understand, respect, and back them. In a way that would be as relevant in Mumbai as in Manhattan, and as consistent in Durban as in Doha.
Fair and equal – not words that come to mind when you think about funding for female entrepreneurs. NatWest Group knew that women start businesses at half the rate that men do, and get less funding along the way.
We love a good deed. But writing for the third sector throws up some unique problems. Charities and NGOs want your attention – and donations – but struggle to stand out in a sea of sameness.
LA is a cool, creative place—and its opera house is no different. LA Opera were charting progressive territory. And they wanted to make sure they were attracting all the audiences who might enjoy their fresh approach to this classic art form.
American Express is a global brand targeting people who are going places. As an audience, they share drive, ambition and a certain desired standard of living. Amex needed to find a way to unite their vast global network of communicators and appeal to millions of fierce individuals at the same time.
After years of focusing on their visual identity, the brand team at Franklin Templeton realized their pictures could only tell so many words – and their actual words were lacking.
Best known for their salt and pepper grinders, Cole & Mason made the move into oils and seasoning. And they needed help writing pack copy for their whole cubeb peppers, African pearl salt, dill tips, asafoetida and chardonnay white wine vinegar
How do you give that rebellious, witty ‘Virginness’ a nautical flavor? That’s what we helped Virgin Voyages do when we developed the tone of voice for Sir Richard Branson’s new brand as it prepared to shake up the cruise market.
It’s hard out there for a used car company. They start off on the reputational back foot thanks to the multitude of shady sellers that are out there in the world. So how does a modern, digital used car brand establish itself as a credible newcomer? That’s what Cazoo asked us for help with.
RBS needed help rewriting their intranet system for their teams in Poland. Stuff like company benefits, maternity leave, guidance on pay and so on. They’d been translated over from their Polish originals and some of the meaning had come out a bit tangled. It was our job to unravel them.
Giving their customers real help with real life: that’s Yorkshire Building Society’s brand purpose, and what gets them out of bed in the morning. If you wander into one of their branches across the UK, you’ll find plenty of people putting it into practice.
By 2016, Axe’s brand had passed its sell-by date. Lads’ mags had died and men had changed from sex-obsessed cavemen to sophisticated gentlemen. We gave them a sophisticated tone of voice with a touch of Axe wit, but banned anything smutty. The result? Consistent language that helps them stand out.
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