How we're helping our clients find the words that shift the world.
Internal audit might be the last place you’d think a bank’s tone of voice would reach. But HSBC knew it had to be one of the first.
Accenture has thousands of job ads out in the world at any given time. But they weren’t always attracting the top talent they were after. Our client wanted make a stronger case for each role, in a voice that felt authentic to the company – without losing the complex technical details.
That was the question mobile network O2 was faced with time and time again. With new products, tariffs, services and initiatives coming out constantly, the brand team was inundated with requests for names. But did all of those things really need ‘creative’ names?
If and when to go back to work, sleep-training vs self-soothing, who takes the 2am shift, how soon to have another one… New parents face a deluge of decisions from day one.
AXA believes that, much like their customers, their employees should be looked after when Life Happens. The snag? People weren’t clear on what their benefits were, or how to use them. So they weren't really benefitting at all.
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.
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
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.
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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