Making words work harder
I spent three years as a brand writer at the Interbrand agency in London, before going freelance to work with leading agencies and also directly with marketing teams.
I enjoy helping brands to articulate their strategy, putting their ideas into words across brand books, taglines, elevator pitches, proposition statements, key messaging, employer brands, manifestos and narratives, which are often adapted into brand film scripts.
I’ve named new businesses and products, and renamed existing ones. As a copywriter, I also craft ad headlines, web copy and social media.
Previous clients include: Avios, Skoda, Team Knowhow, Aimia, Delo, Bupa, The Times, England Rugby, Card Factory
Tone of voice
The way an organisation writes and speaks reveals so much about its personality, people and priorities. Over the last 15 years, I’ve helped numerous B2B brands to develop or refresh their tone of voice, usually following a period of growth, acquisition or change of leadership.
Working with brand agencies or alongside the marketing team, I’ll carry out an audit of the existing tone, as well those of key competitors, and then run a stakeholder workshop to agree the personality principles that will underpin the tone of voice.
The next step is crafting the guidelines, which include examples of the new tone in action. I can then provide training workshops for writing teams.
Often, I will take on real assignments for the client to help bring the new tone to life in articles, web copy, social media or longer reports. Developing TOV can be the start of a long-lasting client relationship.
Previous clients include: Tesco, IAG Loyalty, BDO, Financial Times, UBS, Hintsa
“Putting client objectives first, Ian consistently delivers excellent work with a flexible and approachable style.”