words can

t: 01225 731 373f: 01225 422 522e: [email protected]

WelcomeRecent clients 02What we do 03

Words can engage Lloyd’s of London 05The Met Office 06The Soil Association 07

Words can inspire Artis Education 09The Eden Project 10Hand Picked Hotels 11The Marriott Group 12The Open University 13

Words can inform BAA 15CAP 16EFT 17Hewlett Packard 18

Words can unite ING 20InterfaceFLOR 21Serimax 22Yell 23

Words can sell Abbey 25Brecon Carreg 26Citroen 27GE Energy 28NFU Mutual 29Privilege 30

Words can make you smileHamleys 32Jordans Cereals 33Kia 34MilkLink 35Yeo Valley 36

Contents

http://www.inkcopywriters.com

Words are where great communication begins and ends. Whether online or offline, your brand’s choice of words can have a huge and lasting impact.

Words can engage, inspire, inform, unite, sell and even make you smile.



Ink is a team of writers, journalists and tone of voice specialists who make words work hard for your brand.

We help businesses shape the way they write – developing and implementing brand tone of voice, writing compelling copy and making every letter count. Starting here.




Recent clients

AbbeyAccentureAOL Artis Education BAA BarclaysBountyBPBrecon CarregBusiness Link Citroen CAPDairy CrestDe Vere VenuesDPWN Eden Project EFTFriends Provident GE EnergyHalifax

Hamleys Hand Picked HotelsHaven HolidaysHeinzHPHyundai INGITV InterfaceFLOR Jordans CerealsKia Legal & GeneralLloyd’s of London Marriott Met OfficeMiele MilkLink Mitsubishi NFU Mutual Open University

Orange Oxford BrookesPeugeot PrivilegeRegusRPS GroupSamsoniteSerimax ShellSoil AssociationSony PlayStationSWRDA The AddressTravis PerkinsUnileverVodafoneWickesYell Yeo ValleyZurich



What we do

ThinkingAd campaignsBrand guidelinesCreative conceptsDirect mailEmailersCopy managementNamingStrategyTone of voice

Writing AdvertorialsAnnual reports BrochuresCase studiesEmailersLettersMagazinesMicrositesNewslettersPackagingPlain English editingPoint of salePress releasesProspectusesScriptsSEO copywriting StraplinesWebsites

Training Basic copywritingAdvanced copywritingTone of voice workshopsWeb writing workshops



Words can… Engage



Lloyd’sA bluffer’s guide to insurance

Lloyd’s of London is one of the most renowned and revered names in the City, but it’s also a company shrouded in mystery: what do they do? How do they work? And how are they funded?

We worked closely with the Lloyd’s team to develop a short, snappy guide to the ins and outs of their company. The copy had to be clear and concise, but also engaging and, where appropriate, playful.

“Lloyd’s is the world’s leading specialist insurance market: a place where many talented and experienced underwriters come together to insure and reinsure risk. Behind the iconic glass lifts, steel ducts and striking atrium is one of the world’s most dynamic and unique organisations.” A quick guide to Lloyd’s, Lloyd’s of London



The Met Office Getting under the weather

The Met Office provides a broad range of weather and climate change related services for the UK Government and organisations around the world.

Not only have we written several of their annual reports, we also write Barometer, the Met Office’s quarterly magazine. This is packed with diverse and engaging articles illustrating just how much the weather impacts on all our lives.

Features range from celebrity interviews to in-depth analyses of our changing weather systems - and we recently won the pitch to write this content for the next two years.

“Antarctica is the place to witness spectacular weather phenomena such as haloes around the sun and aurora in the night sky. As the last great wilderness, its pristine environment also acts as a barometer for the world.” Barometer, The Met Office



The Soil AssociationGreen credentials

Going organic is not just a worthy cause – it also makes sound business sense. That was the message that Soil Association Certification was keen to tell businesses considering making the switch. Working to a tight deadline and budget, we gave their existing brochures a lift. We added in a couple of extra pages, rewrote some of the headlines and suggested images to make the concepts stronger and give the whole thing a bit more punch.

We’re not one to boast, but the client said we did a fantastic job.

“The trend is clear. The organic market is expanding as consumers increasingly choose health and beauty products made from natural ingredients. It seems now, more than ever, is the time to go organic.”Introduction flyer, The Soil Association



Words can… Inspire



Artis EducationUse your imagination

Independent organisation Artis Education runs tailored drama sessions and activities at schools to fire-up children’s imaginations and build their self-esteem. It was our job to re-focus their existing case studies to appeal to key decision makers, such as head-teachers and education groups.

“A good quality performing arts education can help children develop into well-rounded, independent-minded people, and the schools we work with often comment on the difference we make.”Introduction brochure, Artis Education



Eden ProjectEco-marketingin a nutshell

Taking on board Eden’s ethical message of – ‘your wallet is your weapon against waste and climate change’ - we helped create a series of inspiring point of sale lines. These accompanied beautiful, real-life arty photographs printed on large panels that were hung around the Eden shop.

They set the scene for the thousands of products that are in some way ethical, locally made, seasonal, recycled or recyclable. We had to make sure the tone of voice was neither pushy nor preachy; but always enticing. In just a few words we wanted to help, but not push, the Eden Project’s visitors onto the green bandwagon.



Hand Picked HotelsA different breed of hotel

We were asked to create brochure copy for each Hand Picked Hotel – a collection of unique country house hotels around the UK.

Visiting many of the destinations helped us capture their individual personalities and develop a warm, colloquial tone of voice which we implemented across all 14 brochures. We’ve since been asked to work on additional wedding and spa literature.

“Here, at L’Horizon Hotel & Spa, the views are just the beginning. Step inside and let our team take the load off your shoulders, while you take the weight off your feet.”L’Horizon Hotel & Spa brochure, Hand Picked Hotels



Marriott Broadening horizons

Marriott International has almost 2,800 lodging properties around the world. Seventy of these can be found throughout the UK and Ireland, and each one has a different style, audience and feel. We’ve been writing a broad range of communications – brochures, intranet templates, advertising and direct mail campaigns – across everything from new resorts and seasonal offers

to improved services and décor, our focus being to express the individual appeal of each hotel while maintaining an overall tone of voice.

“Exchange the boardroom for the boardwalk, the water cooler for a cool Sea Breeze cocktail.”A World of Experiences brochure, Marriott Resorts



Open University We mean business

As one of the biggest business schools in the world, the Open University Management School needed a credentials brochure that could pack a punch. Ultimately, we needed to encourage multinationals around the world to enrol their employees on courses with the Management School.

To convey the complex information while making the whole piece readable, we developed a concept-driven two-speed read approach. The finished piece is a fitting introduction to a truly pioneering organisation.

“Organisations around the world share many challenges: the pressure of change and globalisation; the drive for efficiency and return on investment; and the race to gain and retain the best talent. Facing these, the need for relevant, focused learning is more pressing than ever.“Credentials brochure, Open University Business School



Words can… Inform



BAA High flying web copy

As the world’s leading airport company, BAA needed a website that would do justice to its size. But when we were first approached, their site was falling short on a number of levels. We developed a forward thinking, clear tone of voice in line with the company’s values, then made sure it was consistent across every page of the ‘CSR’, ‘About Us’ and ‘Media’ sections of the site. Visit www.baa.com and www.baa.com/annualreview07



Committee of Advertising Practices Getting the word out

Let’s face it; in their bid to promote the ‘best’ new products and services, some companies can get carried away. To protect consumers, the UK’s advertising industry is subject to a code of practice set out by the Advertising Standards Agency and regulated by CAP. To encourage more compliant DM and advertising, CAP offers a free ‘copy advice’ service.

The challenge was to get cynical marketing teams to change their ways. We came up with a bold, playful concept and a series of headlines to promote this service at the International DM Fair. Attended by over 8,000 people, our words raised the profile of CAP and helped save DM houses a few costly blushes. Find out more at www.cap.org.uk.



EFTChannellingour energy

Energy Financing Team is a unique energy trading and investment group. As a relatively young company, we needed to express their dynamism while also presenting them as established and professional. In their most recent annual report we captured this essence with an inspiring and confident tone of voice. This was paired with real life case studies that gave an insight into the EFT approach.

“As competition increases and markets evolve, EFT is developing and broadening its portfolio of products and services. Through relentless innovation, the group is meeting the growth in demand from both customers and counterparts, and offering more choice.”EFT Group Annual Review 2006/2007



HPMaking the technical readable

‘We need a technical expert to write articles about our blade servers’ was the challenge HP put to us. Each weekly piece had to demonstrate in-depth practical knowledge of the blade server series, its cutting-edge benefits and current market trends. Our IT-savvy scribes developed ideas and concepts for a number of features for HP’s website.

Working to tight deadlines, we researched and wrote articles aimed at IT managers. After a successful first run, we now write the articles on a weekly basis and have been involved in wider global, DM and e-marketing campaigns.

Visit: http://h41112.www4.hp.com/promo/blades-community/eur/en/r/index.html



Words can… Unite



ING Taking on the world

It’s easy for internal communications to become tired and dull. So, together with a team of designers, we worked on concepts to breathe new life into ING’s employee magazine, ING matters. With a clear structure of news, main features and snappy articles, we gave their communication a style that reflected their values of openness and honesty. It was a hit, and now we research and write over 50% of the content every other month.

“Despite current criticism surrounding China, foreign financial institutions still see the country as a major growth opportunity and they are vying with each other to cherry-pick attractive Chinese partners from an ever-shrinking pool.”July/August 2008 article, ING matters magazine



InterfaceFLORWalking the talk

InterfaceFLOR designs and manufactures a huge range of floor coverings, but at the heart of their organisation runs an impressive commitment to real, sustainable practices. So when they launched a new socially and environmentally sound product, they wanted to tell the full story – engaging the audience with a frank, straight-talking tone of voice.

“As a manufacturing company, our environmental impact has always been a prime concern, yet we were also interested in addressing the social aspects of sustainability through product development. As this was an unknown area, we weren’t sure where to start. Thankfully, inspiration was at hand.”Fairworks, Inspirations, InterfaceFLOR



SerimaxBreaking the language barrier

Serimax is one of the world’s leading welding companies. A giant in their market, they needed a brand and website that truly reflected their global ambitions. Cue ink. We began by interviewing key Serimax employees around the world from Africa and Singapore to the US and France.

We then set to work writing the entire website from scratch, developing a clear, consistent tone of voice that would work for both the contributors and the diverse audiences. The website was very well received and we’ve since been asked to work on case studies for their corporate brochure. Visit www.serimax.com.



YellGet on board

Commuting can be a struggle: cramped conditions, unreliable trains and that strange smell. For their new recruitment campaign, Yell.com wanted to let commuters know they didn’t have to follow the crowd – or jeopardise a high-flying career.

We developed concepts, snappy headline options and body copy for a series of posters that were strategically placed trackside on platforms and online. Our eye-catching work wooed commuters from across London, encouraging them to take their career in exciting new directions.



Words can… Sell



AbbeyRight on the money

It all began when we won a pitch to develop Abbey’s tone of voice and write their entire suite of in-branch literature. A big hit, we’ve since worked with almost every department within the company, helping them to speak in one unified voice while keeping their language fresh, positive and confident. Visit www.abbey.com.

“This simple step-by-step guide takes you through everything you need to do when buying your first home. With our support, you could be stepping over the threshold sooner than you think.” First time buyers guide, Abbey



Brecon CarregWater, water, everywhere

The bottled water market is, excuse the pun, becoming rather saturated. Brecon Carreg have been bottling natural mineral water in the Brecon Beacons National Park for years. And to give their products a bit more ‘stand-out’, we were asked to develop copy for their consumer literature.

Working with the design agency 6721, we developed concepts for a flyer and wrote copy to complement their brand and tone of voice. We avoided the much-trampled ‘pure’ approach associated with many other water products and instead chose a quirkier route that had real character and verve.



CitroenMuch more than A to B

From its special edition ranges to the latest models, Citroën is really going places. It just needed a number of promotional brochures to appeal to specific audiences and drive the message home. We developed a unique style and individual personality for each car – balancing technical information with engaging, lifestyle-led copy.

“A stylish little number. Small yet spacious. Functional and beautiful. Highly dynamic while still low on emissions. The Citroen C1 Code city car ticks all the boxes, delivering everything you’ll need in one compact package.” C1 brochure, Citroen



GE EnergyClean, green, innovative machines

How do you express green credentials in simple, original, memorable terms? GE Energy manufactures advanced power systems and energy services in partnership with governments, communities and suppliers around the world.

The company’s Jenbacher division designs high efficiency, low-cost engines and generators. We developed a series of ads that would communicate the company’s green ethos. The language needed to be witty but also to the point. The resulting ads are refreshingly direct, bringing out the environmental focus of GE’s groundbreaking work.



NFU MutualSpeaking their language

As one of the UK’s largest insurers of managed estates, it’s important that NFU Mutual gets the tone right. In addition to large estate owners, their audience includes businesses, IFAs, farmers and individual customers.

We’ve helped NFU Mutual set the tone for their communications to each audience and also written a range of their marketing materials, including ads, brochures, internal communications and direct mail.



PrivilegeInsurance with flair

‘You don’t have to be posh to be Privileged’, perfectly set the tone for this straight–talking insurance company. Capturing the essence of Privilege in words, we’ve since continued and developed the style of the above-the-line advertising through direct mail, door-drops and letters.

“Burst pipes, storm damage, broken windows, damaged locks – there are times when you need help fast. But you don’t want to end up being overcharged by tradesmen just because it’s an emergency.” Policy and summary booklet, Privilege



Words can… Make you smile



HamleysThe name game

Creating quality children’s toys and games may seem like (groan) child’s play, but getting them to stand out on the crowded shelf can be a major challenge.

When London’s most famous toyshop, Hamleys, wanted to refresh their range of own-brand product packaging, we were asked to help them achieve that eye-catching appeal. The real creative challenge was capturing the features, benefits and excitement of each product in line with a specific age group and within a very limited word count.



Jordans CerealsWords good enough to eat

When Jordans Cereals decided to modernise their image, they asked us to re-write their site and e-newsletters in time for the launch of their new muesli range. To appeal to a younger audience, the tone of voice needed to convey a personable, ‘relaxed expertise’ - encompassing Jordans’ passion for their products and belief that natural food is better for everyone and the environment.

Movies, daily blog-style news, healthy advice, competitions, recipes and articles about Jordans’ 150 year history were condensed into readable and easy-to-navigate chunks. Interaction was also key - with ‘Friends of Jordans’ registering on-site every few minutes. For a premium breakfast brand, using the web has proved to be a great way of getting into people’s hearts, minds and cereal bowls. Visit www.jordanscereals.co.uk



KiaThinking on the move

Standing out from the crowd is a challenge for any car brand – but Kia’s approach is so unique, you can’t help but notice. While most car manufacturers need twisty mountain lanes and erupting volcanoes to impress customers, Kia takes a different approach – they recently ran a mock ‘60s slasher movie’ TV ad featuring a mad cartoon axeman... surely a first in the automotive sector?

E3 is their full service digital agency, and we work with them to keep Kia’s fun tone of voice alive online. Over the past few months we’ve written emailers, web banners and landing sites to support their TV ad campaigns – all in their signature cheeky tones. www.kia.co.uk.



MilkLinkGetting in the mood

Buying milk is hardly the most exciting activity in the world, but we’ve been helping shake things up a bit. Working with MilkLink, the UK’s largest co-operative of dairy farmers, we’ve helped launch Moo, a bright new brand for the dairy sector.

We’ve written quirky packaging copy, advertorials, website copy and brand guidelines. We’ve even donned our wellies and visited the farmers to see the human side of the company. Moo can now be found milking it in Sainsbury’s, Waitrose, Morrisons and Tesco stores across the UK. Visit www.moomilk.co.uk.



Yeo ValleyDairy with a difference

These days, organic produce has a fair slice of the market. So when we were asked to write a 12 page booklet for Yeo Valley Organic, we knew we needed to help them stand out from the herd.

We described the lifecycle of their cheeses, from field to cow to consumer – with a twist. Worms, butterflies and cows did the talking, and the playful, upbeat tone appealed to both adults and children. We’ve since been involved in naming and concept work for Yeo Valley, as well as signing and communications for major events like the Glastonbury Festival… you could say it’s a natural progression.



And a few final Words…


“Over the past few years ink have become a valuable partner for Abbey, helping us breathe life into our literature - they’ve made our communications consistent, creative and engaging, which is no easy task in our sector.” Lucinda Parish, Group Communications Manager, Abbey

“Ink was a fantastic find and much more than just a copywriting agency. They have helped us craft messages and structure internal documents and tools. Feedback has been excellent from staff and management alike.” Penny Lawson, Head of Internal Communications, ITV

“Thank you and the rest of the ink team for the high quality copy and the quick turnaround.” Nicky Rodwell, Account Manager, Soup



“With ink we get copy of a consistently high standard, delivered on time week after week. They are a company we can really depend on.” Nigel Bridgeman, Marketing Manager for EMEA, HP

“Often when dealing with other companies and writers, they don’t quite live up to your expectations, but with ink they do. They are seriously talented copywriters.” Kate Langham, InterfaceFLOR

“We really value our relationship with ink, they are an amazing organisation and set a very high standard for anyone else we work alongside.” Sarah Tempest, Senior writer / Editor, The Met Office

And finally, thank-you to the agencies we’ve worked with on many of these projects: 6721, Addison, Bentley Holland, Bright Blue Day, Calver Roots & Madge, Daemon Spinner, E3 Media, Jory & Co., Mango, Mytton Williams, Pexton Searle, Publicis, Robson Dowry, Sampson May, Soup, Vivid and Wardour Design and Publishing.



To find out how we could help your words work harder, email [email protected], visit www.inkcopywriters.com, or call us on 01225 731 373.

You never know, it could be the start of something special.



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