Valvoline – White Paper


We support a US-based media house that works with a wide range of motoring clients who need regular copywriting support. They asked us to write a series of whitepapers, to enhance their clients’ reputations and build their businesses. This piece needed to use copywriting that was authoritative and informative but also engaging and easy to read for the automotive industry.


We worked closely with the client to find the most important technical information, their ‘must-haves’ inclusions and to understand the audience for the piece. We developed a tone of voice and style of copywriting that had the necessary gravitas but that was balanced,¬†with a relaxed tone, to keep readers interested. The piece successfully blends information delivery, opinion and a subtle sell of the end-client’s expertise.


Both the agency and end-client were delighted with the copywriting, and we continue to work with the agency on similar work, for a range of clients.

Posted on August 17, 2017
By Alex Genn

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10 Downing Street, GREAT Britain Campaign

GREAT is an international marketing campaign aiming to bring tourism and investment to the UK. We were asked to develop a new tone of voice and brand language to evolve an awareness-raising brand into a more tactical campaign, driving engagement and action.

Talking to Tourists, Bringing in Business
We established a voice that worked for both B2B and consumer audiences. All communications used unique facts and a specific call to action. For UK Trade & Investment we highlighted business benefits, while for VisitBritain we used fun headlines with emotive, destination-specific invitations.

Walls, Cars and Embassies
We wrote: guidelines, an introduction to the brand for embassies, event branding, magazine advertising, outdoor media and numerous one-offs, including: bus livery, a Wall Street Journal wrap and MINI tour flyers.

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Posted on January 3, 2014
By Alex Genn

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