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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