Copywriting case studies


AstraZeneca: Speechwriting, intranet content and more

Speechwriting for the CEO and a go-to internal comms resource

OFT: Annual report, magazine, publicity materials

Stakeholder magazine, annual reports, publicity materials and web content

Two Tomorrows: Copywriting for sustainability consultancy

Website content, brochures, speeches and more

Coca-Cola Enterprises: Employee engagement

High-impact internal comms for staff across European factories

Client comments

I’ve worked with Paul both directly and in his capacity as a freelancer over the years. His biggest strength is the way he can take complex information on any topic and transform it into compelling copy. Add to that an innate  understanding of his audience, excellent project management and the experience to deal expertly with senior executives, and you have a pair of hands among the safest in the communications business.

– Neil Jenkins, director, internal and digital communications, Coca-Cola Enterprises

Paul is an excellent writer/communicator who I would thoroughly recommend. After taking a brief he is quick to build his understanding of the subject matter and develop creative solutions before working independently to deliver outstanding results. I consider Paul to be an extension to my team and someone I trust engaging senior leadership and to deliver important projects.

– Alun Metford, global internal communications director, AstraZeneca

Paul is an external writer who supports our team on a variety of writing projects. Paul works as an extension of our team and is a valued partner. He has the ability to quickly digest information, even complicated scientific infomation, and distill it into enaging, understandable copy. Paul brings fresh, out-of-the-box thinking to projects and is able to take the lead once strategy is agreed delivering high quality results, on-time. Not only is he trusted by us (the Communications team) but by our clients as well.

– Joan Pitt, director of communications, NIBR Europe

I’ve had the pleasure of working with Paul for approaching 20 years, in a variety of capacities. He is quite simply one of the best writers in his field and a sheer joy to work with, highly popular within our team and often asked for by name by our clients.

– Chris Carey, managing director, Axiom Communications

Paul is simply excellent. We have worked together for the past 8 years, initially when I was a corporate marketing director and latterly as an integral part of my marketing consulting team. He learns fast, is a consummate wordsmith with a passion for clear communication on virtually any subject – and a terrific project manager, to boot.

– Nicki Websper, managing director, Forsyth Websper

I’ve had the privilege of working with Paul for many years on a variety of projects and across a range of industries. His ability to combine strategic perspective with tangible outputs is second to none. He is that rare breed of writer who can take a client’s tangled and chaotic thoughts and ideas and turn them into coherent meaningful words that audiences actually want to hear.

– Sheila Hirst, director, Omilia Hirst
Sleeping audience at presentation

Avoiding death by PowerPoint

You’re at a conference and it’s the post-lunch slot. The speaker starts his presentation by turning to look admiringly at his first slide: a morass of barely legible bullet points. Groan! By slide two, you’re wondering if anyone will notice you’re playing Ruzzle on your phone for the next 45 minutes. I had that familiar […]

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Woman head in hands

Don’t “click here”! Writing good web links

In my previous post, I talked about some general principles for writing for the web. Here, I’m going to take a quick look at the most important bit of content on any web page: the links. A maxim I always keep in mind when writing web or intranet content is that users arrive running. As […]

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computer user

Top tips for writing for the web

Writing for the web is sometimes billed as some kind of niche activity that requires specialist knowledge. I disagree. Sure, there are some technical tips and techniques that are helpful for making sure search engines like your content and you appear high up in search results (this is called search engine optimisation, or SEO). But […]

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