Moby, Elton John and The Ghost Writer

Posted by on Jun 2, 2019 in Blog, Uncategorized | 0 comments

Is it ever worth reading the Afterword, the bit at the end of a book that explains how it came into being? Below is an excerpt taken from Porcelain, the coming-of-age memoir written by musician and DJ, Moby: “When I first talked to a literary agent about writing a memoir I mentioned that it would be really fun to hire a writer. My literary agent said: ‘You’re descended from Herman Melville. You need to at least try to write the book on your...

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AI, machine learning and robots

Posted by on May 7, 2018 in Articles, Blog, Front page | 0 comments

What AI and machine learning mostly need is an image makeover. I’d like to set something straight. Writing about AI and machine learning does not always involve robots. Sometimes it does, like CHIRON, a pioneering ‘care-in-the-home’ system which in the future may help people to stay living independently in their own homes for longer. That’s just one application of AI and machine learning and would make for a good picture: a robot delivering a...

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Virgin vs The Gym Group: Who’s winning the sign game?

Posted by on Apr 11, 2018 in Blog, Design, Front page | 0 comments

When you visit the toilet on a Virgin Train you see this:At The Gym Group this is what you see: Two campaigns using a playful persona, only one is a success. The Virgin Trains one is irritating and tiresome – that’s even before Will Ferrell was brought in to provide the pre-recorded message: “Please don’t flush nappies, sanitary towels, paper towels, gum, old phones, unpaid bills, junk mail, your ex’s sweater, hopes, dreams or...

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Defining your target audience: Gaffers, best boy and grips

Posted by on Feb 20, 2018 in Blog, Marketing | 0 comments

I like to believe I’m a copywriter who understands my client’s industry and business, but what exactly is the difference between a gaffer and a best boy? Fortunately film critic, Antonia Quirke has made a series for BBC Radio 4 – Quirke’s Cast and Crew, where she explains who does what in the film industry. In the first episode, Gaffer & Best Boy, she talks to members of the film crew responsible for all things electrical. He who controls...

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Is finding your ideal customer in the DNA or A/B?

Posted by on Dec 29, 2017 in Blog, Research | 0 comments

How do you find your ideal customer? In the ideal world, you would conduct extensive research. You would learn about your target customer’s likes, their interests and occupation. In the real world, you may only know what pain point your product or service addresses. From that though, you can figure out what features would be attractive, and write about the benefits of buying your product or service. Often, you need to go mass market, and spray...

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How to write winning award entries

Posted by on Oct 25, 2017 in Blog, Front page, Marketing | 0 comments

Ever wondered how a product gets to be awarded ‘the world’s best’? It’s not a level playing field – yes, each product has an equal chance of winning. But not every product is going to enter, and the common mistake we all make is focusing on competition that isn’t even there. Most businesses aren’t doing anything to win awards, so they’re not competing with you. They are run by business owners who too busy honing their sales techniques or...

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