Channel: Booklet inserts

Role: Project manager, editor and writer

Edinburgh copywriter

Edinburgh copywriter

Key challenge: Creating a national insert campaign for HSBC to underscore their international credentials and encourage businesses looking for lending for growth to choose the bank over their competitors.

Each booklet contained 25 Lending Thoughts, passing on unconventional business wisdom and was distributed through a targeted insert (Financial Times, The Times) and direct marketing, linked to a social media, web and event programme.

I project managed the four titles in the series including commissioning and writing copy for print and online, client-facing account management, working as part of the Editions Financial in-house team.

Excerpt: “Unlocking luxury in China: make experience your currency

Sometimes positioning your product takes a stroke of genius. In Asia Pacific, Diageo’s Scotch whisky portfolio is growing at double the rate of its competitors – a success story helped along by the opening of Johnnie Walker House, an embassy for whisky culture and the first of its kind outside Scotland.”

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