Helping the Bank of Ireland close an account
Writing linked letters, texts and call centre scripts
The Bank of Ireland used to run the Post Office’s current account service. When they decided to withdraw the account, they had to let every single account holder know and help them decide what to do next. I worked through creative agency Enough Said to plan out and write the chain of letters, texts and call centre scripts that guided account holders through the account closure process.
Making Legal & General clearer and warmer
Training senior teams, rethinking a writing process, writing docs
Legal & General wanted to make sure their new tone of voice was really working. Afia asked me to run a series of one day ToV training workshops for them. I also helped them rethink their key features document copywriting process. I rebuilt every stage, from first briefing through document planning and writing to editing and final sign off, along the way drafting four new KFDs.
Helping Lloyd’s of London write more impactfully
Auditing lots and lots of content, shaping a new tone of voice
I was part of a team of three writers auditing Lloyd’s of London’s entire written output. We covered a lot of ground, from their regular insurance magazine to internal syndicate communications. I pulled together our findings in a substantial report, highlighting best practice examples, helping them understand what wasn’t working and sharing practical tips on communicating more clearly.
Winning new business for Mastercard
Working internationally to edit 50,000 word proposals
Mastercard’s new business proposals are usually more than 50,000 words long, and assembled from many different international sources. I worked with international teams, against tight deadlines, to pull together and edit four of them.
Clarifying Portfolio Metrix’s complex products
Explaining financial products to non-financial specialists
PortfolioMetrix creates and manages investment products for investment advisers. They wanted to help those advisers explain their model portfolio services to potential customers. Working through The Marketing Eye, I translated some very complex product descriptions into a brochure that advisers can use to help people with little or no financial expertise make the right investment decisions.