Writing for writers: an ongoing relationship with The Economist

About the client

From its flagship publication The Economist, to business reports and conferences, The Economist Group is one of the most widely respected brands in the world. We have worked with Group businesses since we started up in 1996.

What did they want?

Over the years, we have run writing workshops, written copy for subscriptions marketing campaigns across print and digital, written websites, helped draft HR documents, written speeches for the CEO and written corporate presentations and sales materials.

This particular job was a syndication brochure to be delivered to global media partners in print and digital formats.

How we went about it

Drawing our long experience of working with The Economist brand, we wrote in the trademark style of The Economist’s advertising, toning down the British humour so the international readership of the piece would understand it at once.

The body copy focused on the benefits of associating with The Economist through syndicated content.

The writing

This type of writing is very challenging. Not only must you convey the key sales points, you also have a tight brief to work to in terms of tone of voice and that classic Economist take on the English language.

Happily, we have skilled writers who thrive on this sort of challenge.

The results

The mailing illustrated above was an immediate success, beating the control, and led to these kind words from our client.

“As you know I took over management of the department earlier in the year. I immediately suggested that you would be able to help and true to previous form, you have smashed it! Thanks for listening so carefully to the brief, and then delivering what we need.”
Mark BeardVP, Digital Media and Content Strategy

How could our writing work for your business?