Creative Insights

Creative thinking from the world’s leading copywriters

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Brand Positioning Consultant: Is ‘Different’ Overrated?

In a UK survey of computer users, 77% of Apple users did not see the brand as unique, according to a chart the Ehrenberg-Bass Institute republishes from the work of Jenni Romaniuk, Byron Sharp and Andrew Ehrenberg. Apple. The brand every positioning…
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Copywriting Agency: What Clients Want and Rarely Get

Ask senior marketers what they most want from an agency's thinking and 77% will tell you it's "challenging our brief and assumptions." Ask how many actually get it, and the answer is 43%. That's from a July 2026 IPA and Tracksuit report built…
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B2B Copywriting Services: Write for the Person Who Must Defend It

A few years ago a client in industrial software told me why they’d chosen a particular proposal. It wasn’t the best written. It wasn’t the cheapest. It was the one their finance director could read out loud in a meeting without wincing. I’ve…
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Boutique Copywriting Agency: What Small Lets You Refuse

A boutique copywriting agency isn't a smaller version of a big one. It's built to refuse briefs, and that's why the work it recommends is better.
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How to Hire a Freelance Copywriter Who’s Already Booked

Want to hire a freelance copywriter? After 20 years placing writers, here's why the best ones are booked, and how to get one anyway.
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A Brand Consultant’s First Question: Who Are You Willing to Lose?

Every brand consultant asks who you're for. After twenty years placing brand strategists and writers, I think the real question is who you're willing to lose.
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Website Copywriting Services: Write the Homepage Last

Most website copywriting services start at the homepage. After twenty years placing writers, I think that running order is what kills site rewrites.
An empty, dimly lit conference room lit by a chandelier, waiting for a pitch meeting to begin

What Agencies Want From a Copywriting Agency

Half our briefs come from other agencies. What they want from a copywriting agency isn't writing — it's a name they can put in the room on Thursday.
A row of identical numbered metal mailboxes, one of them open — a visual metaphor for choosing one name from a shortlist of interchangeable candidates

The Shortlist Is the Worst Way to Hire a Copywriter

A marketing director rang me last month with a request I've had a thousand times. "Send me three writers. I'll pick." It's an entirely reasonable thing to ask. It's how you buy nearly everything else — three builders' quotes, three agencies…

See our freelance copywriters

Carmen

Chinese copywriter

Lives in Geneve, Switzerland
In my near 20 years’ experience, I’ve written and edited just about everything imaginable: website copy, press releases, all-staff emails,... Read more
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Alistair

English copywriter

Lives in Paris, France
I am a freelance English copywriter & UX in Paris (digital & offline), an SEO specialist and a French-to-English transcreator. I have a... Read more
Food and Drink
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Andrei

Romanian copywriter

Lives in Bucharest, Romania
I help international brands find that winning creative concept and the right words to convey it. I also lead and inspire teams of creatives to... Read more
Food and DrinkRetail
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George

American Copywriter

Lives in New York, USA
In January 2020, after 38-years in the traditional ad industry, I became freelance to do things differently. I started with a simple premise:... Read more
Technology
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