Luxury Automotive Experience

Brand development & naming. Concept & copywriting for TV, film, print, web, eDM & DM.

Over the last ten years, I've become deeply involved with premium and luxury automobiles. This has involved everything from launch concepts and copywriting to brand positioning. As well as gaining a deep understanding of UHNWI’s mindset, I’ve looked closely at how automotive brands write and speak. As a result, I've worked with Jaguar, Rolls-Royce and Bentley on their individual tone of voice, as well as written acres of web and comms copy to bring them to life.

Rolls-Royce

Launch integrated campaigns for five different models - film, web, eDM and high-end print DM. Worked with a BMW planner to refresh the brand positioning and expression. Full website copy including all models, history and bespoke content. Part of successful pitch for Rolls-Royce retailers working with Zone Digital. [Working with Engine Group]

BMW

6 Series global launch concept and copywriting for global TVC, print and web content. eDM for various projects and newsletters. BMW Finance brochures and web. Website copy for individual models. i-Series web copy. [Working with Engine Group]

Jaguar

Commissioned to create a comprehensive Tone of Voice guide for the brand. Oversaw tone of voice for current website with team four writers, also wrote content. Marcomms work and eDM campaigns for launches including F-TYPE and F-PACE. [Working with Spark44]

Bentley

Commissioned to create brand Tone of Voice guidelines. Updated brand guidelines for design, social media and website approaches. Coffee table books – Pure Bentley, books on Bentley design and history. Comms include website copy and range books for various models. [Working with Keko London]

Bugatti

Challenge – to engage people who have ordered one of the world's rarest cars, knowing they have a potential two year wait from deposit to delivery. Established Tone of Voice and communication style for a series of letters that kept them informed and excited, creating a deeper connection with the marque. [Working with Keko London]

McLaren

Naming for new car – the client had worked with a brand consultancy to develop a naming architecture and names for a new model (confidential, not yet launched). I helped create a number of territories and names that were benchmarked against the idea of ‘What would Bruce do?’ Also worked on launch TVC scripts for this new model. [Working with Carnage]