Brand taglines and slogans

B2B copywriting is in my DNA

B2B-copywriter-in-HK-DNAI like doing B2B copywriting. There’s always something new to learn.

Before I worked with Hong Kong MdX pioneer DiagCor I had no clue about molecular diagnostics. By the time the project ended, I’d learned about polymerase chain reactions, translational medicine, hybridization and a bunch of other amazing stuff related to DNA sequencing and analysis.

I had the privilege to work with DiagCor as part of a rebranding project led by Hong Kong-based branding agency Stepworks. DiagCor is a true innovator. However many potential customers thought it was just a distributor – an important part of the project involved developing key messages to position DiagCor appropriately. You can read more about the DiagCor rebranding project here.

Perhaps the biggest challenge in B2B copywriting is to explain complex offerings in a simple and engaging way. As a B2B copywriter it’s essential to thoroughly understand the topic. With DiaCor that meant visiting the Hong Kong lab to learn about the remarkable processes behind gene amplification and analysis. That was truly fascinating and I’m always eager to get involved with new topics via B2B copywriting.


Professional services copywriting for multinational legal firm

cc-s-legal-copywriter-hong-kongHow do you appeal to the very, very top level venture capitalist?

The type of person who can literally change the world?

I’m talking here about the kind of people who back Google, champion sub-orbital tourism, finance recombinant DNA and are generally behind the coolest stuff imaginable.

You appeal to them the same way you appeal to anyone. You amuse them.

That was the guiding principle behind this project, which the English copywriter in Hong Kong helped devise.

Targeting the world’s most ambitious venture capitalists, the integrated advertising campaign for global legal services provider Clifford Chance focused on the idea that, It’s always more rewarding to play by the rules.

Hard to argue with that thought. And table football expresses it in a simple, engaging way.
[Read more…]

A consumer products brand slogan

slogan-copywriter-hongkongThe English copywriter in Hong Kong likes working with Tai Shing Diary Limited. The company publishes a range of notebooks and diaries sold all over the world.

Their meetings can be fun. As I left the briefing about revamping the company’s house brand Daycraft, I thought to myself, “Well that really made my day.” [Read more…]

Asset manager brand positioning and brochure

MA01-financial-services-brochure-copywriting-212x300Mirae Asset is a remarkable Korean financial institution.

Launched at the height of the 1997 Asian financial crises, the company pioneered consumer mutual fund investing in Korea.
Its dominant position in Korea’s retail investment sector has enabled it to rapidly expand at home and overseas. The Hong Kong English copywriter helped the company in many ways, from video scripts to advertising, websites, collaterals and more.

I also coined the Mirae Asset brand positioning line: Building on principles.

The photographs for this Mirae Asset corporate brochure were shot at an airstrip in London during an icy gale. Ohhhhh the hardships the Hong Kong English copywriter will endure for his clients.

The brochure spreads demonstrate how a strong brand slogan can lead to interesting creative possibilities.

The bridge depicted is from a design by Leonardo Da Vinci.
[Read more…]

Kellogg-HKUST EMBA advertising/rebrand campaign

Education-copywriting-300x259The Kellogg-HKUST EMBA programme is consistently rated among the world’s top three by objective observers who measure a number of factors, including graduate earning power.

The success of this programme is a remarkable achievement and has helped put Hong Kong on the map as a regional destination for senior executive education.

The English copywriter in Hong Kong led the creative team for a student recruitment advertising campaign for the programme, and also coined the tagline: The world class as part of a brand enhancement exercise.

The advertising campaign posed intriguing questions, the answers to which were found at a URL.