Boots

Ben Afia first developed Boots’ tone of voice when he was working in-house. Ben knew that, to make it stick, he’d have to really get people buying into the whole idea, from the board down.

It worked, though. And it really came to life at the concept store in Holborn, where a good part of store’s increase in sales came down to meticulously writing the new point of sale and signage.

Six years later and we’re back – training Boots’ marketers and brand people in creative copywriting.