Ben Afia

Ben’s always looking for the easiest way to get something done. Like when he worked as a drawing office clerk and got his skates on – literally – to move drawings between offices faster.

It’s the same thinking he’s brought to successfully changing the culture of companies like Aviva, E.ON, Legal & General and Boots. ‘If we make this easy for anyone to grasp, they’re far more likely to adopt it.’ Hence the straightforward, memorable structure. Add training that’s more fun than it has any right to be, and you find HR teams galvanised into rewriting every last letter and contract, and statisticians taking on a whole new way of communicating their data.

• developed and implemented Boots’ tone of voice in-house
• then designed and rolled out tone of voice for E.ON, Aviva, Cadbury, Morrisons and more
• catalyst and director behind writer’s collective 26.