Creative agencies buy me in to help them when they’re too busy or don’t have my skills in-house. This particular London agency came up with the design and asked me to write the copy for their client’s important merger between two investment banks, Granville and Baird. Investors as a breed are notoriously twitchy about change so the transition had to be handled sensitively and robustly. Which is why it was essential the bank found creative suppliers they could trust. The conceptual approach to the case studies stood out in a noisy marketplace from more conventional appeals. And the very straightforward, succinct, no-nonsense narrative on the back pages of the case studies was very much on-brand with the new investment bank and helped ensure their communications chimed with such a busy, traditional audience.