An annual report for Russia's biggest search engine

Can you imagine a world without Google?

The client group

The challenge

In Russia, Mail.Ru is the go-to search engine. They wanted an annual report which did this strong market position justice.  As their London copywriting agency, we were tasked with editing Mail.Ru’s latest annual report. They wanted a tone of voice similar to those found on leading technology websites: confident, knowledgeable and not too corporate.

The solution

We provided them with a range of tonal options and analysed each one so they could understand how it created its effect. Once they had settled on a tone, we implemented it without compromising the technical details that had to be included. In jobs like this information is Tsar.

The writing

‘We are creating an integrated communications and entertainment platform to serve the world’s 250-300 million Russian speakers. Of our target audience, an estimated 143 million live in Russia. The rest are primarily based in the former Soviet Union, while others are located around the world’.


The results

The annual report is now up on the Mail.Ru website.

The credits

Copywriting agency: Barnaby Benson Copywriting London

Copywriter: Barnaby Benson


Barnaby Benson Copywriting Agency, UK

Barnaby Benson Ltd is a leading UK copywriting agency. Based in London, we provide copywriting services for many agencies and brands. We offer a wide range of writing services with a strong reputation for tone of voice.  Want to find the right words to make your point? Get in touch with us: we can help.

Barnaby Benson Copywriting, 211 Norwood Road, London, SE24 9AG 

Tel: 020 8674 3551  Contact Us

© 2020 by Barnaby Benson Ltd

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