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Bringing a conference theme alive through a handout

An imagined article of the future that inspired today

Conference handout copywriting
The client

Boehringer Ingelheim​

The challenge

The client came to us with a fantastic idea. They wanted a series of articles set five years in the future which pastiched those found in TIME magazine. These fictional articles would look back on how their new drug had changed the world.

The solution

A good copywriter can study a style and write to it. So we bought a stack of TIME magazines and got reading. One of the main differences between journalists and copywriters - and there are a few - is that journalists are independent scrutinisers, while copywriters are advocates. But not this time. To make our TIME pastiche believable, we made sure the writing sounded detached and impartial.

The writing

It was all in the dose

In marketing, they say everything counts. The Pradaxa success story provides a compelling example of how true this can be. BI’s decision to test and then provide the anticoagulant in two dose strengths – 110mg bid and 150mg bid – turned out to be a knockout blow to its competitor.


The results

The articles looked great blown up and dotted around the conference venue and the delegates loved them.

The credits

Copywriting agency: Barnaby Benson Copywriting London

Copywriter: Barnaby Benson

Agency: Catherine Turner Ltd.

Client: Boehringer Ingelheim

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