top of page

Copywriting for the automotive sector

Cars are a high-ticket item - the second most expensive thing most of us buy. So car clients can invest heavily in each sale with advertising films and other marketing collateral as well as stands at the world’s major trade shows. We have developed theming ideas for dealer conferences and scripted these events as well as written creative collateral. We have also contributed to brand guidelines for automotive clients helping refine the brand and accommodate the addition of new sub-brands to the master family.


  • Jaguar Land Rover

  • Honda

  • Rolls Royce

  • Avis

Types of writing

  • Positioning

  • Brand Guidelines

  • Event theming and speechwriting

  • Film voice over scripts

  • Bid and competition entries

The Barnaby Benson approach to automotive copywriting

  • Strong, clear messaging - we have a thorough message development process that applies the same level of discipline and questioning that goes into an advertising campaign.

  • Brand agency background - having worked with world leading brand agencies, we understand language’s contribution to brand positioning. This might be a rejuvenated tone of voice, a brilliant idea for an advertising campaign or the encapsulation of a brand’s positioning.  

  • Adept with all media - we’re able to grasp the demands and constraints different mediums put on language. Copy that works for an annual report will not work for a brochure – our copy adapts and flourishes. 

  • Creativity and vitality of language - we are keen readers of great books and study their clarity and originality. We aim to keep our language fresh, intense and free of cliche

Benefits of the Barnaby Benson approach

  • Achieve more - good writing engages. It persuades. It motivates. It makes points clearly. It gets the job done.

  • Save time - you could spend hours and never quite capture what you wanted to say. Or you could brief a copywriter.

  • Delight audiences - most business writing is dull. No wonder people ignore it. Stop being boring!!! Break through the clutter! Be noticed!

  • Make money - when writing communicates benefits, it empowers your business. People will understand why your idea, product or service is worth their attention. A good sales letter can generate sale after sale after sale… A persuasive PowerPoint presentation can… You get the idea.

  • Stop worrying - people fret about spelling and making grammatical errors. Let someone else worry about it.

  • Sound right - personality in writing can give you an edge. Maybe your brand is friendly. Or funny. A copywriter can capture that. 

  • Gain perspective – being familiar with your product or service isn’t always a good thing. A pair of fresh eyes can spot what's important for the consumer.

Get in touch

Brand clients

"What a pleasure to have worked with you and thank you for your good work. Having both been thrown in the deep end, you handled a complicated briefing with ease and fully grasped the message the client was wanting to put across. Your scripts worked very well and you made changes quickly, enabling the animators to make any changes they needed in time to hit their deadlines. You made my job so much easier. I would not hesitate to work with you again on any project - either Corporate or Broadcast - that I can include you in on."


Lynne Beardsall


bottom of page