Case Study

Scripting the host so they maintain a conference’s momentum

The client

Boehringer Ingelheim

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The challenge

The host propels an event. They set up the speakers so the audience is eager to hear what they have to say. And they pick the audience back up if their enthusiasm begins to wane. Aware of this, pharma giants Boehringer Ingelheim put a charismatic actor on hosting duties. Our job was to give him a script that matched his persona. It had to excite and entertain - while staying on message - and re-energise everyone after each presentation.

The solution

First, we needed to understand what made the company and its internal audience tick. The sales team’s culture was humorous and fun-loving, but highly competitive and ambitious. So we peppered the script with warm jokes and some good-natured ribbing. This was a content-heavy, informative event. So we made the host the respite: links were light-hearted and any housekeeping was addressed in an entertaining way.

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The writing

"Please wear your badge at all times. If you’re not wearing your badge, security won’t let you into the venue…you’ll miss out on the speakers and you’ll have to walk the streets all day like a tourist looking at old buildings and buying stuff you don’t need. Vienna is lovely but, as Bruno might say, it is so 19th century. Ya? The zeitgeist is in this room. I can feel it. This is where the action is, believe me."

The results

A successful conference, a content client and subsequent repeat business.

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The credits

Copywriting agency: Barnaby Benson Copywriting London

Copywriter: Barnaby Benson

Agency: Catherine Turner Ltd

Client: Boehringer Ingelheim