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A unique brief from a major bank 

A 10,000 word parable? Not a problem

copywriting for a major bank
The client

A major bank.  

The challenge

Our client wanted their senior managers to start taking risk more seriously when supervising. We were asked to write a 10,000 word contemporary parable which did just that. 

The solution

Bestsellers tend to deal in themes like love, war and revenge - not supervision. However, with an interesting set-up, suspense at the end of each chapter, character growth and a satisfying conclusion, we raided the novelist’s toolkit to keep people reading and convey our message. Books are an unbeatable way of sharing insight due to people’s intrinsic desire to know what happens next. We tapped into that.

The writing

'There was once a company which was the pride of its employees and the envy of its competitors. It wasn’t the quality of their products which created these intense feelings of respect and jealousy, although they were impressive. Nor was it their position atop the sales league table, although it was remarkably consistent.

Instead, it was their stellar reputation. While the rest of the industry was no longer associated with good service, this company retained complete trust. While the public viewed their competitors with deep suspicion, this company was a byword for integrity.'

The results

An increased print run and talk of adapting the book for the bank’s US Head Office.

The credits

Copywriting agency: Barnaby Benson Copywriting London

Copywriter: Barnaby Benson and Joe Richardson

Agency: Blue Goose

Client: A major bank

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