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A distinctive corporate tone of voice for internal communications

Intranet, user guide, launch emails and banner ads

The client


The challenge

The Finance Academy was a new internal communications tool designed to encourage AstraZeneca employees to be more ambitious and motivated about their careers. We needed to give the campaign a distinctive voice. Then we needed to use this voice to write the copy for the intranet site, user guide, launch emails and banner ads.

The solution

It began with some language consultancy to capture the perfect tone. We then provided a range of practical language techniques to the agency - and the client put their thumbs up to one that questioned the reader and provided informative answers. That settled, we got writing; making sure we kept the tone consistent throughout the different media.

The writing

“Want to take control of your career development path? Now you can.

The finance academy is launching soon. It has a development pathway tool that recommends next job moves to further your career. It will even tell you what capabilities you’ll need. And it will recommend a development designed just for you.”


The results

The informative, proactive tone of voice went down well with the client, while the campaign went down well with the employees. (Which went down well with the client.)

The credits

Copywriting agency: Barnaby Benson Copywriting London

Copywriter: Barnaby Benson

Agency: The Team

Client: AstraZeneca

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