What we do

Case studies

100 Days

The 100 Days project, which marked the centenary of the First World War Armistice, shone a light on 100 individuals touched by that conflict. Jill Hopper and Rebecca Dowman wrote pieces for the project, a partnership between writers’ collective 26 Characters and the Imperial War Museums. Jill spoke from the perspective of a Derbyshire mother who had lost two sons in the Battle of the Somme; Rebecca captured the emotions of a young woman, whose brother was facing court martial for refusing to fight.


GlaxoSmithKline (GSK) has world-leading businesses in pharmaceuticals, vaccines and consumer healthcare products. Working with the FTSE 100 company’s corporate responsibility and reporting team, we have helped write its last three annual reports.

This has involved contributing to most sections of GSK’s core strategic report, including the business model, global marketplace and business overview pieces, along with supporting case studies, as well as summarising its standalone responsible business supplement for inclusion in the annual report.

Sarah Dyson, Head, Corporate Responsibility and Corporate Reporting, said:

“Rebecca has an extraordinary ability to digest and distil large volumes of complex information and produce a clear narrative. Her input to the GSK Annual Report over the last three years has been invaluable. She is extremely reliable and a pleasure to work with.”


EY asked us to capture the essence of the talks and workshops at CODE_n, the start-up event it sponsors at CeBIT, Europe’s largest technology conference.

The theme of the Hanover event was the Internet of Things (IoT), and a range of senior EY figures spoke about the implications for business – from cybersecurity to the omni-channel consumer. For four days Jill Hopper kept notes of their speeches, interviewed participants and canvassed delegates’ opinions.

She produced an extensive series of blogs, tweets, case studies and news stories that distilled EY’s thinking on IoT, which is a crucial area for its large corporate clients.

Stephan Kuester, EY’s Director, Brand, Marketing and Communications, Germany, Switzerland and Austria, said:

“Jill delivered a stellar performance in covering the complex and multidimensional world of tech. We were all delighted with her work and are busying ourselves seeking out a full range of channels to leverage her great insights and material.”

Associated British Foods

From Twinings to Primark, diversified international food, ingredients and retail group Associated British Foods has a broad portfolio of renowned brands.

For the past three years, we have produced case studies for the company’s annual report, covering topics as varied as anaerobic digestion and Chinese sugar beet farming to Harry Potter merchandise and cold water infusion teabags.


ey_newTechnology is revolutionising the boardroom as digitally-empowered customers require companies to transform they way they – and their leaders – operate.

Competition, coexistence or symbiosis: The DNA of C-suite sales and marketing leaders explores the changing role of chief sales officers and their marketing counterparts.

Written by Content, the report is the cornerstone of a major global EY thought leadership programme. Drawing on quantitative input from more than 800 C-suite leaders, and our in-depth interviews with 20 more, it assesses how sales and marketing chiefs are reacting to the changing commercial environment, how they must overhaul their skillsets and approach to remain relevant, and how an emerging breed of leader – the chief commercial officer – may subsume both roles.

Apart from the 40-page report, we also wrote a complementary life sciences sector perspective and the script for a linked animation.

Grant Thornton

Grant Thornton’s Corporate Governance Review provides the UK’s only comprehensive analysis of the annual reports in the FTSE 350. The review assesses compliance with the disclosure requirements of the UK Corporate Governance Code and the narrative reporting criteria of the Companies Act. Rebecca has edited the highly-respected publication each year since 2012.


In 2017, Sainsbury’s wanted to update its online sustainability presence as part of a wider refresh of its corporate website. The FTSE 100 retailer chose us to produce the editorial.

A three-strong Content team delivered more than 50 lively case studies, reflecting Sainsbury’s 17 sustainable business commitments – ranging from diversity and inclusion to community impact. We also crafted over 80 ‘calls to action’ to direct site visitors to related resources across the company’s online media.

26 Prints

“Painting is poetry that is seen rather than felt, and poetry is painting that is felt rather than seen.”

These words by Leonardo da Vinci were the inspiration between 26 Prints – a collaboration between writers’ collective 26 and Eames Fine Art. Alongside other talented writers, Content’s Jill Hopper and Rebecca Dowman crafted poems about artworks that they were paired with. Their pieces, along with the prints that inspired them, formed an exhibition at Eames Fine Art’s London gallery.

Unilever tone of voice

Digital technology has revolutionised the way we communicate. Businesses must now adapt the way they speak to their employees, customers and consumers or risk losing them.

To ensure Unilever’s writers engaged with their key audiences in a contemporary and consistent way, the company asked us to help it evolve its global tone of voice. This included researching and writing a core tone of voice guide, facilitating two writers’ workshops, writing the script for a training video, and creating explanatory presentations for key stakeholders.

Supporting refugees

Rebecca Dowman is an executive committee member and head of fundraising for Sanctuary in Chichester, which is part of the City of Sanctuary movement. This national network aims to build a culture of hospitality and welcome across Britain, especially for refugees and asylum seekers fleeing from war and persecution.

She is also a host with Servas, an international organisation which aims to build cultural understanding by enabling registered travellers to stay for free in members’ homes.