Go woke. Or don't. Get sustainable. Now scale with AI. Hire an English grad to pitch some alliteration? Again? Screw off. Get a poet with their own Wiki page. Make a scene. Keep going.
At TWA, we believe great copywriting just means great writing. That's why we matchmake brands with publishing playwrights, poets and novelists.
Three ways to work with an author
Market-led voice and messaging, copywriting, and AI operationalisation — built with a published author, not a template.
Coffee table books, product inserts and other loved objets d’art, written by prize-winning authors.
SEO, GEO and paid media, run day to day — with writing that sounds like nobody else.
The promise of a luxury brand is a promise about personhood.
Notice I said the promise of a luxury brand.
The promise of a luxury company or product may be a mix of the tangible and the intangible: a perception of reliability, a measure of durability, a thread count lost on all but the most princess-soft skin.
Brands, however, are things with values. They are playful or mature. Meticulous or chirpy.
A brand then is a service or product range personified.So far so good in brand copywriting 101.
Why, then, a prize-winning poet and not a workaday copy-jockey, or even an LLM from whom the latter are increasingly indistinguishable?
Let's put our cards on the table.
At TWA, we believe writers have always been the better smiths of personhood.
It's in the love of language. The fine-grained control of rhythm, sibilance and suggestion.
Only a writer could pen:
'the whirligig of time brings in his revenges'Shakespeare, Twelfth Night
Notice how the airier /ɪ/ sound in 'Whirligig' sets up the denser, tightening consonance of the /z/ and /d/ sounds of brings, his and -enges. Notice how this constriction quickens the pulse. As things tighten phonically we think 'oh dear, he truly is bringing in his revenges.'
'Stepping into the [redacted] Hotel feels like uncovering a hidden gem.'From the portfolio of an actual luxury copywriter
Notice the shameless deployment of a cliché worn bare. Notice the familiarity. You have read this 1,000 times before.
In short then, we believe that when the promise of your brand, the promise of your personhood, hangs on the choice of an adjective, the pace of a rhythm, an evocation of place, you're better off with someone who's lost sleep over sibilance.
The kind of linguistic freak who has to know why brings, his and -enges work.
You're not better off being the one millionth uncovered gem, timeless style or best-kept secret.
You're now probably thinking at least one of the following:
Something new; something old; something borrowed
Know that — somewhere — at 3am — this year's hot young poet has shot out of bed upon realising there's some gorgeous assonance to be had between the alloys that make up your bike frame and the trails your riders love.
We're breaking the mould...where it's weak. Bedrock practices such as voice of customer research, persona development, and all the other product-brand-and-business delving are here served alongside our unique value proposition.
We work with in-house marketing functions, agencies, do-it-all owners and project-partners. Whether you'd like to sprinkle panache or imbibe a truer voice at your deepest root, we can bend, curl or jump to meet you.