The latest copywriting best practice, trends, statistics, industry insights, developments, and more

Briefing: AI copywriting - An overview

 ‌ Copywriting, when done effectively, can have a hugely beneficial impact on click-throughs and conversion rates. Really excellent copy is funny and attention-grabbing, nuanced and empathetic, or plays subtly with our expectations and the meanings of words. Surely all of these things require a human touch?

In this briefing, we delve into how AI copywriting technology works; the benefits and limitations, the concrete results it can produce, and whether the fears about job losses are grounded in reality.

Storytelling for Marketers

Storytelling for Marketers

This report explores techniques, challenges and opportunities around storytelling in the context of marketing and brings together important best practices to help marketers tell better and more compelling stories.


How RappiPay Mexico is using AI to speak to customers ‘in their own language’

You might have heard of Rappi, a rapidly-growing Colombian on-demand delivery startup and last mile ecommerce platform that has been called the “Latin American super app“. Like many super apps, Rappi has a payments arm: RappiPay, originally launched as a peer-to-peer payments platform and electronic wallet service in 2018 (Portuguese-language source). It has since rolled […]

Four food brands with delicious copywriting

People eat with their eyes, or so the expression goes, which is why food brands tend to rely on high quality imagery and design to sell their products.  But while words are tricky to get right, copywriting can be just as important from a marketing context, with the most successful examples triggering both an emotional […]


Agency positioning – what does good look like?

Towards the end of last year, I explored how the same tired words and phrases are regurgitated and recycled by agencies, to the point where they have become pretty much meaningless. Yes, I was the one that ripped your agency proposition to shreds. Sorry about that.

Two side-by-side screenshots of Facebook ad copy, both of which use emoji and sound extremely similar.

How Wowcher used AI copywriting to reduce Facebook ad CPL by 31%

Deals brand Wowcher succeeded in gaining a 31% reduction in cost per lead (CPL) after it piloted Phrasee’s AI copywriting tool for social ads. We spoke to Sara Cartelle Buceta, Account Director for Wowcher’s agency Tomorrow TTH, and Parry Malm, CEO of Phrasee, to learn how the tool was able to deliver.

What can we learn from bad marketing copy?

Every now and again, an ad or marketing campaign comes along that’s so misguided, it’s baffling to think how it ever made it to fruition.

A bad idea or poorly executed theme is one thing, but when it involves copy that’s clearly been painstakingly created, reviewed, and approved – it’s all the more disconcerting.

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