50 Sport
Client
Industry
Social media marketing
Service
Training
50-sport.com
50 Sport are an award-winning creative and social media agency who specialise in sponsorship and sport. They work for clients like FIFA, the Rugby World Cup and the FA, building social engagement and excitement across social media channels, by targeting specific audiences and creating content that appeals to them. They turned to Craft Words to help them write punchier copy and provide them with some social media confidence.
The agency chose Craft Words to help because of our experience designing workshops to help teams write better. We developed them for the Association of National Olympic Committees (ANOC) to help their people across the world write more confidently. Helped to revitalise the Dunlop Sports brand with a brand new tone of voice and identity. And we also have a long association with Nike, working with them on projects such as their end of season social comms. In addition, our founder Paul Anglin is an award-winning professor at IE University and has two bestselling online courses with DOMESTIKA.
One of the challenges the team at 50 Sport were facing was how to jump between several different clients and tones of voice in the same day. They needed to gain a better understanding of the mechanics of writing for social. Our job was to help them get a handle on what makes tone of voice and how to stay consistently on brand.
We sat down with the 50 Sport team to understand what they needed. In a nutshell, it was to bring everyone up to the same level of confidence in writing for social. We agreed that the answer would be some short, simple, but impactful training sessions in how to write clearer.
Craft Words then went away and developed a bespoke two-hour writing workshop for 50 Sport. It was designed to help their varied audience understand the core ideas behind how to write effectively for social. With tips on how to spot and stay consistent in tone of voice and how to modulate it. Our goal was to demonstrate how engagement was less about the platform they were writing on, than the topic they were writing about.
The result was a reinvigorated team at 50 Sport who felt they had a good grounding in the fundamentals. Not only of writing for social but in being consistent with each of their brands’ tones of voice. We were extremely pleased to have helped boost a young and very talented team in a fast-growing agency.
Our client at 50 Sport, Marcus Keith said,
“I’ve worked with Paul at multiple communications agencies and have no hesitation in recommending him and his team. Their copywriting and tone of voice workshops were also incredibly well received.”
Talk to us about how Craft Words can help you.
Tone of voice and brand challenges resolved via well-crafted words across all channels, to get you and your brand, business or organisation wherever you wish to go. Liam Morgan Cogs
Liam Morgan
Cogs
Everything you could ask for. On brief, on time and always looking to improve the work. Highly recommended. Raul Balreira Digital Project Manager, Tribal Worldwide London
Raul Balreira
Digital Project Manager, Tribal Worldwide London
It was a pleasure to work with Paul. His great collaborative mindset and professionalism push the deliverable to the next level. He’s a great content strategist, writer and thinker who asks insightful questions to push the design. I’ve never worked with a writer who influences design so much. Seisho Manabe Director, Frog Design
Seisho Manabe
Director, Frog Design
Paul knows his audience. One of his sayings has become a team mantra – ‘Your audience always has an opinion. Start there.’ Anita Stubenrauch Author of Apple's Credo
Anita Stubenrauch
Author of Apple's Credo
Paul just gets it. He elevates content to the next level. He’s a talented writer, creative and a very clever communicator. And he’s great to work with – hard working, passionate and extremely humble. Anna Murphy Content Manager, PepsiCo
Anna Murphy
Content Manager, PepsiCo
Reliably supported our product teams with great copy, but also essential in setting up foundations for voice & tone and other content guidelines. Hertje Brodersen Head of Design ∙ Experience Strategist, Zalando
Hertje Brodersen
Head of Design ∙ Experience Strategist, Zalando
Really friendly, talented and experienced copywriters. We’ve worked together on several projects for Nike EMEA and Global - extremely easy to collaborate with. Jorge Cumbre Unseen
Jorge Cumbre
Unseen
Paul is a true wordsmith. He is never satisfied with ‘good enough.’ It was a pleasure to work with—and be inspired by—someone constantly seeking experts and experiences to hone his craft. Anita Stubenrauch Senior Content Manager, Apple
Senior Content Manager, Apple
Paul is one of the most insightful writers I’ve worked with. He’s a strong and proactive creative whose infectious enthusiasm and forethought have driven many global campaigns to success. I couldn’t recommend Paul more highly. David Clarke Executive Creative Director, Huge
David Clarke
Executive Creative Director, Huge
Paul exemplifies the best elements in a writer: he’s constantly looking for inspiration, and maintains a childlike sense of wonder for new things. His appetite for all things literary is humbling and he’s the nicest guy you’ll ever meet. Ben Oliver Vice President, Creative and Original Content at RFRSH Entertainment / Blast Pro Series / Astralis / Origen
Ben Oliver
Vice President, Creative and Original Content at RFRSH Entertainment / Blast Pro Series / Astralis / Origen
Straight away, we saw Craft’s work ethic and can-do attitude. There have been many big projects where we needed support and this took a lot of weight off our shoulders and meant we could concentrate on more strategic decisions driving the projects. Andrew Penfold Digital & Content Marketing Manager, Security & Safety Things
Andrew Penfold
Digital & Content Marketing Manager, Security & Safety Things
Very professional and knowledgeable. I had a great experience working with Craft Words organizing communications training for the Digital Impact Alliance. They customized each workshop to our specific needs and industry, and were adaptable as new things came up. Our team had a lot of fun during the sessions and learned new strategies and techniques for writing and presenting. Arielle Diamond Senior Communications Manager, Digital Impact Alliance (DIAL)
Arielle Diamond
Senior Communications Manager, Digital Impact Alliance (DIAL)
We recommend Craft Words to anyone who wants to find their voice and put personality to a brand. Simon Croft Founder and CD, Orangery
Simon Croft
Founder and CD, Orangery
Craft Words patiently worked with us to have a deep understanding of our history, our purpose, our values, our successes and failures. They then translated that work into authentic stories and positioning which truly reflect who we are. We are very grateful to work with them. Alex Olmedo Co-Founder, Fast-Track
Alex Olmedo
Co-Founder, Fast-Track
All our projects start with a conversation. Maybe you’re not entirely sure what you need, that’s fine, we’re happy to explore it with you.