“Are you a copywriter or are you a creative?”
It’s a question that’s always annoyed me. Surely you can be both.
In the last couple of years, however, I have been dedicating most of my time to the craft. So, in the current parlance, I am probably more of a ‘copywriter’.
So let’s get started with something for the purists: the CRM tone of voice I created for Volkswagen in 2025.
This famous brand is built on five key pillars. In the following document, I reinterpret these pillars for other writers to use in a customer context.
Included for: tone of voice, copy strategy , brand-building.
Agency: Havas Helia