Copy is fungible;
literature is
inimitable
We matchmake brands and authors
At TWA, we believe great copywriting just means great writing.That’s why we matchmake brands with publishing playwrights, poets and novelists.
Our Packages
Pick what works; or ask us for a tip
Pen our oeuvre - we want the romance of the century with a published author
Know you? We could write the book. Think ground-up voice reworks. Long-form product stories.
Silly stunts - we want a summer fling with a published author
Think haikus on hightops. An acrostic pinned to the lapel of 100 varsity jackets. A Bildungsroman-backed launch.
Bookworm in the corner - we want you in the room, always
Know you? We could write the book. Think ground-up voice reworks. Long-form product stories.
Our Industries
We play well with...
Technology
Be the voice in a market of tannoys.
We differentiate tech brands in B2B and B2C markets.
Luxury
"Irreplaceable words are not chosen"
The promise of a brand lives on the choice of an adjective, a pruned phoneme
even an ungrammatical line break.
Agencies
We partner with large agencies to deliver small wonders. Tag us in on a project and watch your clients’ hearts soar.
- Look hip
- Justify cost
- Deliver new
We matchmake - brands and authors
Ever wondered what someone like Ernest Hemmingway would make of your newsletter?
Might Sylvia Plath find your email copy a bit tragic?
Bretch baulk at your bulletin?
You get the picture.
Our key insight is that the essence of good copy is inimitability. That’s why we matchmake brands with award-winning authors - to provide a voice all their own.
The result is precision in rhythm, spectacular vernacular and a 100% unique approach to talent and service.
Why we matchmake brands and authors
The real reason is that it started, like so many noble projects, with a rising, unignorable irritation at what the project seeks to upend.
If you survey many of the B2B and B2C brands of today - good and great brands - spanning a breadth, you will find a disproportionately narrow range of voices used to represent them.
Luxury brands might communicate in what we call Breathless Polysyllabic. ‘Retire into decadence, ’’Embrace luxury’ or the ever-popular invitation to ‘immerse’ oneself in some a pleasant-sounding abstraction.
On the younger, hipper end of things, you;ll find daring informalities. Witness the disruptive elision of talkin', walkin' or gettin' on with it.
And it seemed a pity to us that so many brands, rooted in culture, material and process, historied and bright-futured, in singular ways, found such a paucity of options in the language they could communicate with. Find fungibility.
So, we might flip the question on its head:
The main argument for hiring a copywriter over a writer is not that they’re better at writing. It’s that their job - their profession - is an established method of fulfilling that business function.
Copy is needed, so it’s best to have in place a person who can belch it out, more or less on message, in short order and at moderate expense.
If that is your requirement, let me introduce you to any LLM operated by a person with a decent grasp of brand editing.
The secondary argument would be that copywriters are simply more hard-nosed, ruthless communicators. Like a shark capable of scenting a single drop of blood in a mile of ocean, a copywriter will find the emotional trigger - be it envy, greed or boys’ enduring love of their toys - in a dry, 150-page car manual (a David Ogilvy ref for the now-seething copywriter).
We hold that this simply isn't true; that writers have always been the crueller surgeons of human heart, cutting more deftly and economically, into the stuff of lust, desire or aspiration. If you want proof of this, consider who pays for copy, in its own right, as a means to feel, and who pays for novels, television or poetry, as a route to the same.
Last, one could argue a copy makes better use of established psychological and behavioural techniques - loss aversion, anchoring, etc. - but the truth is these are teachable skills, especially by someone, who, for instance, works over a decade in content and marketing before assembling a team of poets, playwrights and novelists to upend a bloated, AI-beleaguered industry.
So, we return to our first question: what do writers do better?
Brands are storied. They are rooted in materials, process and culture. A brand, in our opinion, is a strange artistic interloper in the world of business. And If we have disdain for “copy,” this is partly because we are besotted by brands,
these amazing, extratextual characters, legitimisers of desire, siren-callers to self-reinvention, the lights on the runway from which want rises to do.
There is something gorgeous, strange and enduring about these things which span mediums. A certain shade, a pattern of speech, an exact thread count, or thermal rating on a piece of outerwear engineered to perfection.
They are not quite, but they are the closest thing to characters made flesh. And we think they deserve better.
We think your brand deserves someone who yearns to get underneath its skin; to map its speech patterns, hammer its cadences, tweaking asyndeton & punctuation until the rush hits just so, the speed - just as it should.
This is a person with a magpie's eye for the strange, beguiling noun, someone who will pore over your history, specifications and voice of customer research for the adjective, adverb or preposition which seduces absolutely.
The result is more than the matching of a common style to a vertical. It is to find your brand’s true hinterland: the cultural, linguistic and aesthetic wellspring from which all flows.
It opens doors to content types previously undreamt; to social media stunts, deep collateral and a vocabulary all your own.
While everyone else drones monotonous from the songbook
How it works
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Browse our house writers and their sample packs and get in touch to book a Tête-à-tête with your favourite
OR
Submit a form and we’ll make the match.Think haikus on hightops. An acrostic pinned to the lapel of 100 varsity jackets. A Bildungsroman-backed launch. Text-based art - narrative social media - script writing for video -
Pick your service level and project scope. In this initial project scope, we’ll outline what will be written and where.
Build a one-on-one relationship with a published author immersed in your brand. This relationship will be overseen by an account manager who’ll serve as a business-to-art Rosetta Stone.
How we got started
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THE MARKETING DIRECTORS AND EDITORS WHO PAIDOUR BILLS KEPT ASKING HOW WE TURNED OUT SUCH GREAT COPY.
WE ANSWERED, ‘ BECAUSE WE’RE WRITERS . ’
FROM THERE, IT WASN’T HARD TO JOIN THE DOTS.
