BackWhole team
Ben Afia - head honcho

Ben Afia

Ben’s always looking for the easiest way to get something done. Like when he worked as a drawing office clerk and got his skates on – literally – to move drawings between offices faster.

It’s the same thinking he’s brought to successfully changing the culture of companies like Aviva, E.ON, Legal & General and Boots. ‘If we make this easy for anyone to grasp, they’re far more likely to adopt it.’ Hence the straightforward, memorable tone of voice structure. Add training that’s more fun than it has any right to be, and you find HR teams galvanised into rewriting every last letter and contract, and statisticians taking on a whole new way of communicating their data.

  • Developed and implemented Boots’ tone of voice in-house
  • Designed and rolled out tone of voice for E.ON, Aviva, Cadbury, Vodafone UK and more
  • Catalyst and director behind writers’ collective 26
Do you want to pick Ben's brain

Do you want to pick Ben's brain?

Ben's always happy to chat. So call him on 0115 878 9685, or pop your details below and he'll call you.

Let's talk
4 steps to better writing
In our last post we looked at some of the pitfalls of writing to win attention. Now that we...
tone
I’ve been seeing TV ads recently that are targeted at people who want to quickly build their...
Cadburys image
Translating your above-the-line strategy to pack copy isn’t always easy. That’s why Cadbury...