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Marketing Week

Tone of Voice

Mini MBA Series with Mark Ritson

The Marketing Week Mini MBA Series, led by Professor Mark Ritson, are MBA level, CPD accredited courses that bring together decades of Mark’s renowned MBA teaching, brand consultancy and award-winning opinion pieces with one of the UK’s leading marketing publications.

The Brief

The team behind the Marketing Week Mini MBA series needed guidance on how to talk consistently in the right tone when creating content and comms for the Mini MBA programme; anything from website copy to module descriptions and sales brochures. Crucially, they needed clarity and direction on distinguishing between and using Mark Ritson’s iconic and forthright voice, and that of Marketing Week itself.

The Response

Clearly, having such a huge asset and leader in Mark Ritson on the course was a massive plus, yet this also was arguably the biggest part of the Tone of Voice challenge as we actually need to develop two; The Institute (Marketing Week), and The Professor (Mark Ritson).

Alongside developing these two distinct voices, there was also a clear and concise plan required to identity when each should do the talking, tips on how to get it right, and plenty of examples for each.

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The Results

Gasp oversaw the refreshing of the copy for the new website, as well as course brochures to test drive the new Tone of Voice guides with rigour. On meeting our quality standards we handed the baton over to the Marketing Week team. We were very flattered to be asked to do this project, we are huge fans of Mark and Marketing Week. It’s great to see the Mini MBA series go from strength to strength with a fresh intake of students, adding to the 12,000+ marketers and professionals who have completed the course since its inauguration in 2016. We would certainly recommend it!

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*Project delivered in partnership with Marketing Week's lead agency, Huddle Creative.

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