B2B copywriting case studies




Case study 1 – Thorn Lighting


Client: With its UK headquarters in London, Thorn is a global supplier of both outdoor and indoor luminaires and integrated controls. Its innovative and sustainable lighting solutions are exported to more than 100 countries around the world. Since 2000, Thorn has been part of Zumtobel, a £1,228 million turnover Group which is both the European market leader for professional lighting and a global leader in control gear and lighting control systems.


They needed:Thorn Lighting initially approached me in 2009 to inject some creativity into a new product advert. Since then the workload has increased with Thorn requesting copy for all types of internal and external marketing and PR literature. This includes brochures, press releases, advertorials, newsletters, case studies, project stories, product launch information files, sales letters and much more.


The solution: I work very closely with Thorn, acting as an extension to the in-house marketing team. Our long-term relationship means I have a detailed understanding of Thorn’s vast product range and preferred style. This in turn enables me to write copy quicker and with very little information. 


Deborah Bestman, European Advertising and PR Manager, says: “Ceri has now become one of the Thorn communications team; we rely on her too much. Within completing the first few projects she has managed to pick up our style and language. She asks questions we haven’t thought of and brings a new perspective to a piece of work. We love working with her.”


For samples of work produced for Thorn Lighting, please email This email address is being protected from spambots. You need JavaScript enabled to view it.







Case study 2 – Castleoak


Client: As the UK’s leading specialist care and development partners, Castleoak is a £60 million turnover Group headquartered in Cardiff. Castleoak was established as a family partnership in 1984 and is today regarded as one of the most pioneering companies in the construction sector.


They needed: With the internal marketing department stretched to full capacity, Castleoak required some additional resource to tackle jobs which were constantly being pushed aside.


The solution: Starting initially as an 8-week trial, I worked one day a week alongside the marketing department in Castleoak’s Cardiff office. Following successful completion of this trial, I am now based at Castleoak for one day a week on a long-term basis. I report directly to the Group Communications Director, Jonathan Smith, who is the former Managing Director and Chairman of Golley Slater and Freshwater UK respectively. I cover a wide range of marketing activities, from writing project case studies to assisting with social media.


Jonathan Smith, Group Communications Director, says: “Ceri has great commitment and a real determination to get tasks done. Not only does she have all the basics - she is a very good writer with excellent organisational and inter personal skills - but she is always cheerful, obliging and flexible. She is a pleasure to work with.”


For samples of work produced for Castleoak, please email This email address is being protected from spambots. You need JavaScript enabled to view it.







Case study 3 – Telappliant


Client: Based in London, Telappliant is an Internet telephony specialist with more than 80,000 subscribers and one of the largest Voice over IP (VoIP) networks in the UK. It offers advanced, feature-rich telephone systems and low-cost call tariffs to businesses of all sizes.


They needed: With little understanding among small and medium-sized enterprises about the benefits of VoIP and related services for business, Telappliant commissioned me to write a white paper to support sales and generate new leads.


The solution: I worked closely with the marketing manager to understand the objectives for the white paper before putting together an outline and producing the first draft for review. Following successfully completing this white paper, I have recently completed a second along with a series of case studies for the website.


Tommy Powell, Marketing Manager, says: “The Creative Booth has created a number of white papers and case studies for Telappliant. We can always trust Ceri to do a fantastic job, managing the entire project from market research and client interviews through to delivery of the finished document. I am delighted with the quality of work, which has helped me to present the company in a professional manner and saved me a great deal of time and effort.”


For samples of work produced for Telappliant, please email This email address is being protected from spambots. You need JavaScript enabled to view it.







Case study 4 – Ethos


Client: Ethos is a talented full service creative agency which has been listed in Wales’ Hot 100 Fast Growth Companies. Over the past few years it has won several awards for its work and was recently a finalist amongst brands including Apple and Sainsbury’s for the Design Week Brightest Light Awards in London.


They needed: A reliable and trustworthy freelance copywriter, capable of understanding the brief and meeting tight deadlines.


The solution: Having successfully completed the first project for Ethos in 2010, I continue to work alongside the design team as and when required. Recent projects include invitation copy for Paramount Pictures UK, scripts for Centrica (British Gas) and Creditsafe, along with press releases and brochure copy for Ethos itself.


Ross Hutchins, Creative Director, says: “I have been so impressed with Ceri's approach to any brief I have provided. I quite often only provide her with bare bones to work with, however I have found her able to take this and provide creative, concise and top quality copywriting solutions which have proved a great success for my business. I am certain we will be using Ceri's services on a regular basis.”


For samples of work produced for Ethos, please email This email address is being protected from spambots. You need JavaScript enabled to view it.



To discuss your next copywriting project, please call me on 07969 437911 or email This email address is being protected from spambots. You need JavaScript enabled to view it.