Mitul Chauhan | Copywriter

AA tone of voice

Agency guardian, OLIVER

— Project name

AA tone of voice


— Role

Account Lead

Brand Guardian

Training new starters


— Employer/client

OLIVER agency


— Sector

Automotive and

Financial Services


— When

2016-2018

During my tenure as AA account lead at OLIVER, I was brand guardian in the agency team. And that meant putting our work under the copy microscope, from making call to actions kick-ass and reviewing subject lines against spam filters, to giving headlines the human touch. But more than anything I ensured that we always wrote in the AA tone of voice and made the complex worlds of breakdown cover, car insurance and credit cards, sound simple. 


I became so immersed in the AA's messaging guidelines that I trained new client and agency starters on them. As well as a brand guardian, I often became an extension of the creative team, penning my own content for emails, award submissions and case studies.


DMA award case study PDF

Standard A4 letter template

Advertising, brand and CRM integration