Tate & Lyle

An extraordinary task

Client: Tate & Lyle
Agency: Futurebrand
Creative Director: Will Bloor

A huge project that ran for well over a year and involved reviewing, editing and condensing content from more than twenty microsites into one mothership site. Working closely with strategy and creative teams from Futurebrand, my job was to interview global staff across different business areas and write new website content in line with the brand’s new tone of voice.

Working both remotely and in-house, I worked closely with the internal marketing team and category managers to review and redefine messaging and to ultimately, simplify a vast amount of complex information. As a huge global brand with many strings to their bow, there was a real need to say less in order to better communicate their vast and varied offer to the world.





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