Mike Reed’s Post

Many thanks to Singapore International Chamber of Commerce for a great networking event last week – an ideal forum for Rupert Thomson and I to spread the word about Reed Words’ recent expansion into Asia. For me, it was a refreshing change from the rather stiff British version of this sort of thing – where we chat haltingly for ten minutes pretending we're not really interested in pitching ourselves, we just happen to be in the same room eating canapés, before suggesting sheepishly that maybe we share details in case there's anything we might, you know, be able to help with, in a tone we hope conveys how mortified we are to have dragged things down to this nakedly commercial level. In Singapore, I discovered, one leads with the immediate presentation of one's business card, and a succinct summation of one’s business, along with genuine interest in the other party’s story. It’s so much friendlier, more efficient, and less absurd. In the end, we met a whole host of interesting people, from all sorts of sectors – and ate well into the bargain. So hello to all our new friends – and thanks again, SICC! (An extra thanks to them for the photos below.)

Many thanks to Robert for sharing this: we're running another workshop in Singapore next week – this time for brands. If you work in-house for an APAC organisation, and fancy a lively discussion about the language of branding (or, indeed, the branding of language), sign up using the link in Robert's post below. Also, watch out for his interview with Rupert Thomson and me in Campaign Asia-Pacific, planned for release in August.

Thanks so much to everyone who came to our first workshop in Singapore! Fascinating discussions and such a warm welcome. More of this next week…

Very excited to be working in our new Singapore office this week and next, alongside our General Manager here, Rupert Thomson. Among other things, we’re running free verbal branding workshops for agencies, brands and those working in the arts and culture space. There are still a few spaces going, so let me know if you'd like to join us. Or, if you'd like to just grab a coffee and have a word about words, that would be great too! Feel free to DM me here.

We’ve been itching to share this one for ages – so I’m excited to be able to reveal it at last! Since 2005, Cashplus has evolved from a prepaid card operator into a fully-fledged bank, focusing more and more on the needs of SMEs. That evolution meant the name was increasingly disconnected from the reality of the business – which is where we came in. Their new name, Zempler Bank, emerged from two critical words: simpler (they make business banking simple) and exemplar (they set the bar for service and innovation). Combined and given a twist, these words make a name that’s simple, distinctive, and memorable – with that intangible but all-important sense of character. Three cheers for the Reed Words team on this one, especially Orlaith Wood and Jamie Thorp. And a big thank you to our creative partners at Output, who have made the visual identity so impactful and fun. Of course, no great work happens without a great client – so equally big thanks to Tatiana Lipiyaynen and Edward Rosoman at Zempler Bank for their partnership and trust throughout the process. See the launch website here: zemplerbank.com Thrilled to say that we’re now working with Zempler on their full verbal identity – so watch this space!

Thanks so much to A'bidah Zaid Shirbeeni and MARKETING-INTERACTIVE for covering our launch in Singapore. It's fantastic to be getting attention like this. We’re already working with a couple of local clients (watch this space), and talking to more. I’ll be there from 15 July, working with Rupert Thomson and meeting as many new people as I can. (If you're there and would like to connect, please say hi!) I’ll also be leading some free workshops. One for brands, one for agencies, and one tailored to arts and culture. If you're interested in coming along, feel free to DM me, and let me know which workshop you’d like to attend. I’ll send you more details. Can't wait for my first experience of Singapore!

Thrilled to see the tagline we wrote for Creative Time is now live – just in time for their 50th anniversary. Creative Time commissions and presents ground-breaking public art in New York City. Perhaps their most famous commission is the Tribute in Light – the bright twin beams that pierce the Manhattan sky every September 11. The range of projects and artists they have supported since 1974 is extraordinary. The new tagline – Art that Meets the Moment – crystallizes CT’s commitment to art that illuminates particular times and communities, and which galvanizes social change. See the link to their site in the comments 👇 Huge congratulations to Creative Time on a phenomenal 50 years, and thank you for the chance to play our little part in the anniversary. Thanks also to our friends at W&CO in New York for bringing us into the project. #verbalbranding #copywriting #tagline #strapline #branding #art

So exciting to see our brilliant clients at Zoox introducing their extraordinary invention to the world. We’re incredibly proud to have been part of their story for several years now, and to see our words shaping so much of the brand and experience. Go Zoox!

Looking forward to this at MAD//FEST next week. Such a great example of the power of a well-chosen word, and how much you can pack into it. I’ll be at all three days of MAD//FEST, and always keen to make new connections. So if you're there too, say hi! 👋