Using AI for writing is understandable. It saves time, it's free and writing to a professional standard takes experience. With a few text prompts, you can generate a piece of text which will do the job. More or less.
But there is a problem. AI uses the language and style of the corporation which created it. So your AI-generated text doesn't sound like... you.
It's like painting every room in your house beige. It looks OK for visitors, but it doesn’t showcase what makes you unique.
AI is a good starting point, but its generic language won’t communicate the individual qualities and culture of you or your business. It won’t speak in the language of a specific audience or convey human emotions, subjective content like humour or the subtlety of regional differences to make you sound authentic and trustworthy.
With 30 years experience of communicating complex ideas with clarity, impact and exceptional attention to detail, I fine-tune AI-produced content to highlight you and your brand values with the understanding and authenticity of a human voice.
I’m known for my ability to identify the key facts of a story and communicate them in clear, engaging language. Strong, ethical judgement ensures narratives are presented with sensitivity and authority, offering the reassurance that you're in a safe and reliable pair of hands.
Trusted by global clients, my expertise and experience covers all kinds of communication - including promotional media, case studies, features, web/social media content, campaign material and much more.
Primary services
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Creating engaging, original content for a range of media, from initial idea through to final delivery.
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Interviewing, interpreting and rewriting specialist information into accessible, compelling stories.
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Fine-tuning AI-produced text for bespoke content.
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Highest quality human copywriting and editing.
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Looking beyond the obvious for new content ideas.
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Adapting messaging and tone for audiences in different markets and regions.
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Social media content, including SEO.
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Collaboration with other creatives, such as photographers and videographers, delivering clear briefs.
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Scriptwriting and notes for presentations and video interviews.
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Managing the approvals process, to ensure all content is copyright compliant.
Additional services
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Graphic design and page layout
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Videography and photography.
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Sound recording and audio production.
Values
My 10 point mission. Always be:
Kind I Early I Helpful I Original I Reliable I Proactive I Grounded I Committed I Professional I Approachable
About
I’m a former journalist and magazine editor, who founded 9016 in 2001 to deliver the highest quality copywriting and media content to global clients. These have included the Yamaha Corporation, Steinberg Technologies and more.
Ideas driven, highly organised and very down to earth, I’m experienced at working on my own initiative and in seamless working relationships with people at all levels and from a wide range of disciplines.
I'm also a songwriter, sound recordist, producer and musician, a proudly proactive sponsor and supporter of women’s football and an advocate for mental wellbeing and neurodiversity awareness in older people.
I was the co-founder and creative engine behind Scottish women's football vlog Something To Shout About and I’m proud to sponsor Robyn Gibbon, captain of Benburb Women FC in the Scottish Women’s Football League.
Testimonials
"You write beautifully. I understand why people compliment your storytelling skills, your synopsis was compelling and so provocative to the reader."
Theresa Shearer FRSE, CEO, Enable.
"You are a great storyteller!"
Alison Watson, Social Media Manager, Steinberg Media Technolgies GmbH.
"You can always count on a great writer. Rob understands exactly what the client wants and weaves a story which resonates with the target audience, even when he is given minimal information in a briefing from a non-native English speaker like myself."
Atsushi 'Ascot' Kitagawa, Yamaha Corporation of Japan.
“Besides being a great writer, you can always count on Rob to be very reliable and thorough. My marketing colleagues and I enjoy his style of writing and the way he is able to adjust according to the target group and channel. His work is always creative, yet also to the point, which is quite an accomplishment when confined within the omnipresent restrictive word count. Overall he is a great person to be around, and we’re very happy to have him on our team.”
Stefan Trowbridge, Head of Marketing and PR, Steinberg Media Technologies GmbH.
“Working with Rob is a pleasure, as we share the same values and beliefs around hard work and dedication to grassroots PR. It’s never about him; it’s always about working for the benefit of the client and the media we treasure. It’s this kind of work ethic - not to mention an impressive quality of work around writing, pitching and placing compelling stories - that still brings optimal results. Simply put, Rob gets it.”
Brian Galante, President, Dimension PR, Maine.
“Rob has commissioned photography and videography from Jotolio for over 20 years. He has the communication skills to explain his clients’ needs clearly and the creative vision to see interesting opportunities, but is always prepared to listen to ideas and work together to deliver the best end product. He is enthusiastic, approachable and always willing to help, including lugging equipment up stairs and across fields!”
Diana Muzzall, Proprietor, Jotolio, Aberdeenshire.
“9016 has collaborated on many European and global media projects with me for over 20 years, working very well both individually and as part of a team. In our business it is vital to build and maintain high quality relationships with staff at all levels, clients, end users and media outlets, all of whom are always busy. Robin achieves this with patience, good humour and honest, down-to-earth integrity.”
Karl Christmas, Marketing Manager, Yamaha Music Europe GmbH.
“I’ve only known Rob for a short time, but in that period I have been consistently impressed by his commitment to our team and players. He has been a tremendous supporter, not only through sponsoring players but also by actively promoting the club on social media and championing our interests with league officials. His enthusiasm, generosity and willingness to help have made a real difference. He is someone who genuinely cares about the people he supports and is always looking for ways to make a positive contribution. We are grateful for everything he has done for the club and for the encouragement and backing he continues to provide.”
Peter Green, Head Coach, Benburb Women FC.
"Fantastic! Thank you for the great work and your patience too! Everybody is really pleased with the process and end result, so please know your efforts and talent are greatly appreciated!"
Jeff McQueen, Yamaha Corporation of America.
“Your piece is fabulous - nothing like the cookie cutter type of write up that one so often sees.”
Dave Brull, Rialto Theater, Loveland, Colorado.
"Thank you very much for the beautifully written draft."
Ruthairat Kudo, Yamaha Corporation of Japan
“What a great article!”
Pam Skinner. Executive Producer, Sonia Friedman Productions, London.
“Rob is very, very good.”
Dave Robinson, Publisher, 52 Publications Ltd, London.
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