“Hi, I’m Larry Percival. I confess, it sounds very boastful to call yourself The Wizard Of Words.

But it does conjure up the one talent I have.

I am completely useless at languages. I can’t make a soufflé that stays risen. I’m not great at tennis (despite being a combination of Roger, Rafa and Djoko in my over-imaginative head).

The one thing I can do is write words. Specifically, words for brands.

I listen – really listen – to clients, and then write words that are authentic, compelling, motivating and above all, sell things.

As a Copywriter, I’ve written words for Nike, Canon, The Ritz London, The Sunday Times, Emirates Airlines, Procter & Gamble and many, many more, for companies large, small and brand new.

I learned to write when brands expected their words to be remarkable, long before words became ‘content’, a bland commodity.

I’ve worked for some of the world’s greatest marketing agencies and groups, like Publicis, Grey, and Interpublic.

But now I just work for myself, in the service of clients that want real alchemy in their brand words.

I’ve written one-liners that last for decades, brand ‘boilerplate’ statements that capture the very essence of a company, whole websites, award-winning ad campaigns and intra-company comms.

I love writing for corporate brands, but I’m also absolutely passionate about start-ups and challenger brands.

I work in a rigorously simple way, a way I’m sure you’ll find refreshing.

Above all, I want to listen to you talk about your brand or company, about your people, values and dreams.

And then that’s when the magic happens.”