Conference speech scripts

BB Copywriting write the speeches for many major brands including Novartis, Network Rail and Pfizer. We also write conference video and animation scripts – recent clients include Unilever and Cadbury/Kraft.

These companies use us because we have the experience to understand and convey the business objectives of a speech. We also have the judgment to know how to adapt the tone to suit both the audience and the speaker.

Scroll down for case studies;

Network Rail

The challenge: at Network Rail’s maiden AGM they would be defending their generous remuneration policy. The audience was to be made up of journalists, union members, passengers and members of the public. None of whom are shy about complaining.

The brief: craft a 20 minute speech which justifies, explains and ultimately gets acceptance for Network Rail’s remuneration policy.

The solution: anticipate, raise and address all possible objections. We also put an emphasis on explanation. The Network Rail employees were being rewarded for hitting punctuality targets. We made it clear just how challenging these targets were.

The writing:

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[QUOTE]

The result: success. There were no adverse comments regarding the remuneration policy –

a major achievement.

The credits: Copywriter agency: Barnaby Benson London. Brand Agency: WHO. Client: Network Rail

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Deloitte

The challenge: Deloitte were to unveil their new CEO at the conference. His predecessor had been wildly successful and popular, so a positive start was essential. On hosting duty was the BBC’s Emily Maitlis – known to some as ‘the female Paxman’.

The brief: offer advice on the CEO’s maiden speech and edit for impact. Review and fix other key speeches. Write the host’s script in Maitlis’ trademark journalistic and challenging style.

The solution: put the speakers at ease by building confidence and pointing out what’s working in the script before offering constructive suggestions as to what’s not. Maintain individual personality in each speech.

The writing: Click here for PDF

"The trouble with being shy is – and I learnt this at school a long time ago – it can stop you asking out that girl you like. She might have quite liked me. I had a lot more hair back then – and it was curly! But seriously, there are clients out there – blue chip clients – we can win because they will love us once they get to know us. But to get their attention… to get them to listen to us… well… we have to have the self-belief that we are the best".

The result: as you’d expect from a company which has made billions from analysis, scrutiny and measurement, Deloitte have a very thorough audience feedback measurement system. The response to our speeches was positive.

The credits: Copywriter agency: Barnaby Benson London. Brand Agency: Brands at Work. Client: Deloitte

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Deloitte #2

The challenge: we were called upon to write a script from scratch for a high-ranking Deloitte employee. To do this, first we needed to interview them. When interviewed like this people tend to ‘download’ information. Our challenge was to sift through this stream of consciousness, locate the key messages and present them clearly.

The brief: write a 15 minute speech for a speaker at a Deloitte conference.

The solution: get personal. The script must ‘belong’ to the speaker. The best way to do this is to ask the speaker for examples from their own life of when they’ve done or demonstrated what they’re asking of the audience. This makes their speech concrete rather than abstract. It also makes the speaker more relatable.

The writing:

Click here for PDF

[Quote]

The result: a happy client and repeat business.

The credits: Copywriter agency: Barnaby Benson London. Brand Agency: Brands at Work. Client: Deloitte

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Boehringer Ingelheim

The challenge: the conference host’s job is vital. They need to propel the event, picking the crowd up if their enthusiasm begins to wane. Aware of this, pharmaceutical mainstays Boehringer Ingelheim use a charismatic actor as host. He needs a script to match his persona. It has to excite and entertain an internal audience – while staying on message.

The brief: write the conference host’s speech. It needs to open and close proceedings – and take care of housekeeping. The speech must also re-energise the audience after each presentation. As I’m sure you’re aware, this isn’t always easy!

The solution: immersion. We need to understand what makes the company and its internal audience tick. We then pepper the script with warm jokes and some good natured ribbing. During a content-heavy event, the host is often the respite. This is particularly true after long presentations and the script must reflect this. Similarly, housekeeping needs to be addressed in an entertaining way to avoid losing momentum.

The writing:

Click here for PDF

"They say the best way to predict the future is to invent it. And that’s what we’ll be doing over the next few days. Inventing the future of our company by planning the strategies for our brands. Now, as invention requires new ideas, we’ve got workshops tomorrow where you can all get together and generate new approaches".

The result: a successful conference, a content client and subsequent repeat business – we now write conference host speeches for Boehringer Ingelheim twice a year.

The credits: copywriter agency: Barnaby Benson London. Brand Agency: Catherine Turner. Client: Boehringer Ingelheim

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