Challenges & Sucesses

I reg­u­lar­ly work with top-tier brands in the Middle East. I also col­lab­o­rate with agen­cies and brands based out of Lon­don, the US, Sin­ga­pore, and Europe’s cap­i­tals. The case studies below demon­strate some of the ways I’ve helped clients meet marketing objectives through com­pelling con­tent.

The Copywriter in Dubai

+971 50 94 333 83 |

Hisham Wyne

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Dubai Inter­net City

When the Dubai Inter­net City revamped its online pres­ence, the new con­tent need­ed to make a busi­ness case that would get peo­ple choos­ing the hub as their busi­ness des­ti­na­tion.

To tell the sto­ry of the DIC, its com­mu­ni­ty and its vibran­cy in a way that would get peo­ple pick­ing up the phone.

DIC has been around for a long time. The free­zone need­ed to be show­cased as a com­mu­ni­ty of inno­va­tors, and not as a sta­t­ic struc­ture.

DIC’s new con­tent gets to the heart of why the com­mu­ni­ty there mat­ters, and what attracts them to the free­zone. It shows why DIC remains the beat­ing heart of entre­pre­neuri­al ideas despite com­pe­ti­tion.


in5 is Dubai Inter­net City’s incu­ba­tor. It’s an ecosys­tem specif­i­cal­ly designed to get great ideas in ICT and dig­i­tal media off the ground. And it need­ed its sto­ry told bet­ter.

To cre­ate con­tent that shows entre­pre­neurs why in5 is the right sup­port sys­tem for busi­ness suc­cess.

To craft a nar­ra­tive that was con­ver­sa­tion­al, approach­able and yet infor­ma­tive.

Crisp con­tent high­light­ing the val­ue in5 brings to the entre­pre­neur com­mu­ni­ty, and why peo­ple with great ideas should become involved.

Dubai Design Dis­trict

When the Dubai Design Dis­trict want­ed an online pres­ence to be craft­ed with­in 4 days in time for Fash­ion For­ward 2013, time was of the absolute essence.

To tell the d3 sto­ry in a clear, crisp way, and help the free zone intro­duce itself and its raison de etre to Dubai’s cre­ative com­mu­ni­ties.

The web design was a con­tem­po­rary, respon­sive grid. Each box could hold 35 words of text. Dou­ble box­es could hold 70. The sto­ry need­ed to move, and it need­ed to fit.

Snap­py short copy com­bined with longer form writ­ing in the inside pages to cre­ate a com­pelling nar­ra­tive to intro­duce d3 to the com­mu­ni­ty in unfor­get­table man­ner.

Dubai Lynx

When Sty­lus of Lon­don want­ed a com­pre­hen­sive report on Dubai Lynx 2013, it was time to put boots on the ground.

To iden­ti­fy and explore key themes and deliv­er a suc­cinct report offer­ing the lat­est indus­try intel­li­gence to Sty­lus sub­scribers.

Choos­ing areas of focus, cre­at­ing a the­mat­ic struc­ture, sourcing quotes, con­duct­ing inter­views and sourcing quan­tifi­able facts and fig­ures.

A com­pelling report that picked out key themes at Dubai Lynx 2013, and sup­port­ed the­se with case stud­ies, expert quotes and fig­ures.

Dubai Prop­er­ties Group

When Dubai Prop­er­ties Group want­ed to revamp their web pres­ence in 2013, the result was a web project of daunt­ing scope.

To write com­pelling copy for the high lev­el pages of the DPG site, and also pop­u­late project list­ings and descrip­tions.

Sev­er­al stake­hold­ers, mul­ti­ple agen­cy involve­ment and a sprawl­ing site struc­ture pre­sent­ed its own chal­lenges.

By ensur­ing effec­tive co-ordination and con­stant com­mu­ni­ca­tion, com­pelling con­tent was deliv­ered for DPG, approved by the client and imple­ment­ed with­in a suit­able time­frame.

Sof­itel The Palm

When Sof­itel The Palm want­ed an expe­ri­en­tial microsite describ­ing the hotel’s entic­ing offer­ings, it was time to strap on the bathing shorts.

Gen­er­ate microsite con­tent to bring Sof­itel the Palm’s soft hues, low rise design and inter­play of water, light and foliage to life for the cus­tomer.

To use words burst­ing with descrip­tive pow­er and make poten­tial clients waste no time in click­ing the “Book Now” but­ton.

One of the most evoca­tive projects I’ve ever been engaged in. It entailed a stay at the hotel, myr­i­ad inter­views, and sev­er­al tours of the facil­i­ties.

Sedco Holding

When one of KSA’s largest hold­ing com­pa­nies asked for an annu­al report encap­su­lat­ing the activ­i­ties of over 16 hold­ing com­pa­nies, the result was a project requir­ing months of inter­ac­tion and incred­i­bly detailed ques­tion­ing to deliv­er inci­sive report­ing.

To deliv­er a com­pelling annu­al report deliv­er­ing results-based con­tent that avoid­ed mar­ket­ing fluff while cov­er­ing 16+ oper­at­ing com­pa­nies as well as core man­age­ment teams.

Under­stand­ing in intri­cate detail the busi­ness mod­els of all oper­at­ing com­pa­nies, and analysing finan­cial results and busi­ness news to craft high spe­cialised yet read­able con­tent.

An annu­al report extend­ing to 20,000 words that analysed in detail every facet of SEDCOHolding’s oper­a­tions, and sub­sti­tut­ed the mar­ket­ing brochure speak of pre­vi­ous reports with ana­lyt­i­cal, facts-based, inci­sive report­ing.