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Case Study: B2B Communications


Acclaimed for its in-depth industry knowledge and array of experience, John Brown Novus’ business content team has notable expertise in the financial services and technology sectors together with capabilities in healthcare, manufacturing, energy and natural resources. Headquartered in Singapore, the team is made up of in-house editors, writers and subeditors and is supported by a network of contractors throughout the world.

Thought Leadership

Whether bylined or unattributed, JBN creates best-in-class thought leadership for clients across several industries. Past projects have included ghostwriting for clients ranging from C-suite executives in world-leading financial services and technology firms to government ministers and mayors both in Singapore and overseas. Our work has appeared in several well-known publications, including Bloomberg Markets, The Economist, The Straits Times, The Business Times, South China Morning Post and China Daily, and across various digital platforms, including LinkedIn and


Events Newsroom

Increasingly, B2B brands are staging their own in-house events for clients and prospects. These not only showcase the expertise of their leaders but usually also feature the views of VIPs from government and partner organisations. Brands are thus able to leverage this opportunity and produce content pre-, during and post-event. It is for this purpose that JBN has created its newsroom offering, where editors, writers, designers, photographers and many more capture the array of thought leadership that is discussed. Past work has included newsroom projects for financial and technology brands held in cities throughout Asia and Europe. Biennially, our newsroom produces Solutions newspaper on behalf of the World Cities Summit, Singapore International Water Week and the CleanEnviro Summit Singapore, an intensive event where our teams have to marry quality storytelling and speed.

White Papers and Collaterals

While most B2B businesses are openly embracing new platforms, there nonetheless remains demand for conventional materials like white papers and sales brochures. Our industry expertise across an array of sectors, coupled with our in-house technical writing and design capabilities, enables JBN to create high-end sales and marketing collaterals suited for both digital and print. We also have the capability to audit a firm’s entire suite of collaterals, ascertaining their effectiveness in supporting sales staff and communicating a firm’s value proposition to prospects and clients. Recently, JBN conducted a collateral editorial and design audit with a global banking brand’s operations in London, New York, Geneva and Hong Kong.


Infographics and Video

Infographics — both still and animated — present a compelling story that words might otherwise fail to capture in a succinct manner. JBN is deeply familiar with creating infographics for the business space. As in a traditional newsroom, the writers and designers create the infographic as a team (so that visuals and copy blend together from the start) from creation to completion. The in-house production team executes all stages of production. Frequently, infographics feature as part of our thought leadership, events newsroom and collaterals offerings. Similarly, the same team (with in-house animators and directors) produces high-end bespoke videos for our clients, including scripting, storyboard creation, VIP interviews, through to full production.