ABB – Building a Global Platform on Precision That Pays
Client: ABB Drives
Role: Global Concept Creator / Lead Writer
Discipline: VOICE / COPYWRITING / CONCEPT STRATEGY
Voice
Created the “Everything Counts” platform — a unifying global voice for all ABB drives across industries. The tone was precise, performance-led, and grounded in what engineers care about most: detail, reliability, and ROI. Less brand fluff, more operational truth.
Copywriting
Developed the global campaign concept, core messaging system, and signature line:
“You compete to the kilowatt, second or millimetre. Everything counts.”
Led copy across all assets: global website, DM, brochures, launch video, regional sales material, and tone-of-voice documentation. The result? A campaign still running globally, years later.
Brand Voice
Key Traits:
Precision-driven – speaks the customer’s language of specs, not slogans
Operationally minded – understands what real users need to run better
Globally neutral, locally resonant – easily adapted across markets
Scalable structure – from campaign to content to internal storytelling
This wasn’t just a tagline. It was a content system built on real-world pressure points — where performance is measured by the second, the millimetre, or the kilowatt.
