About Plain Text | Plain Text
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Back in 2000 we were in senior marketing jobs, and in need of people to write our brochures and websites.


We had a problem, though: finding writers who could tell the difference between a feature and a benefit. People who could create the sort of sales and marketing copy that makes customers sit up and take notice.


So, as we were writers by trade as well as marketers, we decided there was a future in business copywriting.


Seventeen years on, we work with clients who share our belief in the value of the written word. Our writers have a wide range of experience but one thing in common: the ability to create compelling copy that builds your brand and sells your stuff.


Paul Waddington

Co-founder and principal writer

Paul followed a 10-year career at Reuters with a stint as marketing communications director for FT.com. He was responsible for award-winning campaigns at both organisations. Today, he works with a range of Plain Text clients, from Big 4 consultancies to startups. Paul holds a BA (Hons) in French from the University of Liverpool and he has written three books, including Seasonal Food. He is a keen outdoor enthusiast and a certified UK mountain leader.

Paul Roberts

Associate Writer

Paul has over a decade’s copywriting experience in both public and private sectors. His recent projects range from updating benefit leaflets to creating superyacht brochures. A former in-house editor at the UK’s Central Office of Information, he is particularly accustomed to ensuring information meets plain language standards and government tone of voice guidelines. The highlight of his professional life was writing a story for a wine bottle label. The highlights of his personal life are any days when batsmen fall for his left-arm wrist spin.

Paul Connolly

Associate Writer

Paul was a magazine editor at The Times before becoming the newspaper’s senior celebrity interviewer. He has since helped launch two newspapers in the UK and Ireland and was most recently TV Critic for the Daily Mail. He still contributes to The Times, Daily Mail, The Guardian and Daily Telegraph and also inhabits the glamorous world of romantic novel writing. Under a pseudonym, obviously.

Paul Nero

Co-founder and principal writer

Formerly head of communications at the Financial Times web portal FT.com, Paul has worked in advertising and PR at the BBC, Visa International, ITV and Pitney Bowes Inc. He started his career in local newspapers and radio, having gained a degree in Theatre Arts and Social Sciences. He also has an MBA from Bristol Business School. Paul is chairman of independent local radio station Radio Exe and has written books including Creative Business (FT/Prentice Hall, 2003).

Norman Ireland

Associate writer

Norman worked for many years in financial technology sector, first at Datastream International, then at Reuters, and finally at SunGard Investment Systems (UK) Ltd., where he was managing director. He subsequently became an independent consultant and has worked with Plain Text since the end of 2003. Norman holds a BA in Economics (Hons) from Heriot-Watt University, Edinburgh. His interests include theatre, motorcycling and food and he aspires to make perfect sourdough bread.

Andy Bunday

Associate writer

Andy spent some 20 years working in ad agencies including BBH, Saatchi & Saatchi and Leo Burnett, during which he won awards at all the major advertising shows. He enjoys finding crisp, snappy expressions for complex ideas – useful when writing headlines and straplines. A former lead writer for Associated Newspapers, Andy also produces columns, features and even occasional political cartoons for Tribune, The Times and The Independent.

We’re a copywriting agency that helps businesses to make a bigger impact with words. Get in touch with us to discuss your project.