Article Origination (AO)

Activity available under: Marcoms Accelerator, Content Creation, Media Communications and Marketing Management services.

Scope: up to 800 words

Credit value: 12

Description

An article will typically provide advice/guidance, be by-lined to one or more people within your organisation and pitched from a ‘voice-of-authority’ perspective. If the article is required for a trade publication, product plugging will be kept to a minimum (in accordance with the guidelines of most publications).

Definition

‘Origination’ means most (but not all) of the copy is written from scratch. Background material may be referred to during the writing process (i.e. background reading/research) and even reproduced word-for-word in some cases (to guarantee accuracy/consistency). Compared to a ‘Rework’, considerable time is allowed for background reading/research and, if necessary, interviews.

The Process

Copy is typically generated against a verbal brief. In some cases, a written brief may be supplied/required. The writing process will include at least one interview with you and/or your colleagues, but not customers or third parties; please refer to Case Study Origination.

You are responsible for the provision of images, photos and diagrams (at suitable resolution) that may be required. Minor image manipulation is included within the scope of this activity.

The material will be produced under strict version control. Towards the end of the process, you will be asked to approve a specific draft version or supply an amended version that will be taken to be fully approved.

The Deliverable

This will be a Word document with embedded low-resolution images and high-res images as accompanying files. The article, as IP and in its Word document format, is yours to use as you see fit; e.g. place on your website, include in a newsletter and/or to offer to a publication.

Additional

If more words are required, the draw will increase by 1 credit per additional 100 words. We can create graphics and images for the article (see Artwork) and we can also source stock images/photography at cost.

If you are engaged under our Media Communications or Marketing Management service, both of which provide a Communications Office, we can offer the article to a trade press publication on your behalf.

Last updated: 31st March 2026