The Write Stuff
The Write Stuff is a Brussels-based sole-proprietorship English copywriting and content marketing firm operated by Michael Leahy since 1993, serving European enterprise clients with advertising copy, brand naming, SEO writing, content marketing, and trade fair marketing services.
- Company typePrivate
- Founded1993
- HeadquartersEtterbeek, Belgium
- Headcount1–10
- GTM typeB2B
- OfferingServices
What The Write Stuff does
The Write Stuff is a sole-proprietorship English copywriting and content marketing firm operated by Michael Leahy from Brussels, Belgium, trading since 1993. The business delivers professional copywriting services including advertising copy, taglines, corporate communications, email campaigns, digital copywriting, SEO writing, brand naming, and multilingual adaptations (English-French-Dutch-German). It also offers specialized trade fair marketing services, with a long-standing niche focus on Cannes-based events such as Midem, MIPCOM, MIPTV, and MIPIM, and more recently has extended into content marketing strategy and AI prompting consulting.
The business is built entirely on the personal expertise of a single practitioner; there is no software platform, proprietary technology stack, or employed team beyond the founder. The core technology is professional copywriting craft, accumulated over 30 years of practice across Belgian advertising agencies and enterprise clients. Marketing channels are limited to the founder's personal LinkedIn, a Twitter account, a website blog dating back to 2005, and a portfolio embedded in blog posts. Distribution is handled exclusively through direct phone and email outreach, with no self-serve, product-led, or intermediary-reseller channels.
Revenue is generated through project-based and retainer engagements priced per quote, with no publicly disclosed pricing. The client base includes enterprise names such as Midem, MIPCOM, MIPTV, Cisco, Crown Paints, Fiskars, Hotel Bloom!, Igloo Records, and Belfius, alongside smaller project clients and personal branding engagements. The business operates as a Belgian SPRL with no external shareholders, no institutional funding, and no parent company. Geographic reach spans Belgium, France, Italy, the Netherlands, Sweden, Switzerland, and Luxembourg, with brand naming work extending to Asia.
The Write Stuff firmographics
Firmographics- Name
- The Write Stuff
- Legal name
- The Write Stuff sprl
- Website
- https://thewritestuff.be
- Company type
- Private
- Founded year
- 1993
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Write Stuff is a Brussels-based sole-proprietorship English copywriting and content marketing firm operated by Michael Leahy since 1993, serving European enterprise clients with advertising copy, brand naming, SEO writing, content marketing, and trade fair marketing services.
- Ownership category
- akta.pro rank
The Write Stuff industry classification
Industry- Product category
- Copywriting and Content Marketing Services
- NAICS
- Document Preparation Services (561410)
- SIC
- Services-Mailing, Reproduction, Commercial Art & Photography (7330)
- akta.pro primary industry
- Copywriting & Editorial Production (BPAFAIAA)
Keywords
Where The Write Stuff is headquartered
LocationHeadquarters
- HQ city
- Etterbeek
- HQ country
- Belgium
- HQ region
- Europe
Offices1 record
Markets served
The Write Stuff business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales
Revenue model
- Professional copywriting and content marketing services: Project-based and retainer engagements for English copywriting, content marketing, French/Dutch/German adaptations, brand naming, SEO writing, digital copywriting, and trade fair marketing. Revenue is generated through fees for written deliverables and consultancy services, billed per project or engagement.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Custom project or retainer engagements — no published pricing tiers |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
The Write Stuff product offering
Product offeringCore offering
The Write Stuff provides English copywriting and content marketing services for businesses across Europe, including advertising copy, taglines, brand naming, SEO writing, email campaigns, digital copywriting, and trade fair marketing collateral. The work is complemented by French, Dutch, and German language adaptations, and consulting on AI prompting and subject research. Engagements are project-based or retainer, delivered directly by founder Michael Leahy.
Product overview
The Write Stuff is a copywriting and content marketing service business operated by Michael Leahy since 1993, providing professional English copywriting services to companies in Belgium and internationally. The core offering consists of advertising copywriting, content marketing strategy, product naming research, trade fair marketing (specializing in Cannes events like Midem, MIPTV, MIPCOM), SEO writing, AI prompting consultation, and multilingual adaptation services (French, Dutch, German). Rather than a software platform, The Write Stuff delivers services through direct client engagement, offering both creative copywriting and strategic marketing consultation.
Differentiator
Problem solved
Functional benefit
Products and services
- Copywriting Services Professional English copywriting services including advertising copy, taglines, corporate communications, e-mail campaigns, and digital copywriting for various industries and media.
- Content Marketing Strategic content marketing services including identifying content sources within companies, content optimisation, and distribution planning.
- Product/Brand Naming Brand naming and product naming services using research methodologies to develop names that work across languages and markets, including trademark checking and naming strategy.
- Trade Fair Marketing Specialised marketing services for trade fairs including copywriting for events like Midem, MIPTV, MIPCOM, and Cannes Film Festival, plus business development support during events.
- SEO Writing Search engine optimisation writing services that combine SEO best practices with effective marketing copy.
- AI Prompting and Subject Research Consulting services to help clients develop effective AI prompts and conduct subject research using AI tools.
- Language Adaptation Services Translation and adaptation services from English to French, Dutch, and German, as well as adaptations from French source materials.
Companies that use The Write Stuff
Customer profileNamed customers17 records
Segments1 record
Ideal customer profiles2 records
The Write Stuff technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
The Write Stuff partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Consorcom (Brussels agency)coreLong-standing strategic partner for trade fair campaigns. The Write Stuff provided copywriting while Consorcom handled overall agency duties for projects including Midem, MIPCOM, MIPTV, MIPIM Asia, Amazia, and MIDEM website and newsletter copywriting. Described as an extensive working relationship over several years.
- Tagora (Belgian agency)coreCollaborated on EAS (European Attractions Trade Fair) website, brochure, and collateral for 2008 and 2009 editions. Tagora handled the creative and design side while The Write Stuff provided all copywriting.
- Pix&Com (Guy Stevens)minorVisual/creative partner on multiple projects including MIDEM campaigns, Amazia naming, and personal branding work for Gerry Murray. Guy Stevens of Pix&Com developed visuals and design, with The Write Stuff providing copywriting.
- Double DoubleminorThe Write Stuff provided basic text/copywriting for Double Double's website — a young graphic design and audiovisual production company. No formal partnership structure; a project-based creative collaboration.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
The Write Stuff competitors and assessment
Company assessmentDirect peers
- The Copy House: UK-based copywriting agency offering brand voice, web copy, content strategy, and naming services to B2B and lifestyle clients. The closest pure-play peer in the European market — same service line, similar boutique positioning, and an explicit model for scaling a copywriting practice.
- Animalz: B2B content marketing agency producing articles, case studies, and thought leadership content for SaaS and tech clients. Closely comparable in service model (specialised content production for retaining clients) and a useful benchmark for what a scaled, specialised content firm can become.
- Grizzle: B2B content marketing agency producing demand generation content, SEO articles, and thought leadership for B2B tech brands. Highly comparable in scope and customer profile (B2B advertisers/marketers needing content production) and a relevant reference point for go-to-market positioning.
- Brafton: US-headquartered content marketing agency producing blog posts, copy, SEO content, and brand content for B2B and B2C clients. Directly comparable service-line scope (content marketing, SEO writing, brand copy) at a much larger scale, making it a scale-up archetype for the same category.
Broad incumbents
- TBWA: Global advertising agency network with a Brussels office (TBWA\Brussels) that has actually engaged The Write Stuff as a copywriter (Crown Paints brief). Comparable as the broader incumbent category — global agencies that consume specialist copywriting capacity and compete for the same end-client budgets.
- Skyword: Content marketing platform and services company producing original content for enterprise brands. Comparable in customer set (large enterprise marketers) and service line (ongoing content production), but operates at a significantly larger scale with technology-enabled delivery.
- Wieden+Kennedy: Independent global creative agency. Cited as the origin of the Levi's 'Go Forth' campaign The Write Stuff commented on. Representative of the large creative agency category that simultaneously is a buyer (sub-contracting copywriters) and a competitor (owning branded content production).
Emerging players
- Contently: Content marketing platform connecting brands with freelance writers and editors. Comparable in that it sits in the same content production value chain, but competes through a different model (platform/marketplace) rather than direct service delivery — a relevant threat vector and competitive benchmark.
- Scripted: Content writing marketplace and managed service for SMB and mid-market content needs. Operates a marketplace model that competes with both freelance copywriters and full-service agencies on commoditised content production — a relevant benchmark for the in-house/platform alternative to a boutique service firm.
Regional players
- Duval Guillaume: Long-established Belgian creative advertising agency headquartered in Brussels. The most direct Belgian/local geographic peer — competes for the same Belgian brand and agency clients and is representative of the incumbent creative agency ecosystem in which The Write Stuff operates as a specialist sub-contractor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
The Write Stuff social profiles
Digital presenceThe Write Stuff financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Write Stuff leadership team
Management profileNumber of profiles
Profiles1 record
The Write Stuff funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Write Stuff M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about The Write Stuff
What does The Write Stuff do?
The Write Stuff provides English copywriting and content marketing services for businesses across Europe, including advertising copy, taglines, brand naming, SEO writing, email campaigns, digital copywriting, and trade fair marketing collateral. The work is complemented by French, Dutch, and German language adaptations, and consulting on AI prompting and subject research. Engagements are project-based or retainer, delivered directly by founder Michael Leahy.
Is The Write Stuff a public or private company?
The Write Stuff is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Write Stuff founded?
The Write Stuff was founded in 1993. It employs 1 to 10 people.
Where is The Write Stuff based?
The Write Stuff is headquartered in Etterbeek, Belgium, in the Europe region.
How does The Write Stuff make money?
One revenue line is on record: professional copywriting and content marketing services.
Who are The Write Stuff's main competitors?
Direct peers on record are The Copy House, Animalz, Grizzle and Brafton. Broad incumbents are TBWA, Skyword and Wieden+Kennedy. Emerging players are Contently and Scripted. Duval Guillaume is listed as a regional player.
Does The Write Stuff have an API?
No public API is recorded for The Write Stuff.
What industry is The Write Stuff in?
The Write Stuff's product category is Copywriting and Content Marketing Services. Its primary akta.pro industry code is BPAFAIAA, Copywriting & Editorial Production. Its NAICS code is 561410 and its SIC code is 7330.