Genuine helps people use words well, from local social enterprises to global brands. We like subjects that are complex, challenging or hard to explain, specialising in the health and cultural sectors. We work with people when they don’t need or can’t afford big integrated campaigns but need to make their words stand out. If your organisation has something to say, Genuine can give you the words you need to reach the people you want to.
We also train businesses and organisations in understanding Dyspraxia.
“A good writer runs towards what everyone else is running away from.”
We’re all about words
We’re all about words. Unlike large, branded creative agencies, we don’t specialise in one function or type of media, like marketing, social or digital. What matters to us is the words we use, wherever they go. And we’re not just interested in one subject. We’re most interested in the sorts of subjects many of us want to avoid but none of us can.
``Is it worth having a printed version as well...?`` We'll tell you why it can be, and show you with a great article, booklet, brochure or report.
You've built the website or the app and done the social media training. We have the words.
We can help you understand what makes you who you are.
We can help you make the right impression, from your team meeting to YouTube.
From the classroom to the boardroom.
Increasing understanding and reducing stigma around tricky subjects.
Without waffle and wool. We don’t just “aim to raise awareness…”. We aim for writing that is clear, helpful and influential.
From business and technology to the arts.
B2B and B2C, from global brand to SME.
Services and social enterprises promoting health and social change.
Could you do with an extra writer or a proofreader for a short project? Genuine is within easy reach of offices in South Bucks and Central London or Oxford.
We've worked with one of the UK's largest cultural consultancies on some of their most important reports.
We help staff in marketing reach students and alumni, and staff in academia explain their work to others.
Genuine offers training and talks to organisations wanting to learn more about dyspraxia, and how to support people with dyspraxia to be their best at work, in education and in life. We believe:
We make your message stick
“You’re too genuine to work in the media…”
The lemon tea is a nod to Genuine’s Anglo-German roots. Brits solve everything with a cup of tea, and Germans have it with lemon.
Maxine developed Genuine Copy in 2017 in order to best play to her strength of working with words in challenging situations. After fifteen years of writing professionally, she realised that raising tricky subjects was the common denominator in virtually everything she’d ever written, and turned the realisation into a focused business. A teenager during the nineties dot com boom, she learned to design websites while revising for her GCSEs, and did online journalism before she knew it had a name. She began her career writing about music, theatre and television – hampered by not being keen on recreational drugs but being quite keen on earning a living wage – before moving into consumer journalism, social policy and the charity sector. She is interested in the emotional effects of dyspraxia and other neurological conditions, is a former trustee of the Dyspraxia Foundation, and supports mental health causes including Mind, male suicide prevention charity CALM and the National Suicide Prevention Alliance. In 2018 she was selected as one of 50 “rare minds” to attend RARE London at DD&D, an event to encourage diversity in leadership in the creative industries. Her first book has been supported by TLC and New Writing South in association with the Arts Council. During 2019-20, she is being mentored for TLC’s Chapter and Verse, an MA-equivalent in Fiction Writing, exploring grief, loss, identity and evolving tech in 21st century middle England. When not writing or tweeting, she’s usually out running or horse riding. She also sings, listens to a lot of music and watches TV comedy she remembers from the nineties on YouTube. She is Anglo-German, and likes people who know what the Berlin Wall was. Maxine has a degree from Durham University and a PGDip in Journalism from Cardiff University.
Maxine’s writing expertise brought our UCL research studies on the impact of suicide loss to a very wide audience, and we were very grateful for her help. The feedback has been very positive, with users commenting on the informed and compassionate approach taken, and the guide’s value in clinical practice. She is an excellent writer, and I would highly recommend her to any clinical or research team who need help in disseminating their research findings to a lay audience.
Finding The Words is absolutely wonderful and we will find it so useful to give to both those bereaved and also those around them. Thank you so much for creating such a valuable resource.
Genuine works remotely and with companies anywhere in the world, but is handily based in High Wycombe, Bucks, halfway between Oxford and Central London.
High Wycombe is:
If you know Berlin, Dorset, Durham or Cardiff, you’ll have a head start in conversation too!