Michael Benis

Testimonials & Articles

What I say about myself.....

I'm a 65-year-old copywriter, brand and communications consultant, and consultant creative director with over 38 years' experience working for international blue-chip clients

If you'd like to find out more about who you're dealing with, just click on Biography


I provide a range of tailored services to help companies brand, communicate and sell more effectively on their English-speaking markets worldwide. This includes board-level support for Italian companies, liaising and brainstorming in fluent Italian.


The effectiveness of these services benefits from varied and extensive board-level experience working strategically and creatively with some of the world’s largest and most successful companies, as well as some of its smallest and most innovative. 


Wherever you are on that scale, you can rely on insightful proactive support that will help you identify and achieve your goals more effectively.


Click on Services to find out what I can offer you.

What my clients say about me.....

That’s quite enough of what I have to say about myself!


Here are some testimonials I have received from clients on LinkedIn:


Luigi Forlai

TV Writer/Producer, Economist & Crypto Entrepreneur

Michael has a special talent to identify communication nuances that allow to improve the effectiveness of a product or a service. In the last 2 years I asked him to work for me to translate and adapt a TV Series package (2 Page Presentation, 20 Page so called “Bible” and a Pilot Script) for the US Market. With his help the Package was presented in Los Angeles and received widespread praises.

Michael has an incredible perception of communications nuances and this allow him to identify how to present a concept or a product in such a way that the potential client becomes a real one. 

November 23, 2018, Luigi was Michael’s client

Pascale de la Fregonniere

Strategic Advisor - Cartier Philanthropy and Cartier for Nature

Michael is providing copywriting/editing/creative writing services to our foundation. He is professional, efficient, fast and incredible at expressing complex concepts or ideas in a clear and simple way!

February 28, 2018, Pascale was Michael’s client

Daniel Benito

Translation Software Architect at Atril

Michael is an incredibly talented communications consultant. His experience with brand strategy and his insights into customer psychology combine to give his copywriting a unique edge, making the results not only efficient but also highly original. Meetings with him tend to encourage a type of creative introspection which ultimately improves your own products or services in addition to your communication.

March 9, 2013, Daniel was Michael's client


Elio Carmi

Direttore Creativo at Carmi e Ubertis Milano

Michael ha sempre saputo soddisfare le nostre esigenze di traduzione. Ciò che lo distingue è la disponibilità nel capire il brief dato e di saperlo tradurre inserendo anche un suo valido e personale contributo copy. Il lavoro che ne è deriva è una vera traduzione dei valori che si vogliono esprimere per il Cliente. 

Lo consiglio vivamente. 

Elio Carmi (Carmi e Ubertis Milano)

June 19, 2013, Elio was Michael's client


Laure Crane

CSR (DEI, Inclusive Education, STEM & Digital Education, Environment), Stakeholder Engagement, Strategic Partnerships, Thought Leadership) 

I had the good fortune to work with Michael on many occasions. Mike has always shown outstanding reactivity and proactive spirit by meeting all deadlines - even the tightest ones. Mike is very reliable and dedicated to his clients' success and he is also very pleasant to interact with.

February 25, 2018, Laure hired Michael more than once at MSC Cruises

Alessandro Raguseo

General Manager @ hivejobs - Recruiting just got sweet

I had the opportunity of working with Michael. I was impressed by his perfectionist’s eye for detail (each word counts) and his ability in deeply understanding my needs. He also speaks a perfect Italian and this makes him the perfect copywriter for all those Italian companies which want to convey their message in a wider world.

February 19, 2013, Alessandro was Michael's client


Federico Carparelli

Corporate Marketing - Video and Photo production specialist at MSC Cruises

Mike perfectly knows how to combine Italian and British culture. This is absolutely his extra value. He has a strong marketing sensibility and always knows how to find the better way to communicate the strong points of the brands he works for

February 18, 2013, Federico Carparelli was Michael's client


Michele Caracciolo di Brienza

MSC Cruises

Michael Benis is an extraordinary copywriter who combines a deep understanding of communication with a highly flexible creativity.

February 18, 2013, Michele was Michael's client


Simon Bottrell

Creative Director, 7 creative

Michael is great to work with. He gets to the heart of the matter very quickly, taking in everything along the way, and keeps a keen strategic eye on creative outputs as a result. Always bringing pleasure to the challenge!

February 18, 2013, Simon reported to Michael at Freelance


Paolo Sartorio

Creative Director @ MSC Cruises

Michael is a highly creative copywriter, able to adapt perfectly to what is asked. He's not just an executor: he's a thinker who adds value to any project. He knows how to be both "eclectic" and "effective".

February 10, 2013, Paolo was Michael's client


Daniela Picco

Executive Director, MSC Foundation, previously Head of On-Board Marketing at MSC Cruises

Mike is my favourite copywriter, but he is also a very good brand strategist. 

November 8, 2011, Daniela was Michael's client


Daniela Ferrando

Owner, Copywriter, Editor, Transcreator and Consultant

“Michael is a perfect example of the rarely found combination of an experienced brand strategist who can design the big picture i.e. viable and applicable visions, and a hypercopywriter with an eye for the tiniest detail and the ear for tuning everything consistently.” 

June 27, 2011, Daniela Ferrando was with another company when working with Michael at Freelance


Michele Focardi

Banca Fideuram 

“I have been working with Michael Benis for seven years as he is responsible for the English version of the financial statement of my Bank. 

Michael is an highly talented professional with excellent skills, deep understanding of the financial environment, and excellent customer orientation. He is accurate, aware of the importance of details and always able to understand customer needs and build-up strong relations. I highly recommend his work.”

Top qualities: Great Results, Personable, Expert

June 27, 2011, Michele Focardi hired Michael as a Business Consultant in 2004, and hired Michael more than once


Michele Favaretto

Client and Strategy Director, Design Group Italia 

“Michael combines outstanding, cutting-edge creativity with a pragmatic, smart work method. His stylistic flexibility enables him to create highly-effective solutions for widely-differing clients, sectors and cultures, consistently bringing fresh input and added value to a brief. Displaying strong lateral thinking, providing flexible and dedicated proactive support while always delivering to deadline, Michael is a reliable partner who works to the highest standards.” June 28, 2011

Michele Favaretto, was with another company (Carmi & Ubertis) when working with Michael at Freelance


Jara Fernandez Morales

“We set Michael the interesting but complex job of rebranding and developing the new product positioning and the contents of the new website. During the months we worked together, he showed an extraordinary enthusiasm and commitment in all aspects together with impressive linguistic and communicative skills. It was a real pleasure to work together with him and I learnt a lot from him.” July 1, 2011

Top qualities: Great Results, Expert, Creative

Jara Fernandez Morales hired Michael as a Writer/Editor in 2010 when at Atril


Tania Clément

“I’m more than happy to provide a recommendation to Michael as I’ve been extremely satisfied by our collaboration on my website. Michael is proactive and his advice is as efficient as it is helpful. I only wish I would see him more often at my guest house !” July 2, 2011

Top qualities: Great Results, High Integrity, Creative

Tania Clément hired Michael as a Writer/Editor in 2010


Sara Morroni

"Michael è preciso, rapido, capace di focalizzare le necessità del cliente. Grazie alla preparazione tecnica unita alla capacità di ascolto riesce a cogliere le sfumature richieste e a proporre velocemente differenti soluzioni alle problematiche da affrontare,a mio avviso presupposto indispensabile per poter diventare un ottimo partner di lavoro."” July 2, 2011

Top qualities: Expert, On Time, Creative

Sara Morroni hired Michael as a Writer/Editor in 2007, and hired Michael more than once when at Zambon Group


Alexandra Sabato

MSC Cruises 

“I’ve been working with Michael for 3 ½ years now. I personally selected him to help us write ads, press releases, speeches and videos, etc. and I’ve never regretted it once! He has always been extremely helpful and proactive, tirelessly trying to find the most efficient branding solution for us. 

On a day-to-day basis, he’s great fun and very pleasant to work with and is probably the most multilingual British person I know! I only wish I could have more face-to-face meetings with him as I’ve learned a lot thanks to him! I warmly recommend him.”” July 15, 2011

Top qualities: Great Results, High Integrity, Creative

Alexandra Sabato, MSC Cruises, hired Michael as a Writer/Editor in 2008, and hired Michael more than once


Simone Ceruti

Senior Executive inspiring change, building connections and empowering growth - ESG expert

“Michael is a great creative director who watches the right balance between Italian and UK culture, without losing sight of the strategic objective. He can interpret well the local communications needs (i.e. Italian slang) and give verve at the communications items with great simplicity. He is masterful to use all the WEB 2.0 items, always available and willing to talk and discuss openly the communications briefing to arrange the best strategy.” June 23, 2010

Top qualities: Great Results, On Time, Creative

Simone Ceruti hired Michael as a Creative Agency in 2002, and hired Michael more than once at Zambon Group, Danone and Seda International Packaging Group


Nick Rosenthal

Translator | Change leadership | Autism awareness trainer

“Michael organised the superb "Translator as Strategic Partner" conference, using his marketing savvy to establish links and partnerships that resulted in over 300 delegates at the conference. In twenty years in the translation industry, that is the biggest attendance I have seen, by some margin. And it was a fun, upbeat, high-energy, positive conference - which was a direct result of Michael's skills. This man has a rare talent.” December 6, 2008

Nick Rosenthal, Managing Director, Salford Translations Ltd was with another company when working with Michael at ITI bulletin / Linguist / etc.


Of course, my customers don’t just like me because I’m a lovely person to work with. They above all love the results I help them achieve through my work. Work that speaks for itself over here. If you’ve already seen that work and want to take things further, please just get in touch. There’s nothing like a “face to face” to inform your choice - even when that face is online.

Published articles and papers.....

Some of you may have reached this site as a result of my work in cross-cultural communications, including as a journalist, lecturer and public speaker. If you have come here to research my articles, including those on certain university curricula, I’m afraid they’re no longer available here on my website, since I feel they’re getting a little long in the tooth. But don’t despair, just contact me here and I’ll send you the files you require as PDF documents.

Brand and Communications Consultant

Branding • Creative Concepts & Strategy • Copywriting 

• Creative Direction • Speechwriting

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