David Bavin-Hobbs

VGP • 4th December 2025

Van Genechten Packaging Group named ‘Entrepreneur of the Year’ 2025

In late 2025, Van Genechten Packaging was nominated for the 'Entrepreneur of the Year' Award by EY. To help them win the award, I created web copy, a 20-page company document, a supporting booklet, and a concise slide deck for the CEO to present to the jury. All assets combined to tell the story of how their 190-year history led to their post-pandemic success.

BBC • 24th November 2025

Itineris Case Study | Account Based Marketing in Practise

I immersed myself in this B2B Account-Based Marketing campaign by interviewing stakeholders to learn the aims, methods and outcomes. This B2B communications agency case study also required me to take a crash course in ABM tactics and best practices.

LinkedIn • 21st December 2024

Van Genechten Packaging Xmas Movie

I concepted, wrote and edited a script to deliver a fun and feel-good Christmas thank you from VGP. Working closely with the client, videographer, and art director, we aligned the company brand and ethos with holiday spirit for LinkedIn and email.

BBC • 6th December 2024

(Re) Discovering the power of audio at CopyCon 2024 - Club Curiosity

I wrote a CopyCon 2024 event wrap-up for the BBC website, highlighting a talk about the power of audio in copywriting. After the two audio writers

Goodyear • 5th September 2024

Goodyear Tires-as-a-Service

Developed an integrated campaign to globally launch Goodyear Tires-as-a-Service. Including product launch movie script and direction, landing page, emails and socials. I also updated all materials for a later European launch.

Goodyear • 25th September 2025

Goodyear Winter Tyre Guide

I compiled and updated a comprehensive winter tyre guide for Goodyear's fleet customers. Researching the latest EU legislation, country by country, it is an ever-evolving guide that ensures safety and compliance.

BBC • 14th May 2024

2024 B2B marketing trends with Taylor Swift

I was asked to create a blog based on the feedback of members of a B2B creative agency after UBA Day in Brussels 2024. Among the AI trends, there was a talk about the marketing lessons of Taylor Swift's fan culture. I knew right away that this was my angle.

Tetra Pak • 25th November 2025

Tetra Pak German ABM Value Report

Using ABM tactics to increase sales meetings, I targeted an expansion project with an existing Tetra Pak client. The focal point of the campaign was a downloadable value report that celebrated the fruitful partnership of the past, while highlighting future possibilities. The report helped achieve multiple positive connections and an increase in meetings.

1st October 2025

18% reduction in tyre management costs with Goodyear

I created a template for Goodyear's customer testimonial content and used it to write a series of short-form blog posts for their B2B team to use. Interviewing members of their Europe-wide fleet network, I was able to quickly and easily produce customer-generated content that increased sales.

9th September 2025

Van Genechten Packaging 2024 ESG Report

Compiling the annual ESG report for one of Europe's leading B2B packaging companies takes buy-in from every stakeholder. After several online and in-person interviews and multiple client feedback rounds, I was able to celebrate VGP's sustainability highlights of 2024.

28th October 2025

Goodyear KMAX: Three ways to save costs beyond mileage

In 2025, I created a series of assets to support the launch of Goodyear's new KMAX truck tyre. Aimed at boosting sales and ensuring an impactful 'splash' with the B2B audience, I sought out not only Goodyear's engineers to learn about the new product, but their customers, to discover what mattered most to them. In doing so, I was able to steer the content strategy and maximise the product launch.

12th February 2025

Goodyear Sustainable Reality Report 2024

Working closely with the Goodyear Europe team, I was able to turn Europe-wide sustainability survey insights into a usable annual report. I then created an email and social media campaign with which to share this downloadable content with the European truck industry.

VGP • 14th January 2025

Unfold the magic of premium sustainability at Paris Packaging Week

As lead copywriter for Van Genechten Packaging, I wrote all blog, email and social media copy. Working closely with the marketing director and CEO, I was trusted to conduct interviews and on-site research in order to tell the company's story online. Anticipating and incorporating stakeholder feedback was a large part of the role.

Tetra Pak • 25th November 2025

Tetra Pak Mexico ABM Value Report

I created multiple assets for an Account-Based Marketing campaign for the packaging giant Tetra Pak. Working with their global team, I wrote all campaign materials, targeting prospects in Mexico, France and Germany. The hyper-personalised assets included a value report, landing page, emails, and LinkedIn ads. This ABM outreach program increased the number of sales meetings in these regions by 35% on average.

LinkedIn • 24th September 2024

Switching careers after 20 years - in search of new challenges with DEME

In 2024, I wrote a series of thought leadership articles aiming to encourage specific profiles to apply for hard-to-fill positions at the engineering company DEME. By highlighting specific roles and celebrating the everyday successes and opportunities via LinkedIn, I was able to increase applications by over 10%. I undertook in-depth research to create the questions, conducted the interviews, and created 50+ successful articles in tandem with the DEME HR team.

VGP • 23rd August 2024

The Packaging and Packaging Waste Regulation

B2B blog writing often means turning complex, unheard-of, but vital topics into entertaining and informative copy. Like the Packaging and Packaging Waste Regulation. Something that touches all of our lives, but no one knows about. I conducted several interviews with PPWR experts to turn this broad topic into a short-form thought leadership article for LinkedIn and the VGP website.

Ontext Healthcare • 25th November 2025

Bladder weakness: no longer taboo

Researching and writing multiple healthcare articles for the Ontex blog, I became an expert in many different topics.

Thermo King • 12th August 2024

Fresh food is not a thing of the past

After a European Commission round table on the topic, I was asked to write a blog to show how Thermo King and Trane Technologies are contributing to the sustainable cold chain. This required interviews with the key stakeholders and several feedback rounds with the client.

World Hotels • 25th May 2019

Bai Hotel Cebu | Hotels in Mandaue City, Cebu, Philippines

I contributed blog articles to the World Hotels website and B2B portal. Helping the group sell their business packages to multinationals.