Copywriting Hub was built in Florence in 2021 by two people who came from opposite ends of the copywriting spectrum: a direct-response specialist who had generated over €6M in trackable revenue from long-form sales copy, and a brand strategist who had led narrative architecture projects for some of Italy's most recognisable luxury brands. They founded Hub because they believed the division between "brand copy" and "performance copy" was a false choice. The best copy does both — it builds the brand AND drives the sale — and the only reason most agencies cannot deliver both is because they hire specialists in one and assign the other as an afterthought.
Hub has grown to six: three senior copywriters, a strategist, a customer researcher, and an operator who manages deployment logistics. Everyone writes. Nobody manages accounts. When you hire Hub, the person on the strategy call writes your copy.
We are based on Via de' Tornabuoni in Florence — a street famous for its concentration of luxury brands, which is appropriate for a studio obsessed with the precision of language. We write exclusively in English, for Italian brands targeting international markets and for European and American brands seeking a perspective uncontaminated by Anglophone marketing conventions.
1,800+ pages deployed. 290+ brands armed. Average conversion lift: 39%. €8.1M in directly trackable revenue. We call our copy "deployed" rather than "delivered" because deployed implies it has a mission. Our copy always has a mission: generate revenue.
Copy is code.
We treat language as a system, not an art form. Every sentence is a function with an input (reader state) and an output (reader action). If a sentence does not advance the conversion sequence, it is a bug and we remove it.
Research is the weapon.
Writing is 20% of our process. The other 80% is intelligence gathering — customer language mining, competitive teardowns, objection mapping, and conversion architecture design.
Revenue is the score.
We track conversions, revenue, open rates, click rates, and ROI. We do not track word counts, brand sentiment scores, or creative awards. Output, not output volume.