When writing for EA, we use AP Style usage and rules. When writing for a client, ask if they have a preferred style. If they don’t, default to AP.

Never assume reader familiarity. For general audiences, clarity is key. For specialized audiences, opt for industry-standard usage. When in doubt, unless the abbreviation/acronym is widely known and unmistakeable (e.g., ASAP), always spell out the full term followed by the acronym in parentheses on first use.

• E.g., "Search Engine Optimization (SEO) is crucial for digital marketing."

Like you’d write a sentence, capitalize only the first letter of the first word, followed by lowercase (except for proper nouns). When writing in EA voice for a highly customized RFP of a title-case brand, you can make an exception.

• E.g., “Crafted to connect” vs. “Crafted to Connect”

How to correctly reference the agency when writing on our behalf.

• Use full name for first mention (“Agency EA”)

• Use shorthand for second mention (“EA”)

• Do not use "AEA" as shorthand

• Use correct casing for "Agency EA" (title case 'Agency', uppercase 'EA')

Keep it conversational with contractions, but be mindful of context and occasionally necessary formality.

• E.g., “It’s all about partnership.” vs. “It is our scope responsibility.”

Also known as the serial comma, EA uses the comma placed after the second-to-last item in a list of three or more for clarity.

• E.g., “We designed the stage and screen content, all activations, and programming.”

Alleviate readers from long sentences and comma overload with an em dash — it adds extra emphasis or a break (without the formality of a semi-colon). When writing for EA, use an em dash with spaces on both sides.

• E.g., “We plan it all down to the last detail — and then brilliantly execute it.”

• Unexpectedly real experiences

• Experiences that break the mold

• Built for tomorrow. Experienced today.

• A blueprint for bold

• Experiences that take you places

• Make it real. Make it matter.

• Energize your brand. Transform the experience.

• Experiences that hit different.

• Escape the expected

• Confidently curious

• Rethink the expected

• Stay ahead. Way ahead.

• Your brand is meant to be experienced.

• Strategy that’s bigger than right now

• Growth that feels real, year over year

• Tangible and tailored growth

• Scalability, done strategically

• Long term is our only term

• Powered by people, fueled by curiosity 

• Minds & makers

• Made of (and made for) people.

• Insight takes instinct

• A team of eclectic experts

• Build for tomorrow

• Aligned momentum

• The best creative is collaborative 

• Go on an experiential journey with us. You’ll never look back.

• Fueled by curiosity. Full of solutions.

• Unexpectedly real. Unforgettably bold.

• 25 years doesn’t happen by accident

• We help the world’s biggest brands break the mold

• Bold moves, new movements

• Fresh takes on the classics

• Fueled by feeling

• Uncover or Unlock over Unleash

• Reimagine(d) over Revamp(ed)

• Fuel, Energize over Drive

• Amplify over Boost

• Escape over Break Free

• Pursue, Seek over Strive

• Defy, Challenge over Question*

• End-to-end over Full-service

• Vision over Visionary

• Journey over Adventure

• Creators over Pioneers or Trailblazers

• Force over Power*

• Meaningful, Purposeful over Thoughtful

• Inspired over Inspiring

• Real over Organic, Authentic, Genuine

• Fresh over Compelling

• Perceptive, Smart, Sharp over Clever

• Crafted over Curated

• Bold, Daring over Impactful

• Uncommon, Unexpected over Unconventional

• Obsessive, Relentless over Meticulous, Driven

• Stand-out over Outstanding 

• Unexplored over Unknown

• Different, Rare over Exceptional, Outstanding, Extraordinary

• Curious over Limitless

• Thrilling over Exciting

• Original, Imaginative over Innovative