About WordSpin

WordSpin has become Integrated B2B

WordSpin was first published by Eye for Image in 2004. Until early 2012, it was where we put all those strange, off-beat things we saw and heard in our work as a communications agency. Our aim was to bring you our perspectives and observations of international communication along with strategic advice for delivering a compelling message.

But now we’ve brought our publishing efforts more into line with the changing needs of B2B companies and the work we currently do at Eye for Image.

We’ve evolved WordSpin into Integrated B2B.

Just as with WordSpin, Integrated B2B is written and produced by our international team of professional communicators and B2B marketing specialists. It brings you relevant content and resources that address what we’ve learned working with B2B companies who are facing up to the challenges of a new age in marketing. Integrated B2B reflects our commitment to helping you stay at the forefront of current developments in B2B buyer behavior. (You can find out more about this in our book The Death of Propaganda.)

For now, the content at WordSpin will remain online for your reference and entertainment. But for our latest perspectives, see what’s going on at Integrated B2B.

David Hoskin

Editor at WordSpin


Our editorial team

David Hoskin


David is a co-founder and managing partner at Eye for Image. He advises Scandinavian marketing and communication professionals looking to tell their company stories in many different parts of the world and to many different audiences. David puts great emphasis on tone of voice, style, brand identity and cultural fit across all forms of communication. He is an unshakable believer in quality and knows that the details can make all the difference.


Michael Best


Michael has over 20 years of experience as an innovation consultant and creative director in the US and, more recently, in Denmark. His projects range from branding and identity campaigns to online marketing systems and first-in-class Internet portals. Michael is a strategic and conceptual thinker who brings creative energy and a fresh approach to any project.



Other contributors

Raechelle Wilson


Raechelle has been in journalism, marketing and publishing for over 15 years. She has worked as an editor, columnist and reporter, covering events and culture for newspapers and online media outlets in the US and Denmark. Raechelle has also written extensively about trends and technologies in the health care industry, targeting both consumers and health care professionals.



Kathryn Casey


Originally from New Zealand, Kathryn has lived abroad for many years. She’s worked for top financial companies in London and the Channel Islands in the UK before moving to Denmark in 1998. Kathryn knows how to put together a great communications strategy and, having covered everything from fashion and travel websites to engineering brochures and articles, Kathryn is a truly versatile writer with a clear, accessible voice.



Jomar Reyes

Jomar has been working with technology, marketing and media for over 20 years, and is an online and social media consultant who started his career with IBM and ACNielsen. Since 2001, he’s been at the forefront of digital media trends focused on combining traditional publishing wisdom with the limitless possibilities offered by the Internet and social media.



Angel Vidal


Angel is a cultural and sustainability advisor with more than 30 years of experience in international relations. With a history of managing multicultural teams, partners, sponsors and clients, Angel is an excellent guide for improving communications in a multicultural world, helping businesses to fine-tune messages for international audiences – and to avoid cultural pitfalls along the way.



Jonathan Winch


Jonathan is both a strategic and creative force in the marketing and communication sphere. His career spans over 20 years, making contributions to the strategies and communications of companies of all sizes, the best known of which include Cisco, Hewlett-Packard, Danisco, GN ReSound, Hempel, Nokia Siemens Networks, LEGO, Nike, and Johnson & Johnson.