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Move the right people

Stop publishing.
Start performing.

Everyone’s using AI to draft content—LinkedIn posts, blogs, landing pages. It’s fast. It’s cheap. It’s everywhere. 

Yet, here you are.
Because something’s off.

It doesn’t sound like you.
It misses momentum.
It misses the point.
It disappears into the AI sludge flooding your market.

That’s where we come in.

We’re your AI Editor-in-Chief, helping you kill the noise, find your voice, and leave your fingerprint on the feeds and timelines that matter.

We don’t compete with AI.
We complete it.

Interesting bunch, these Biarritz clients. True experts in their field, often the sharpest minds in the room.

Some protect the backbone of the internet from falling into the wrong hands.
Some guide brands through the realities of an aging workforce and society.
Some push tech to its limits to make healthcare more accessible to everyone.
Some have spent whole careers improving how we educate future generations.
And some help HR professionals finally bury the bureaucratic ghosts of the last century.

Many use tech. They all use heart. The common thread: they matter, and they make things better.

They’ve all got brains, guts, and drive. What they don’t have is the time, headspace, or skills to turn all that expertise and heart into content that builds trust, authority, and brand equity.

Most turn to AI at some point, thinking,

“I’ll just let AI write my copy and content. It’ll help me get found and quoted.”

But then you’re literally letting AI talk to AI.
That’s a Black Mirror episode, not brand marketing.

No differentiation.
No human feeling.
No connection.
Just average.

Most eventually end up calling us because they love AI’s speed and efficiency but can’t stand the GPT-flavored sludge flooding feeds and websites. 

It’s lazy. Uninspired. Interchangeable. Irrelevant.
Everything they’re not.

We exist to add meaning, message, and momentum, and to give our clients the confidence to connect with the people who matter most.

Businesses. Consumers. Investors. Prospectives. Partners. Shareholders. Regulators. Policymakers. Culture carriers. Journalists. The whole cast of characters that shape what happens next.

Make ’em laugh.
Make ’em cry.
Make ’em feel something.
Believe something.
Do something.
Buy something.

Because a brand that doesn’t move people really isn’t worth shit.

Jeroen Meulman, founder and copywriter at Biarritz

What we deliver every month

Strategic Editing

We reshape structure, flow, clarity and argument—so your content actually lands.

Brand Voice Alignment

Add your fingerprint to the feed with messages that are on-brand.

Content Enhancement

We add proof points, story, and style and kill the marketing speak.

Channel-Specific Polish

LinkedIn ≠ email ≠ landing page. We adjust accordingly.

Editorial Thinking

We don’t just edit—we advise, question, and push your message forward.

What counts as one piece?

You’ve got stories to tell. Ideas worth stealing.
People to inspire. Shit to get off your chest.

When opportunity or inspiration hits, the last thing you need is to chase your agency for a quote and a timeline (“Our sales representative will get back to you.”)
Come on.

So, here’s how we roll:

We treat all your content the same. No mental math. No budget blowouts. Just full transparency. Pick 4 or 8 pieces a month—Dutch, English, or both if you’re feeling bilingual and brave.

New month, new mix.
You draft, we fix.

What counts as one piece? Glad you asked.

  • LinkedIn Post

    1 piece

    On-brand copy for one post, up to 350 words.

  • Blog Article

    1 piece

    On-brand copy for one opinion piece, up to 750 words.

  • Newsroom Article

    1 piece

    On-brand copy for one editorial-style update, up to 750 words.

  • Newsletter

    1 piece

    On-brand copy for one edition, up to 500 words.

  • Keynote

    1 piece

    On-brand copy for a 10 slide keynote presentation, structured to inform, persuade, and stick.

  • Pitch deck

    1 piece

    On-brand copy for a 10 slide pitch or investor deck—focused on clarity, story, and traction.

  • SALES ONE-PAGER

    1 piece

    On-brand copy for a single-page PDF, designed to inform, persuade, and convert.

  • Landing Page

    1 piece

    On-brand copy for one full page summarising brand, product(s), or service(s)

  • Homepage

    1 piece

    On-brand copy for one full page guiding visitors to key site sections.

  • Product Page

    1 piece

    On-brand copy for one full page focused on a single product.

  • Service Page

    1 piece

    On-brand copy for one full page focused on a single service.

  • About Us Page

    1 piece

    On-brand copy for one full page introducing your organisation and team.

  • Job posting

    1 piece

    On-brand copy for one clear, engaging job description—positioned to attract the right candidates.

  • Case Study

    1 piece

    On-brand copy for a one-page format—results, story, proof.

  • Brand Video Script

    1 piece

    Script for a 30-second brand or explainer video.

  • Butts in seats

    1 piece

    On-brand copy for invitations and announcements to get people in the room—and keep them talking after.

  • Speeches

    1 piece

    On-brand copy for a sharp, short, well-structured talk—written to be delivered and remembered. Up to 1000 words.

  • Human translations

    1 piece

    Dutch ↔ English. One full page. Tone-aware, brand-aligned, and editorially elevated.

  • Podcast shownotes

    1 piece

    On-brand copy for one episode’s shownotes, designed to hook listeners, capture key themes, and drive clicks. Up to 400 words.

  • Seasonal Greetings

    1 piece

    On-brand copy for a New Year’s message, or any other seasonal moment that calls for the right words at the right time.

A shift in mindset

Writing for AI and humans starts with a shift in mindset.

You're not just writing for people anymore.
You’re writing for retrieval, relevance, and real resonance.

Answer engines like Google’s SGE, ChatGPT, and Perplexity are scanning content for clarity, structure, and authority.

Humans still want personality, precision, and a point of view.

That means your content now needs to rank, respond, and resonate. All at once.

So:

You’re not publishing. You’re performing.
You’re not filling space. You’re earning presence.
You don’t post and forget. You update, adapt, and stay in rhythm with relevance.

To build authority in the new search, we create content that’s:

  • Quotable — worth repeating, sourcing, and sharing

  • Updatable — structured to grow, not expire

  • Adaptable — ready for new channels and changing formats

  • Alive — in sync with your audience and the AI that serves them

Meet your Editor-In-Chief

Jeroen Meulman is the founder, copywriter, and AI Editor-in-Chief at Biarritz.

With over 20 years of international experience—and an instinct for the next wave—Jeroen’s helped brands between Amsterdam and Lisbon find their voice and backbone. Commercially sharp, sure. But just as community-focused as conversion-minded.

The industry press took notice: they named Jeroen one of the 100 most influential people in the business, back-to-back in 2024 and 2025.

You always work with Jeroen exclusively and directly. No hand-offs. No project managers. Just a seasoned pro who has your back, and helps you sound smarter, sharper, and more strategic—every single month.

"We needed blind trust in someone who would stay clear of marketing speak, and stay true to the values we share with our community."

NLnet Labs builds open source software trusted by a community of experts and the world’s biggest tech players. If it fails? Emergency services, banks, governments go dark. People and businesses suddenly stop connecting, communicating, and paying. Life as you know it grinds to a halt. That’s the level of play.

To launch the successor to their world-leading DNS signing software, they brought us in for research, strategy, and performance. Alex Band, Director of Product Development, recalls his initial hesitation and explains how Brand Performance lifted the weight off his shoulders and outperformed every expectation.

Choose the plan that's right for you

We keep things simple. You send us drafts, notes, and thoughts you’ve written or drafted with AI. We edit, enhance, fill in the blanks, and send it back ready to perform.

No commitment. Cancel anytime.

BUSINESS MONTHLY

€ 1.500

Ideal for solo founders or small teams.


  • Up to 4 pieces/month

  • Mix it how you want

  • Change it whenever

  • Monthly Editorial Planning

  • Strategic Editing

  • Brand Voice Alignment

  • Content Enhancement

  • Channel-Specific Polish

    EXECUTIVE MONTHLY

    € 2.750

    Ideal for content-heavy teams, agencies, or exec comms.

    • Up to 8 pieces/month

    • Mix it how you want

    • Change it whenever

    • Monthly Editorial Planning

    • Strategic Editing

    • Brand Voice Alignment

    • Content Enhancement

    • Channel-Specific Polish


    Also included:

    • Editorial Support — 2 quick review per week on content you craft yourself. We don’t edit or rewrite, but we’ll proofread and advise—so you hit publish with confidence.

    Talk to us

    Why this works

    Average doesn’t make enemies.
    But it doesn’t build believers either.

    GPT can write. But it can’t think.
    It can generate. But it can’t judge.

    It’s safe, predictable, and average by design.
    And average doesn’t move markets.
    It doesn’t change minds. It doesn’t close deals.

    Average sits in the boardroom, nodding along.
    It stretches meetings, burns budgets, and sands down sharp edges until nothing remarkable remains.

    Our job isn’t to rewrite what AI did.
    It’s to take the drafts, notes, and thoughts you give us, and build something worth publishing.

    Words with authority, clarity, confidence, and commercial intent—built to move the people who matter most, not overwhelm an average crowd.

    Leave nothing

    Not an inch. Not a doubt. If you need to be believed, backed, or bought — we make you impossible to ignore.

    Let’s talk about the first message you want to get out there.

    Phone
    Email
    Signal
    AVERAGE IS ELSEWHERE