The copywriter is responsible for taking a client’s advertising brief and generating original copy ideas that grab the attention of the target audience. This can include creating straplines, slogans, body copy, jingles and scripts. Usually working on multiple projects, the typical creative process can involve:
• meeting with account executives to discuss the client’s requirements and core messages
• familiarizing themselves with the product, target audience and competitor activities in the market
• brainstorming ideas and concepts for the visual and words with other members of the creative team
• presenting initial ideas to the creative director, some of which may be rejected or developed into workable concepts
• writing various copy options, which may be presented to the client as a story board (a consecutive series of frames depicting the script and drawings that may be used)
• modifying copy until the client is satisfied
• overseeing the production phase, booking and liaising with designers, illustrators, printers, photographers and production companies
• casting actors and models to appear in adverts
Skills and personal qualities
• be highly creative and imaginative, and curious about clients’ products or services
• be skilled in writing clear, concise and grammatically correct copy
• understand the different language styles that appeal to various target markets
• have excellent interpersonal and communication skills
• be able to work under pressure and manage workloads effectively
• be able to see other people’s points of view and take on board feedback
• work within strict budgets
Contact email: [email protected]
