Copywriter
A Copywriter – often referred to simply as a ‘Creative’ – is responsible for the concept development / creation of advertising campaigns, with a particular bias to the copy element of the work. Traditionally Copywriters will work closely with an Art Director (who develop the accompanying visual look and feel), often as a dedicated ‘Creative Team’, to develop full campaign concepts.
It’s worth nothing that the boundaries between Copywriter and Art Director are often blurred and it’s highly likely that both will input in to the visual and copy aspects of the idea.
Agencies expect their Copywriters to be able to conceive and develop campaigns that work across all media channels, which can include everything from TV commercials, to radio ads, outdoor advertising (billboards, bus sides hordings etc.), print adverts, direct mail, digital ads, social media, point of sale and so on.
Copywriters are able to take a creative brief and insight provided by planners and/or account handlers and use this to develop captivating ideas that engage and resonate with the target audience. Working closely with an Art Director, they ensure that the message is strengthened by combining both visual and copy elements to create maximum impact.
A Copywriters role will include everything from short copy - creating slogans, TV/radio scripts, messages and straplines for ads – through to long copy for printed communications such as brochures and direct mail. Increasingly this will also include an ability to write for digital media, whether this is digital advertising, social media or web content.
Often, Copywriters (and their Art Director counterpart) will be on-site at shoots (photo or film) to ensure that what’s being captured is aligned to their creative vision.
Copywriters are always highly creative and have a hunger for keeping abreast of all the latest trends in the advertising world. They understand different target audiences, are able to apply creative thinking to business problems and are genuinely fascinated by people, advertising and brands.
Working in a creative team within an agency is always fast paced and most Copywriters will be expected to work on more than one project at once, typically reporting in to a Creative Director. When interviewing for a new role, Copywriters will always be expected to talk the Creative Director through their portfolio of work, so it’s always important to be keeping this up to date with your best work.
Salary wise outside of London the role generally pays between £21,000 to £65,000 depending on regional variance and level of experience.
London
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