Content Writer/Copywriter
Job Description
Copywriters are responsible for generating the words, slogans and audio scripts that accompany advertising visuals.
The typical creative process can involve:
- discussing the client’s core message and target audience
- brainstorming visual and copy ideas with other members of the creative team
- writing and presenting a few options to clients
- modifying copy until the client is satisfied
- overseeing the production phase.
The copywriter and art director are accountable for checking all the content being advertised is truthful and complies with codes of advertising practice.
Most copywriters work Monday to Friday, although work can extend into evenings and weekends. Part-time, permanent contracts are hard to find but freelance opportunities are common. Although copywriters are mainly based in an office or studio, they may travel with the art director to visit clients, film and recording studios.
What is the work like?
The types of projects and clients vary widely, although some copywriters may specialise in an industry sector. They may also specialise in producing copy for:
- above the line advertising, which uses mass media like TV, cinema, interactive media, posters and radio scripts to promote brands
- below the line advertising, which uses less conventional methods that focus on direct means of communication, like brochures, leaflets, press advertisements and direct mail.
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
- familiarising 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 storyboard (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
Accuracy is essential. The copywriter and art director are accountable for checking all the content being advertised is truthful and complies with codes of advertising practice. Although proofreaders may examine the final copy, copywriters are also responsible for checking spelling and grammar.
Skills and personal qualities
An advertising creative copywriter/director should:
- 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
- work well in a team and with a range of creative people
- be able to work under pressure and manage workloads effectively
- be highly self-motivated and well organised
- be able to see other people’s points of view and take on board feedback
- work within strict budgets
- have an eye for detail
- possess good leadership, people and project management skills.