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Copywriters will make up part of a creative team in a marketing or advertising agency. They are employed to come up with ideas for new campaigns and write all copy. For each account, they will be given a brief from the client, usually via the account planner, executive or manager, which will state the client’s objectives, its values, its target audience and the messages it wants to convey through its marketing campaign. Copywriters will then set to work producing original and innovative copy, within the guidelines of the brief. This copy could be; ideas for a new campaign, words to accompany a print advert or to be featured in a marketing brochure; a script for a television advert or a jingle for either television or radio.
They will report to, and exchange ideas with, an art director and account handlers. They also offer ideas and opinions on other aspects of the creative process, such as visuals and sound. Suggestions will then be pitched to the creative director, followed by the client, for approval or amendment. In the event that copy is rejected by either the creative director or the client, copywriters will have to restart or modify their work until both parties are satisfied.
Copywriters need to stay up to date with consumer and marketing trends, current affairs and popular culture, in order to both source inspiration for copy and produce the most relevant and engaging campaigns. They will usually need to conduct extensive research into the subject matter before starting work.
They will normally work alongside production teams, source photographers, artists, production companies and other creatives and oversee the whole process until completion. Depending on the size of the agency, copywriters may be in charge of monitoring marketing activity effectiveness and writing reports for clients.
Many copywriters also work on a freelance basis and move frequently between agencies and companies.