A Copywriter’s job within a creative agency will normally be to work alongside the Art Director to develop and deliver the copy assets for advertising campaigns. As clients exist within a range of sectors, copywriters must ‘get under the skin’ of the brands and products they are working with, to decipher tone of voice and engage their target audience. Although some may be quite general like retail which covers a range of areas, others have specialisms like science, food or engineering which requires a detailed knowledge of the industry in order to create copy for the relevant campaigns.
Copywriters tend to have different levels of tone, style and whit that suits itself to different clients and campaigns. There are differing lengths to be accommodated for, including short pieces for quick consumption and longer pieces for larger engagement. These can depend on the platform they will appear on and with the continuing growth from the digital sector, the need for copywriters is greater than ever.