Often going through those ads do you really pass by a thought; Who writes all this? Whose creativity is this? Or sometimes, Whose planned disaster is it?
Many think that it is the owner of the product or brand that comes up with these creative or non-creative ideas. But the mind behind such creative jitters is of the copywriter. Most of these minds are not present in the in-house teams of the brands, but work out somewhere in a reputed ad agency.
Another fact that all you see in TV ads or print ads is completely conceived by the copywriter. There are many spatulas helping to cook the final ad copy. But the unheard voice behind the ad copy is of the copywriter.
The most crucial, but the least known person copywriter of an ad agency has a unique routine to be followed. So to build a better understanding, here’s a glance to the Copywriter’s day in an Ad Agency.
Morning Team Meetings
The copywriter – along with a host of other advertising professionals, including art directors (the copywriter’s counterpart on the visual side), account executives, media executives, print product managers, art buyers, and, of course, the top dogs at the agency–start their day with a morning status meeting. How’s the TV commercial for the agency’s biggest new client coming along? When will it be done? Will it come in on budget? How about the corresponding print ads? The brochures? The direct mail? Will it be done on time?! It’s a tough way to start the day, but with the aid of grande-sized coffee and the promise of a paycheck that week, most people make it through.
Meetings, Meetings & More Meetings
The thrust of the day moves on to meetings of all kinds. Meetings between account executives briefing the creative people (the copywriter and the art director) as to what the client is looking for, meetings between account executives and the media buyer detailing what kind of reach and frequency (you’ll have to Google that one on your own) the client is hoping for, meetings between the creative team and the art buyer and the print production manager to get an idea of how much creativity the client’s budget will buy, and then meetings with the big bosses to fill them in on all the meetings that just transpired. Oh, and let’s not forget meetings with reps from various TV and radio stations, magazines, newspapers, and websites all trying to get a piece of your media budget spent on their client.
The Creative Process
The creative process is part strategy (knowing what the client wants to communicate), part skill (find a way to take the clients invariably dry message and make it interesting and meaningful) and part inspiration (I can’t explain that one; either you’ve got it or you don’t). The creative process takes place when the copywriter and the art director lock themselves in a room and stare at each other until someone comes up with an idea or even just a way of thinking about the product. Anything that will inspire creating thinking about widgets or shave cream or floor wax. Creative teams have been known to spend 12+ hours in rooms, bringing in their meals so as not to be disrupted.
Do You Have It In You
If you think you’ve got what it takes to be in advertising–particularly a copywriter–you’ll need to put a spec portfolio together (create ads that aren’t real but show how you would solve communications problems) and then cart yourself and your book (advertising lingo for portfolio) to anyone and everyone in the business who will give you 7-10 minutes. Creative Directors are your preferred target, but a good copywriter will do in a pinch.
So now when you read an ad copy and you love it or think is doing the trick, appreciate the copywriter and not the brand. But after thanking, make sure you act too.
Kudos to you all and a copywriter’s day in an Ad Agency is definitely exhausting, but worth it.
For all those who are still looking out on making it as a copywriter, this 10 top tips for being a successful copywriter will help you a lot.
So if you are a copywriter or wish to be one, share you views in the comment section below.