Creative Pfaffing: Indian Advertising Forum
http://desicreative.com/forum/
Typical work activities
Advertising copywriters often handle several client accounts at the same time, which makes the job varied and interesting. Typical work activities may include:
liaising with clients and interpreting their briefs;
developing creative ideas and concepts, often in partnership with the art director;
presenting ideas to colleagues and clients;
familiarising themselves with their clients’ products and services, the target audience and their competitors’ activities;
writing clear, persuasive, original copy;
updating digital media;
proofreading copy to check spelling and grammar;
amending, revising or redeveloping adverts or campaigns in response to feedback from the creative director, account team or clients;
overseeing campaigns through the production stage to completion;
working on several campaigns at once, sometimes under pressure and often to tight deadlines;
casting actors for TV and radio work, and listening to voice tapes;
liaising with production companies, photographers, typographers, designers and printers;
keeping up to date with popular culture and trends;
monitoring the effectiveness of advertising campaigns.
Paramvir wrote:To help create iconic brands which are eventually beyond rational competition?
Haha love the irrationally desirable part.Paramvir wrote:@Shanty : True. But I still think copywriters and art directors are NOT responsible for sales. They are only responsible for making a brand irrationally desirable.
Speaking like a purist, though.
I agree Shanty. I'm losing faith in my company (working with a client), because they hired me first and now they're asking me about KRAs and KPIs. I hadn't even heard of those abbreviations before this. All i know is that I need to write copy and that's how I like it.shantyarow wrote:I think EK's list pretty much covers it all. Though, I don't really know how one can have KPIs or KRAs or whatever the hell that it for the craft of copywriting! Eventually, I guess a copywriter's real function in writing is to write persuasive copy that sells a product, nothing more, nothing less.
I disagree to a certain extent. Apple has put a lot of thought into design. I love my macbook pro, the i7 processor in 2011 was still not out when I bought the book. And after Napster started, the Ipod was a revolutionary product.Ek Kanya wrote:isn't Apple the most 'Irrationally Desirable' brand today? ISnt that what every brand wants to become without having the product and the courage?
I was bombarded with those terms at my agency itself. Took me a while to warp my head around the concept and another while to realize that creatives don't HAVE performance indicators the way business delivery people do.Canis major wrote: I agree Shanty. I'm losing faith in my company (working with a client), because they hired me first and now they're asking me about KRAs and KPIs. I hadn't even heard of those abbreviations before this. All i know is that I need to write copy and that's how I like it.
Thanks Kanya for the input.