Copywriters generally work alongside an art director within the creative department but may work within bigger teams or specialist project units working with client briefs to conceive, develop and produce effective, conceptual work.
Working with the art director, who deals mainly with the visual aspect of the advertising campaign, the copywriter provides the verbal or written 'copy' direction which may include long or short copy, creating slogans, catchphrases, messages and straplines for print adverts, leaflets, web and social campaigns, as well as scripts for radio and TV commercials.
Conceptual
- Develop innovative and persuasive advertising concepts that align with client objectives
- Write compelling copy, memorable headlines, slogans, and lines that answer the strategic and creative brief, capturing the essence of the brand, service or product
- Translate marketing strategies into engaging narratives across different media platforms
- Collaborate with art directors to conceptualise against written briefs, ensuring copy direction complements visual elements
- Familiarity with clients' products and services, their target audience, and their competitors' activities
- Craft clear, persuasive, original copy that enhances the overall impact and effectiveness of advertisements
- Understand copy and platform principles to write effectively and persuasively for multiple media types
- Ability to work on several briefs / campaigns at once, sometimes under pressure, and often to tight deadlines
- Guide junior copywriters and interns in developing their skills
- Take ownership of the brief, presenting ideas and concepts to creative directors for internal buy-in, and to clients for approvals
- Take ownership of briefs and projects and see them through from conception to completion
- Work closely with art directors to form creative teams
- Liaise with client service and strategy to interpret client briefs accurately
- Coordinate with production to manage talent and external partners, such as voice artists, recording studios, etc.
- Work with art director, creative leadership and production in the execution of creative work, ensuring clear direction to all creative partnership and ownership of the final product
- Proofread and edit copy to ensure accuracy, clarity, and brand consistency for all work including scripts, rationales, copy decks, presentations and final materials
- Revise and refine copy based on feedback from creative directors, client service and clients
- Ensure all copy adheres to legal and ethical advertising standards and is aligned with the overall brand and/or campaign tonality
Qualifications
Matric Certificate and bachelor’s degree in English, journalism, communications, advertising, or a related field
Experience
Additional courses or certifications in advertising or marketing are beneficial
>3 years of professional writing experience, preferably in advertising or marketing
Desired Skills
- Advanced English and/or Afrikaans
- Written or spoken command of another official South African language is an advantage
- A strong portfolio showcasing a range of writing styles and successful campaigns
- Proficiency in writing for various media (print, digital, social, etc.)
- Familiarity with content management systems and basic design software
- Understanding of SEO principles for digital copywriting
- Exceptional creativity and ability to generate original ideas
- Strong writing skills with a versatile style adaptable to different brands and audiences
- Keen eye for detail and ability to work within strict word limits
- Excellent communication and presentation skills
- Ability to work under pressure and meet tight deadlines
- Strong teamwork and interpersonal skills
- Understanding of marketing principles, and consumer behaviour and trends
- Awareness of current advertising trends and best practices
- Thorough knowledge of various media platforms and their specific requirements
- Able to work alone or in a team environment; on location and able to travel to shoots, meetings, etc.
- Able to work long hours and/or over weekends from time to time
- Hybrid working conditions prescribe a minimum of 3 days in the office
- A curious mind, tenacity and huge ambition
- Team player with the ability to collaborate with broader teams
- Ability to remain calm in a fast-paced environment
- Creative out-of-the-box thinker
- People-focused, approachable, dependable, emotionally intelligent, empathetic and compassionate
- Proactive and resilient
- Deadline and solution driven
- Meticulous with excellent attention to detail
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