Spotting the good stuff: the role of the copywriter

Before they call us in, some of our clients are in the habit of briefing a creative team to come up with a concept. They’ve seen visuals and have selected a front cover; a dps layout and a couple of variants; a set of beautifully shot images. It looks the bee’s knees and right on brand. And then they brief the content. I simplify, but ‘about 2000 words to fill this please’ isn’t too wide of the mark.

But who are we talking to? What do you want to say? How do you know that it’ll take 2000 words and who said a brochure was the right vehicle in the first place? And now they have to brief all over again.

So when should the copywriter get involved?

The best jobs are the ones when the copywriter is first in and last out – thank you Mr Horberry for articulating this so eloquently.

  • First in because someone has to ask the questions, capture thoughts and opinions and turn ideas into words; this is the natural role of the copywriter.
  • And last because writing provides continuity and ensures coherence in the final execution.

Whether for digital, print, or presentation our writers are involved throughout the creative process.

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