Who’s the copywriter, what’s his job?

The copywriter is a professional figure who works mainly in the advertising sector and is responsible for editorial advertising. He usually works in teams with the art director. Both know a lot about each other’s work.

In advertising agencies the figure of the author is of central importance, because he has a direct relationship with the customer. Because he has to be able to convey the identity of the company or brand, it needs to be advertised, with words, slogans, texts, press releases and contributions.

The copywriter must be familiar with the grammar of the language in which he writes and be able to understand it in all advertising channels. As the power and influence of social media on the market increases, copywriters need to adapt their spelling. A television advertising campaign will be different from newspaper advertising, as will writing for social media or promoting a website.

Over the years the professional figure of the copywriter has evolved. Those who do this work mainly work as freelancers (self-employed), so they can work together in different areas.

In a full-service advertising agency that mainly deals with web solutions and visual communication for the press such as IG-Global, the copywriter will also deal with web marketing, SEO, SMM and SEM. Contemporary copywriters need to be flexible and know a lot. They need to be informed about the latest web trends, be able to write for social media, blogs and keyword searches, have a taste for graphics, be cultured and updated. The copywriter does a job that requires a lot of knowledge and skills.