Clearly defined roles among team members are imperative for efficient workflow. While employee responsibilities often cross over several areas, there are a few underlying roles that should remain static.
The primary responsibility of the senior-level Copywriter (CW) is to develop and produce effective advertising campaigns. S/he works closely with a designated Art Director (AD) to develop concepts into a specific form of advertising (e.g. web site, print ad, storyboard, billboard, direct mail, etc.). The CW sometimes works in conjunction with another writer as part of a larger design team.
The CW reports directly to the Creative Director (CD).
• Attends daily (or weekly) production meeting
• Brainstorms with CD, AD, other team members regarding campaign concepts
• Assists with writing of new business proposals, client marketing plans, press releases
• Oversees timeliness of agency web site content
• Assists with writing of agency self-promotional materials
• Presents ideas to internal colleagues, clients (if applicable)
• Gains an understanding of client’s target audience, competitive landscape
• Regularly contributes content to agency blog, other social media outlets
• Assists with selection of voice, television talent
• Attends audio recording sessions (as requested)
• Works with CD to outline, maintain client and agency text style templates
• Obtains sequential sign-off on copy before being routed to AD for layout
• Writes copy according to instruction provided by AD or Account Executive
• Alerts AD, Traffic Manager if deadlines cannot be met
• Makes text corrections to creative materials (e.g. scripts, storyboards)(as requested)
• Reviews all project proofs before being routed to outside vendors
• Submits a daily Time Sheet detailing work execution