Copywriter at SCANAD LTD

JOB PURPOSE – SUMMARY

• A Copywriter is responsible for taking their client's advertising brief and generating original copy ideas that grab the attention of the target audience. They are involved in creating a campaign that has an instant, positive impact on the consumer in order to promote the product or brand being advertised. This may include creating straplines, slogans, body copy, jingles and scripts that accompany advertising visuals. Copywriters will work in close partnership with their Art Directors and have input to the visual elements as well. A Copywriter at Scanad will produce big-picture advertising for big-picture clients.

KEY RESPONSIBILITIES AND ACCOUNTABILITIES

• Write material for established campaigns.
• Develop sales concepts or ideas for accounts.
• Review and revise old account slogans and tag lines etc.
• Development and execution of outstanding advertising that sells products and builds brands
• Originate and deliver, in conjunction with appropriate agency sources, outstanding strategic solutions based on a combination of the business scenario, consumer rights and a thorough understanding of the total communication mix.
• Ensure all agency briefings will yield relevant and original solutions efficiently.
• Develop a strong partnership with the Creative Director, Associate Creative Directors and peers on each account based on a shared commitment to effective solutions.
• Facilitate first-time selling and timeous execution of creative and media solutions. To remain up-to-date with new ideas, techniques, and styles (i.e. art, films, technology, digital, social media, TV programs, music, fashion, trends etc).
• Understand and appreciate the nature and value of their client’s brand.
• To familiarise themselves with the product and competitor activities in the market.
• Proficient in discussing the client's core message and target audience.
• Ability to generate lots of fresh, original ideas from a brief. Edit and proofread advertisement copy.

Knowledge Areas:

• To actively seek inspiration from the external environment to influence creativity.
• Understand and appreciate the nature and value their client’s brand.
• To familiarising themselves with the product and competitor activities in the market.
• Proficient in discussing the client's core message and target audience.
• Ability to generate lots of fresh, original ideas from a brief.
• Builds key relationships with Account Management, Planning & Traffic departments.
• Meets regularly with relevant departments to discuss the client's requirements and core messages.
• Portrays a helpful and innovative image for the Creative Department.

Creative Management:

• To think creatively and devise imaginative and intelligent advertisements based on client briefs.
• To push boundaries of original thinking to explore new creative solutions.
• To effectively communicate creative ideas to a wide audience with varying creative knowledge levels.
• To translate the strategic creative concept into different creative executions to be presented to the client.
• To execute creative ideas to the highest standard involving and communicating with the necessary creative team.
• To modify initial ideas into workable concepts until the client is satisfied.
• To align the copy with art direction and vice versa

PROFESSIONAL, TECHNICAL SKILLS AND PREVIOUS EXPERIENCE REQUIRED

• 2-5 years of experience as a writer.
• Attending consultations with account executives to clarify and internalize the brand's requirements and core messages.
• Familiarizing oneself with advertising and promotional material used by competitors.
• Understanding the class of consumers, the advertiser desires to reach and target advertising to their tastes.
• Brainstorm ideas with creative team members and develop new, catchy, and convincing ideas to communicate the advertiser's message.
• Ability to Reject some ideas and develop others—deciding between alternatives.
• Writing advertising copy.
• Helping to explain concepts to the advertiser and adapting them according to the needs of the advertiser.
• Guarding against producing deceptive copy or advertisements that may lead to consumer confusion.
• A strong understanding of what makes standout creative.
• The ability to engage and demonstrate your ideas effectively.