The Creative Copywriting Profession

Most creative copywriter are employed within organizations such as advertising agencies, public relations firms, company advertising departments, large stores, marketing firms, broadcasters and cable providers, newspapers, book publishers, magazines and creative agencies. Copywriters can also be independent contractors who do freelance writing for a variety of clients, at the clients' offices or working from their own, or partners or employees in a specialized copywriting agency. Such agencies combine copywriting services with a range of editorial and associated services that may include positioning and messaging consulting, social media and SEO consulting, developmental editing, and copy editing, proofreading, fact checking, layout, and design. A copywriting agency most often serves large corporations.

A creative copywriter usually works as part of a creative team. Advertising agencies partner copywriters with art directors. The copywriter contributes in creating an advertisement's verbal or textual content, which often includes receiving the copy information from the client. The copywriter is responsible for producing compelling and persuasive content and the art director has ultimate responsibility for visual communication and, particularly in the case of print work, may oversee production. Although, in many instances, either person may come up with the overall idea for Campaign the process of collaboration often improves the work.

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The Internet has expanded the range of copywriting opportunities to include web content, ads, emails, blogs, social media and other forms of electronic communications. Writing for the web is very different from writing for other media, tending to be more succinct than traditional advertising. Other stylistic nuances also come into play. It has also brought new opportunities for creative copywriters to learn their craft, conduct research and view others' work. The Internet has also made it easier for employers, copywriters and art directors to find each other.

As a consequence of these factors, along with increased use of independent contractors and virtual commuting generally, freelancing has become a more viable job option, particularly in certain copywriting specialties and markets.

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