What Are The Qualities Needed To Consider Being A Good Freelance Advertising Copywriter And Agency Art Director? By Tim Ryan

15 March 2017 Advertising ≈ Print Advertising

Advertising copywriters generally work alongside an art director within the creative department of an advertising, media or full-service agency. They work with client briefs to conceive, develop and produce effective advertising campaigns. The art director deals mainly with the visual images of the advertising campaign, while the copywriter provides the verbal or written 'copy'. This may include creating slogans, catchphrases, messages and strap lines for printed adverts and leaflets. They are also involved in writing text for web advertising, as well as scripts for radio jingles and TV commercials. Copywriters also work with media planners/buyers and the production department to fully develop the advertising campaign.

A lot of the oft-cited characteristics of a quality a copywriter are so obvious that one can’t help but wonder if they were written by writers at all. How many must begin with some variant of “strong writing skills,” “a knowledge of the English language,” or the ever-ambiguous “creativity.”

Any professional copywriter, without expectation, possesses all of them.

And if the goal of these articles is to take the obvious route, I’d at least like to see one recount the other traits most professional writers seem to have in common -- bouts of anxiety, an all-consuming drive for perfection, and a constant battle with imposter syndrome, in which each well-received piece is credited to a stroke of luck and that the next will ultimately expose you for the fraud you are. You know, the usual.

What I’m getting at here is that if we make the (correct) assumption that every copywriter already possesses the pre-requisites, what then separates the great from the so-so?

For representing and advertising your products and services, you need to find a very efficient Freelance advertising copywriter to fulfill your content requirements for advertisement. Before you choose any copywriter numerous things need to consider like:-

  • liaising with clients and interpreting their briefs;
  • developing creative ideas and concepts, often in partnership with the art director;
  • presenting ideas to colleagues and clients;
  • familiarising themselves with their clients' products and services, the target audience and their competitors' activities;
  • writing clear, persuasive, original copy;
  • updating digital media;
  • proofreading copy to check spelling and grammar;
  • amending, revising or redeveloping adverts or campaigns in response to feedback from the creative director, account team or clients;
  • overseeing campaigns through the production stage to completion;
  • working on several campaigns at once, sometimes under pressure and often to tight deadlines;
  • casting actors for TV and radio work and listening to voice tapes;
  • liaising with production companies, photographers, typographers, designers and printers;
  • keeping up to date with popular culture and trends; monitoring the effectiveness of advertising campaigns.

Freelance Advertising Agency Art Director are responsible for what advertisements look like. 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. They can be involved in all of the different forms of advertising, including advertising on television and radio, the internet and posters.

  • Freelance Advertising Agency Art Director must have the qualification of arts, graphic design, web design or other art and design related subject areas.
  • They need to make a direct contact with the freelance copywriters for generating the real ideas of the client.
  • The design of the advertising must be fresh and unique for the specific benefits or personality of the product. A look and attitute the client or product can own.
  • They can understand all aspects of photography, illustration, retouching,  typography and all final production needs.

Both the freelance copywriter and Freelance Advertising Agency Art Director  need to work hand-in-hand even in a freelance setting. Before hiring them you should take a close look at their work and experience. They should be able to handle a wide variety of products and services. And be able to create compelling concepts for them. The concepts/look for each client should have it’s own unique style and attitude that they can own.

About the Author

Timryancreative is an award-winning freelance art director/creative director/copywriter. He provides different types of Freelance Art Director, Award Winning Advertising Creative with complete creative services from one source for all your advertising needs .

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