Discover what the Copy is

Copywriting is a term that can have two different meanings. On the one hand, it can be used to refer to the person who, within a marketing team, is responsible for coming up with the creative strategy for a commercial initiative; on the other hand, it is also used to refer to all the creative texts that are launched as part of a marketing strategy that seeks creativity.

Following the figure of the person, it is one of the keys to any marketing strategy. It is the person in charge, the strategy that shapes the campaign and outlines the texts that must be prepared to achieve the desired impact; in fact, it usually works together with the artistic director to define the visual content with which to transmit the idea that is sought to be disseminated through the creative content. Although the collaboration between both parties has multiple manifestations, it is a joint work that usually occurs in most campaigns.

Following the directions of copy as a creative text, it is all that slogan, phrase, article or even script that the creative constructs with the purpose of communicating to the public the message that the brand wants or seeks to transmit with this campaign. Within creative initiatives, it is a key element to be able to guarantee the functioning of these, as well as one of the most frequent pieces on the Internet when talking about advertising and marketing.