What is a Copy?

One Copy 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 in charge of coming up with the creative strategy of a commercial initiative; on the other hand, it is also used to refer to all creative texts that are launched as part of a marketing strategy that seeks creativity.

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

Now following the directions of the copy as a creative text, it is all that slogan, phrase, article or even script that builds the creative in order to communicate to the public the message that the brand wants or seeks to convey with this campaign. Within creative initiatives, it is a key element to be able to guarantee the operation of these, as well as one of the most frequent pieces on the Internet when talking about advertising and marketing.