Writing for ads used to mean writing for TV and radio, crafting headlines for print ads and pairing up with a designer to punch up a piece or two. The copywriter’s job was to write. Plain and simple.
Within the past decade or so, however, the role of the copywriter has shifted and expanded. In a multi-faceted media landscape, the mission of an agency or company is to create content that resonates with a consumer, engages with them, tells them a story. Sure, the copywriter’s role in all of this still very much involves writing in a traditional sense, but that isn’t all it requires anymore.
What is the copywriter’s role now?
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