When we talk about Copy we refer either to the person within the marketing team who is in charge of thinking about the creative strategy of a campaign , or to the creative texts themselves that are used in said strategy and who is normally in charge of do this first.
What is a copy?
The Copy as a creative strategist is the person who is responsible for the idea of the campaign and the texts with which it will be communicated. He is in charge of thinking about how the story that the brand intends to convey is going to be told to the audience, shaping that story so that it is accepted by the viewer and getting them to react as expected.
It also writes the texts that will accompany the idea: claims, locutions, graphic texts, etc. In many cases, in addition, he will decide together with the art director the visual communication of the creative idea .
The work of both professionals (copy and art director) does not necessarily have to work in one direction . Many times it is the copy that guides the art director to one or another visual design depending on the creative idea, other times it is this second who initiates the process and many other times, they carry out a joint and horizontal work throughout.
For its part, the Copy understood as text, refers to those messages of slogans, scripts, locutions, etc. that the creative person writes and that they intend to tell what the brand wants to communicate to its audience .
If you want to make a good copy, check out these simple steps to become a storyteller
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Digital Marketing