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 straplines 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.
Advertising copywriters often handle several client accounts at the same time, which makes the job varied and interesting.