Copywriters are text experts and specialists in finely crafted formulae. They create and draft advertising messages. With the artistic director, who works on the image, they form a creative duo, representing the style and the signature of the agency. They work together for the text and the visual aspect to mesh seamlessly. The creative director supervises this creative team. 

Copywriters conceive of and draft messages and the thrust of advertising campaigns, based on the copy of the strategy prepared by the sales department. This function, therefore, requires that they be adapted to selected supports and the targeted audience (professionals or general public).

Likewise, the speech will depend on the product characteristics, the positioning of the competitors and the announcer’s marketing choice. Copywriters work for different types of support: mailings, displays, radio spots, catalogues, company film scripts, etc.