Copywriter

A Copywriter is a creator and a storyteller. It is his/her role to come up with write-ups, stories, scripts, captions, headlines, and taglines, all kinds of writing needed for the brief in line with the direction mandated by the ACD/CD. He/she must also be able to understand the brief and come up with fresh insights and innovative creative ideas/solutions to solve it, as well as be able to articulate and present them clearly to his/her ACD/CD. He/ She should be able to execute the ideas well, across all platforms and formats, using different forms of writing. Furthermore, he/she must be able give sound recommendations on storytelling and copywriting during production. He/she must be able to see the ideas through from conceptualization all the way to post-production, and make sure the idea remains great and is executed well. Must follow directive from ACD/CD/ECD/CCO.

The Copywriters strengths are on these fundamental aspects:

1. Creative Development & Execution Management

2. Business Development

3. Company Culture Fit & Culture Addition.

Creative Development & Execution Management.

Creative Development Contribute in the creative process from understanding the brief to insighting to ideation to crafting and execution, to presentation and defense to production:

Understanding the Brief Understand the brief thoroughly, on a product and strategic level to be able to propose the best possible creative solution. The brief consists of the ask of the brand, usually a problem or opportunity, and the strategy through which will solve the brief.

Insighting Research on the brief, the target market, the landscape of the brand, interview people, look at data, look at trends, look at human behavior to come up with human truths that will inspire, answer or solve the brief.

Conceptualization - Based on the brief and the human truth, come up with a big idea that will connect the brand and the insight. The big idea is the result of the thinking of the brief and the human truths uncovered. The big idea is the creative solution to the brief. The big idea unites all the executions.

Craftsmanship and Execution Where technical skills come to play. Create high standard high quality work for every brief. This includes creating the write-ups, stories, scripts, captions, headlines, and taglines practically all writing needed. Craftsmanship is the thing that will turn the big idea into its best form. It is the task of the Copywriter to find the best and right execution for the idea. It is the Copywriters duty to make sure the writing needed is spot-on and is practiced with brevity, clarity and wit. And ultimately make sure the execution is at its best form of writing.

Technology & Innovation Stay up to date on the latest tech and social platform executions and integrating them seamlessly into ideas and crafting. Get to know the latest trends, the newest craze, the newest everything so executions are always timely and current.

Production - It is a duty of the Copywriter to make sure that the idea stays great from conceptualization all the way to production - to see the idea through and make sure it is according to the creative vision of the execution from pre-production to post production.

Pre-production Must be able to brief director clearly on creative intent. Must provide key enhancements/builds on copywriting and storytelling, on all aspects of the production.

During Production Must have a sharp eye to provide enhancements/builds on storytelling details (cinematography/photography, acting, styling, hair and make-up, set design) and make sure everything on the set contributes to the creative intent.

Post-production Must be able to provide enhancements/builds on the copywriting and storytelling (color grading, visual effects, editing) according to creative intent during offline and online sessions.

Business Development

In Driving Organic Growth Actively support Creative Heads in the development of existing accounts and find opportunities where we can grow the business.

In Contributing To New Business Actively support pitches with Creative Heads that contribute to the agency targets.

In Leveraging on Agency Verticals Leverage on varied Agency verticals (ie. Propel Studios, Propel Media, Propel Data, etc.) in proposing work to clients and to elevate clients/brands understanding of the digital ecosystem.

Company Culture Fit & Addition

In Promoting Culture Be an active participant and advocate of the team/agencys culture to create a positive and energetic work environment.

The product of the above is the overall contribution of this department to the business objective of the agency, and its clients. Equally important, is the effect on creating purposive work that matter to the world, and to our talents at Propel Manila.

Key Skills and Requirements:

Problem Solving, Persistence & Belief on the power of the Big Idea to create purposive work;

Articulate to communicate clear thoughts and more importantly, directions;

Strategic in its identification of problems, approaches or solutions;

Technical Experiences:

Knowledgeable or experienced professional with impressive portfolio of creative work