Was a question from White Knight-san, in Sapporo City.
It is not at all easy question for me. But the question came at the right timing, as I have just started teaching a few classes, staring on last Friday, in Advanced Copy Writing Seminar by Senden Kaigi in Osaka: What is a role of Copy Writer/Creator from Client’s view point.”
Thus, I anyway had to throw some thoughts on this topic.
I do not have any license, knowledge, and experiences to tell you either “All clients view this way” or “Copy Writer must act that way.” This is just my own perspective. I will try not to make argument too abrupt, but please bear with me.
I (when I was working as a member of client) think I often had the following three roles/expectations to Copy Writers or Creative Directors who used to be CW.
“Talk like Brand does. ‘Shall We Haagen-Dazs?’”
Of course, it’s the job #1 for “Copy Writer”.
If it is a matter of simply translating strategy into set of words, we do not need Copt Writer. Writing copy is not simple math with theory and process, so that client people like me, left-brain-heavy people, cannot do the job.
If there is any difference for my opinion/perspective versus “commonly understood role of Copy Writer”, I would expect Copy Writer writes/talks as if the brand talks. Copy is to me an expression of who the Brand is.
“Shall We Haagen-dazs?”, when it is written in Japanese, does not stand. You go “Then who are you?”
To large extent, I often look for “Character of the Brand in words/choice of words” than “unique set of words”.
In one of my previous write-up, I defined “Brand” as “giving a name and respect to its character”. Words/choice of words are the place where character/belief come out most. Therefore, copy writing is of key essence to “grow Brand”. (It includes attitude of not “talking”.)
“Translator between Creative and Client. ‘In this useless and wonderful world.’”
As Copy Writer is primarily deals with words, compared to those Creative people speak visuals and sounds, s/he could be the closest friend among Creative people for left-brain-heavy client people.
Why the submitted idea conveys strategy best, and how? What is “interesting” about it? Where is key point or source of inspiration for Creative? It is in fact quite difficult for client people.
So, if Copy Writer put them in simple structure using words I can understand, it is always very helpful.
Or, easier example is that scripted style of storyboard is very often much simpler to understand than usual storyboard with pictures.
I need 100 years to understand and appreciate why the campaign of “Alien Jones’s Diary – Living in Japan” can sell canned coffee, if I just got storyboards.
I believe Creative people already have complete picture of advertising when it is presented first. But, when it is not produced yet, it is hell of a work for client to understand it and feel it. Copy Writer can bridge the gap.
On the other hand, in the mind of client people, there are clear vision/results of achieving the objective and strategy. However, they are usually data or numbers that most Creative people cannot feel how good they are. Copy Writer can bridge the gap, too. (One could argue it is a job of Planners, though.)
“Giving it a Name. ‘Impossible is Nothing.’”
This role might be bigger than other two, at least to me.
Copy Writer can give a name to something that is too conceptual or that you need to “explain”. Once it has a name, it stands on its own. It is no longer abstract concept, it now has a life, and has nuance of thoughts and belief.
It is not “Nothing is Impossible”, nor “Anything is Possible”. It is “Impossible if Nothing”.
Some of these go out as “Copy”, and others may stay internally. Establishing Team’s slogan/manifesto is a copy writing of goal of the project, vision, or attitude. Or, like TSUBAKI, name of project can be “copy writing” to start with.
Well, maybe I am trying too hard to “categorize” its role into 3, and telling you the same thing three times.
Excuse me that this may have been half cooked.
Net, I wanted to say Copy Writer has 3 roles: Storyteller for Brand to Consumer. Storyteller for Creative and Client. Storyteller for Conceptual to Tangible.
Even worse?
Sorry. This topic is way too big for me.
“O.”
