Barcelona City Council | Capital humà

Copy (marketing creative).

Copywriters are responsible for creating the texts for all sorts of advertising messages for use online, on mobile telephones or interactive television. Their role goes from the creation of the concept to be communicated to the development advertising messages and slogans, which may include banners, website content, commercial emails, digital telephone mssages and specific texts for interactive television. These texts are often accompanied by images, which the online creative is also expected to produce a rough version of.

These professionals usually report to a marketing manager, who sets their targets, and work as part of a multidisciplinary team made up of programmers, web designers and internactive relationship marketing experts.

• Create the advertising concept.
  Study the characteristics of the product or service to be publicised alongside the client-company.
  Analyse the type of public to which the message will be addressed so as to adapt it to the characteristics of consumer objectives.
• Develop the creative idea.
  Carry out a brainstorming session with members of the team.
  This method involves noting down all of the ideas that the professionals attending a meeting come up with and subsequently choosing the most suitable one.
• Define the various elements to be communicated.
• Implement each of the elements to be communicated.
• Design messages for every support chosen in the action plan: banners, website text, commercial emails, messages for digital telephones, specific texts for interactive tv, special formats, etc.
• Conduct pretests for the campaign designed for all of these formats through market research systems.
• Implement the campaign.
• Monitor the effectiveness of the message communicated.
• Throughout the campaign, creatives must maintain regular contact with the client in order to keep them posted on how the process is going.

Regulated training and graduates

• Grau: Comunicació cultural
• Grau: Audiovisual i multimèdia
• Grau: Comunicació
• Grau: Comunicació audiovisual
• Grau: Comunicació i industries culturals
• Grau: Publicitat i relacions públiques
• Grau: Publicitat, màrqueting i relacions públiques
• Grau: Comunicació i periodisme audiovisuals
• Grau: Periodisme
• Grau: Màrqueting i comunicació empresarial
• Grau: Màrqueting i comunicació digital
• Grau: Màrqueting
• Grau: Màrqueting i comunitats digitals
• Grau: Màrqueting i direcció comercial
• Grau: Màrqueting i investigació de mercats
• Grau: Negocis i màrqueting internacionals

Other specific skills

Analytical thought: Level 2

Creativity: Level 3

Initiative: Level 2

Communication: Level 3

Flexibility and change management: Level 2

Customer orientation: Level 2

Communication

Those who show a preference for the field of communication are interested in the generation and dissemination of information. This information, however, can have various purposes: provide information on events and occurrences, generate public opinion on a certain topic or promote and publicise a service or product. Carrying out these activities requires knowledge of various techniques aimed at communication, persuasion and marketing.

Humanities

The key interests of people who are interested in the field of humanities are studying the activity of human beings over time as well as their cultural and artistic expressions. Activities that represent this field are the creation of cultural products and the organisation of exhibitions and events, in addition to the promotion of actions for the preservation and dissemination of an artistic group. Significant knowledge of cultural, historical and linguistic heritage is required to carry out these activities.

Director of communication

Online advertising expert

Marketing consultant

Advertising creative

PR and communication expert

• Work hours

  Full-time. These professionals don't normally work fixed hours, since their timetable varies significantly depending on which phase of the advertising campaign is being implemented.
  Copywriters may sometimes be required to work extremely long hours if they have to deliver work within a short leadline. They may also have to make adjustments to texts at the behest of the client.

• Salary

  Junior: between 16.172 and 22.800 euros annum gross. Median: 19.201 euros annum gross.
  Senior: between 35.167 and 52.343 euros annum gross. Median: 42.905 euros annum gross.
  
  Source: Report "Observatory of Jobs and Salaries of the Labour Market. Barcelona Activa", elaborated by ICSA Grupo. April 2015.
  

• Other features

  These freelance workers often work full-time for a single company and are part of this company's staff.

• Human resources and equipment

  Since this is a largely creatively role, no specific material resources are required.

• Initial investments

  A computer with internet access if they work from home, as well as all of the computer programmes required to do their job.