When facing a new advertising campaign, the development of the concept plays a crucial role, as it holds together gives sense to all the campaign actions. María Pérez, copywriter or concept creator, tell us that the best campaigns arise from any emotion the audience feels identified with.
How is your work as a copywriter?
First of all I try to think of a concept, creative line or thread together with the art director. Then, that idea is pinpointed and turn into a message, claim, script, headline… or any text required.
What are the main trends of today’s creative writing?
There are trends that seem to be maintained over time, such as neologisms, naming for movements, variation of idioms, use of localisms or common expressions, or word play. But in the end they are just resources, and what matters is the core and what we really mean with it.
How can words help in building a brand?
Creating for each brand a language unique, a shared knowledge context.
We have to attain a communicative system that has its own tone, no matter if formal, irreverent, bold, close… but it must endure time and above all, it has to be easily identified by the audience.
A piece of copywriting cannot be the same on the TV or adapted to the outdoor advertising. How is that adaptation achieved according to the different media?
Each media has its own communication code and it is crucial to know it or even master it. But also professionals must put themselves in the shoes of the audience, to know their background, their needs, their time and how can they focus on the campaign.
In your opinion, ‘an image is worth a thousand words’, or the other way round?
A concept is worth a thousand words plus an image together. We need to find a creative line and then think of the best way of communicating it. An image can carry a lot of message by itself, in the same way a text can be deeply graphic.
For example, a copywriter could represent environmental care with the image of a first aid plaster over a polluted air. This will signify both a message and a piece of copywriting implied, regardless of the number of words used. Copywriters are not just writers, and art directors are not just designers. First of all, we are creatives, and this means we are capable of visualize words and talk with images.
What is your favorite source of inspiration?
Movies, series, lnstagram, exhibitions, books… though nothing inspires me more than people. Being aware of new interests, motivations, concerns… this is what really helps you to connect with the audience. The best campaigns share a ‘common universe’, a feeling that is familiar and identifies us all.
