People I need your help

[Canis major]

I need to explain to my organisation what is a copywriter's Key Responsibility Areas (KRA). This is for a copy writer's position so I know it doesn't involve managing a team, i.e. not a Creative Director or Associate. Forum stalwarts and copywriter and everyone else please help.

[amey katkar]

Whacked out...What are they trying to do exactly?

[Ek Kanya]

Ok, I did a Google search and found this, amongst others:

Typical work activities
Advertising copywriters often handle several client accounts at the same time, which makes the job varied and interesting. Typical work activities may include:

liaising with clients and interpreting their briefs;
developing creative ideas and concepts, often in partnership with the art director;
presenting ideas to colleagues and clients;
familiarising themselves with their clients’ products and services, the target audience and their competitors’ activities;
writing clear, persuasive, original copy;
updating digital media;
proofreading copy to check spelling and grammar;
amending, revising or redeveloping adverts or campaigns in response to feedback from the creative director, account team or clients;
overseeing campaigns through the production stage to completion;
working on several campaigns at once, sometimes under pressure and often to tight deadlines;
casting actors for TV and radio work, and listening to voice tapes;
liaising with production companies, photographers, typographers, designers and printers;
keeping up to date with popular culture and trends;
monitoring the effectiveness of advertising campaigns.

[Paramvir]

To help create iconic brands which are eventually beyond rational competition?

[shantyarow]

I think EK's list pretty much covers it all. Though, I don't really know how one can have KPIs or KRAs or whatever the hell that it for the craft of copywriting! Eventually, I guess a copywriter's real function in writing is to write persuasive copy that sells a product, nothing more, nothing less.

[Paramvir]

@Shanty : True. But I still think copywriters and art directors are NOT responsible for sales. They are only responsible for making a brand irrationally desirable.

Speaking like a purist, though.

[Canis major]

To help create iconic brands which are eventually beyond rational competition?

@Shanty : True. But I still think copywriters and art directors are NOT responsible for sales. They are only responsible for making a brand irrationally desirable.

Speaking like a purist, though.

Haha love the irrationally desirable part.

I think EK's list pretty much covers it all. Though, I don't really know how one can have KPIs or KRAs or whatever the hell that it for the craft of copywriting! Eventually, I guess a copywriter's real function in writing is to write persuasive copy that sells a product, nothing more, nothing less.

I agree Shanty. I'm losing faith in my company (working with a client), because they hired me first and now they're asking me about KRAs and KPIs. I hadn't even heard of those abbreviations before this. All i know is that I need to write copy and that's how I like it.

Thanks Kanya for the input.

[Ek Kanya]

isn't Apple the most 'Irrationally Desirable' brand today? ISnt that what every brand wants to become without having the product and the courage?

[Canis major]

isn't Apple the most 'Irrationally Desirable' brand today? ISnt that what every brand wants to become without having the product and the courage?

I disagree to a certain extent. Apple has put a lot of thought into design. I love my macbook pro, the i7 processor in 2011 was still not out when I bought the book. And after Napster started, the Ipod was a revolutionary product.

People are irrational, products aren't always. But true, products (I don't mean Apple) aren't that appealing or fulfilling as the expectations they create. And who creates these expectations Kanya?

WE DO. Are we not to be blamed.

[TruthHurts]

I agree with EK Kanya.

[auro]

I agree Shanty. I'm losing faith in my company (working with a client), because they hired me first and now they're asking me about KRAs and KPIs. I hadn't even heard of those abbreviations before this. All i know is that I need to write copy and that's how I like it.

Thanks Kanya for the input.

I was bombarded with those terms at my agency itself. Took me a while to warp my head around the concept and another while to realize that creatives don't HAVE performance indicators the way business delivery people do.

[Saumya]

Auro, when the client doesn't leave an agency, that IS, generally, an indicator that she is happy with the creatives. In some cases, they leave because of bad management too...