Expert: manasi agarwal - 1/28/2004

Question
hi manasi,

since ur a copywriter, i hope u can help me out here. im still in college and ive just got a summer job at JWT which'll start mid-march...ive got the copywriting dept. but to be honest, im not too sure what its all about. i know im not an 'art' person, but what exactly is 'copywriting'? how far is it possible to go if i take it up? what about client servicing? is there a big difference in salary, and there again, what scope is there say 10 years down the line? is it as interesting as the creative side? also, what do the design & illustration depts. do exactly? my knowledge on all this is very vague. please help me out ASAP coz' i have to meet the creative director in two days for an interview of sorts, and i gotta know exactly what i want in this industry!

eagerly awaiting a reply,
rohit

Answer
Hi rohit,
First of all a heartiest congratulations for getting an opportunity with JWT for training urself. Im sure you'll learn alot.

Advertising is all about helping sales improve.It has a close and inseparable connection with marketing.

Ill first tell you what Client servicing is all about. A client servicing person is essentially a communication channel between the agency and the client.A deep understanding of the market scenario especially on the concerned brand and its competitors are an essential knowledge for this person.Also it is the client servicing person who understand's the needs of the client and accordingly prepares a CREATIVE BRIEF which is a detailed document( includes: USP, target audience, message to be conveyed etc) of what is required from the creative department.
Now comes the role of the creative people. These include copywriter and art directors. A copywriter is supposed to strategise the lines or create the advertisement or crack the idea for the advertisement on the basis of the creative brief.He/ she works in partnership with the art person who will give a design and attractiveness to the ad. An art person makes the copywriter's work come alive.
After this has been done, the clinet servicing person takes this ad and goes to the client explaining the agency's perspective and understanding and thereby the resultant advertisement.
The client servicing person also prepares a MEDIA BRIEF to be given to the media department on thbasis of the budget decided by the client.
Coming to the second part of the question pertaining to scope:
Both the areas have helluva scope but it all depends upon ur calibre and eagerness to learn. Copywriters are one of the highest paid people in this industry. A client servicing person is paid very well too but his/her job can be quite tedious as well as ungrateful.He/she has to bear the brunt from both sides- client as well as the agency. But these people leave a very impactful mark on the agency and they make /create the agency to quite an extent. The creative too is immensely repsonsible as it is their ad that has to be well perceived by the audience to be able to increase sales.

I hope this information is of use to you and i sincerely apologise incase i havent been able to live upto your expectations.
Wish you all the very best for your career ahead!