Creative Department Indian Institute of Mass Communication

This department executes the advertising plan proposed by Client Servicing. It writes, directs and illustrates advertising, cording w3ith the other departments of the agency
It aims towards attracting attention of the consumer (e.g. A stone smashing a TV.Screen: ONIDA T.V.) holding his interest (the tension before the green devil appears) arousing his desire for the product (neighbor’s envy…etc) impressing the brand mane on his mind and finally influencing him into buying the product.
The wheels of the Creative Department revolve under the leadership of Creative Director who looks after copy, art and finally production work while the responsibility of writing the core ideas regarding an advertisement lies with the Copy Chief. The Copywriter’s job basically involves writing the press scripts for broadcasting. Copywriters compose written material to advertise products or services by interpreting how their potential targets audience would react to an advertising proposal. They assist with ideas and write copy for advertising, often thinking up names for products and writing slogans that appear on packaging and other promotional material.
Personal requirements for the job of a Copy writer include insights into human behavior , motivational needs ad originality with a touch of creativity.They must be able to select relevant facts and dramatise them, write clearly, be able to analyse a situation quickly and possess excellent concentration.In addition , extensive experience, reading, technical ability when writing for film and television , are also helpful.
In general , a Copywriter performs the following tasks:
study products or services to decide the main selling features;
create ideas for advertising and promotion together with art directors;
plan and write headlines and text in such a way as to appeal to the people most likely to buy the product, and submit copy for approval;
Write advertisements for newspapers, television, radio, cinema screens, billboards, catalogues and displays in shops
Write brochures, annual reports, documents, speeches and other sales and promotional material ; and
discuss theme, style and length of copy with advertisers or management to determine the most suitable approach
The copy writer creates ideas and writes words that should sell. In the probationary positions, they are known as Junior Copywriters and their basic tasks include proof reading and writing for team projects etc.
Moreover, another important position in the Creative Department is that of an Art Director. The Art Director (Senior Visualizer) is responsible for the visual appearance of whatever is produced. It is he who creates the concept of thick paint trickling down the Asian Paints double page. With a visual impact like that, who needs words? Copywriter’s task is incomplete without the touch of Art Director. A close co-ordination between the two is a must to ensure the creation of best ads. However, there are also Commercial Artist and Finishing Artist to assist the whole team.