statement 03

Obviously a Copywriter writes, an Art Director does art work. Two different profiles, what links them is creativity. In this digital age, there's something else important as well, something most of agencies look for. It's what was written in the post above: the ability of a candidate to change people's perception that leads to new behaviour. Because at the end of the day, brands come to see an agency for only one reason: get new consumers' behaviors.

So writing and drawing are just one minor component of a creative. The must have "skill" is the ability to make a change, to create & drive new behavior to a brand's product or service.

So it's about the people. Empathy skill is which agencies look for as well. And it's about getting actionable insights and how to take advantage of it.