I like doing research, not executions.

I’ve been working as a copywriter for almost a year. I enjoy diving deep into consumer behaviour, read research articles, and find insights. It is already a part of my job as a copywriter at the agency I am currently at. But I barely get the chance to do it right.

Is there a different position I should be aiming for? Or is this a phase that all the copywriters go through?

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Posting as :
works at
You are currently posting as works at

Sounds like you might be a strategist

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You’re a closet planner/strategist. Be free, my child!

Planners need great writing skills to draft good briefs and distill research.

likehelpful

The strategist has traditionally been called the Account Planner (also called Strategic Planner).

Get the book “Truth Lies and Advertising” by Jon Steel, one of the industry’s best planners.

A little on the history of account planning:
https://medium.com/@DebraWolf/a-brief-history-lesson-on-account-planning-d5d0ecf4f709

You spend a lot of time trying to get the client to buy in to your strategy. That’s 90% of your time. The other 10% is writing a creative brief. The most underrated document you can produce.

Every agency has their creative brief format. Here are some of the best ones. https://adbuzz.com/OLD/Strategy.pdf

When you hear the word “strategist” or “planner” thrown around, they almost always mean the Account Planner. But there are other planners. A Media Planner comes to mind. They specialize in strategizing where to *run* the ad, based on insights on the target. The Account Planner does the main strategy, which includes the creative strategy.

likehelpful

Planner

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