Creativity is a cliche. A brief about copywriting & creativity in Egypt Career Summit by Founder of The Copywriter Randa Moataz

1. Copywriting
& Creativity

2. RANDA MOATAZ

3. What is
creativity?
Creatives
fliptheir
head.
Congratsyou

4. Creativity is the
ability to blend
two concepts
together in a new
form, in order to
solve a specific
problem.
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5. Creativityhastools
Artist
creates a painting
Using
paint colors &
drawing materials
To bring a pleasure by
Adding new value

6. Creativityhastools
Copywriter
creates a concept
Using
research, vision,
brief & language
To Sell or Persuade
Through crafted copies

7. Creativityhastools
Content Writer
creates content
Using
research, vision,
brief & language
To Engage
with the customers

8. Thebriefasa
communicationtool.
What is a
Creative Brief?
Source: basic advertising: copywriting

9. Thewhybehindthecreative
Creative Brief
Elements
• History of the brand
• The Communication
Messages (Rational or
Emotional)
• Target Audience
• The service/ product/ idea
• The competitors
• Tone of voice
• Resources
(Production/Designs/
Budget allocated)
• Timeframe (Month?
Quarter/ Annual plan)

10. Tamingthecreativebeasts
Agency Workflow
Creative
Department
Brainstorming Client Pitching
Creative
Directors/ Art
Directors
Copywriters/
Designers
Production
House
Photographers/
Video Editors/
Filmmakers
Account
Executives
Media Planners
Moderators
CEO - Account
Managers
Approval/Rejection

11. Nowyourturn

12. Creativity is a Cliché
Just be yourself.