Copywriting

You might be a Copywriter:

If this sounds like you:

You believe in your heart that the right words, in the right order, can lift a mood, change a mind, or change the world
You have been told you have a way with words
You perfectly articulate in one sentence what your friend has been rambling about for 30+ minutes; you often hear “That’s exactly what I was trying to say!”
You are, might be, once were, could be a comedian with your perfectly timed punchlines and knack for storytelling and observational humor

If a day in the life of a copywriter sounds fun:

Crafting words to tell stories that create ultimate impact for a brand and people
Writing headlines, taglines, scripts, and any other long- or short-form content for various mediums—TV spots and streaming ads to radio and podcast ads to website and social media content to print ads and outdoor ads, and more
Conceiving great PR ideas and stunts that win attention for brands
Mastering a brand’s voice and tone

Student work mockup for Old Bay — Miles Hanson (Copywriting, 2023) & Rose D’Amato (Art Direction, 2023)

Copywriting at the Brandcenter

Studying Copywriting at the Brandcenter prepares you to hit the ground running as a Copywriter at ad agencies, in-house creative studios for brands, content studios, or tech startups.

Curriculum

You will not only perfect your craft in Copywriting, but you will also work collaboratively with your classmates across concentrations.

Here’s what you’ll do on all-concentration team projects as a Copywriter, as well as what your teammates will do:

What each concentration does on all-concentration team projects

ART DIRECTORS + COPYWRITERS

Using business insights from creative brand managers and consumer/cultural insights from strategists, develop creative ideas to solve business challenges, engage consumers, and bring brands to life
While copywriters generally focus on writing and art directors generally focus on visual design, most AD/CW teams collaborate on all creative aspects

CREATIVE BRAND MANAGERS

Focus on a client’s business, category, and competitors
Lead internal, cross-functional teams
Ensure creative work meets business objectives; evaluate ROI when possible

EXPERIENCE DESIGNERS

Develop and design digital products and/or physical experiences where brands and people interact
Focus on the user experience for the product or experience they’re designing
Provide guidance and ideas regarding new/emerging technologies

STRATEGISTS

Focus on consumers + culture
Lead research efforts (develop a research plan, conduct field research, and analyze results)
Turn research data into insights; develop strategic direction and work with creative partners to create concepts/work inspired by strategic direction

Here’s what your sixty weeks will look like:

Semester 1 (Fall) / Weeks 1-15

The Business of Branding (All concentrations)
Creative Thinking (All concentrations)
Visual Storytelling (Art Directors + Copywriters)
Problem Solving for Copywriters

Semester 2 (Spring) / Weeks 16-30

Concept Development (Art Directors + Copywriters)
Craft for Copywriters
Brand Engagement

Summer Between Your First and Second Years / Internship

A summer internship is not required, but we’ll give you the tools to help you land a great one at agencies and companies doing some of the industry’s best work. See Placement for more about internships.

Semester 3 (Fall) / Weeks 31-45