Senior Copywriter at Publicis Groupe

Overview

• The Senior Copywriter is a senior hands-on creative responsible for developing distinctive, effective and culturally relevant ideas and copy across the client business. 
• The role translates strategy and creative direction into compelling concepts, narratives, messaging and executions that can work across channels, platforms and experiences. 
• Working as part of an integrated creative team, the Senior Copywriter combines strong conceptual and writing craft with digital-first thinking, culture, technology and emerging AI-enabled creative methods. 
• The role is accountable for idea quality, copy craft, proactive contribution, reliable delivery and strong collaboration. 

Responsibilities

CREATIVE THINKING & COPY CRAFT 

• Develop strong, platform-neutral creative concepts in response to briefs and strategic direction. 
• Define and apply the tone of voice, messaging and narrative approach for campaigns and content. 
• Write clear, distinctive and engaging copy across multiple formats and lengths. 
• Generate ideas proactively and sell them into the creative team and, when required, clients. 
• Stay current with South African culture, language, social behaviour, media and creative trends. 

CLIENT & BUSINESS UNDERSTANDING 

• Be part of the briefing process and interrogate briefs to get the answers needed before work begins. 
• Understand the client's business requirements, brand priorities and customer context. 
• Provide clear rationale for creative choices and be prepared to present work to clients. 
• Develop ideas that solve the business problem rather than simply completing deliverables. 

INTEGRATED CREATIVE PRODUCT 

• Create across brand, retail, digital, social, content, out-of-home, activations and emerging formats. 
• Work closely with Art Directors and Designers to ensure words and visuals operate as one idea. 
• Consistently produce creative elements against agreed deliverables and deadlines. 
• Understand campaign rollout and how a central idea adapts across touchpoints. 
• Participate actively in brainstorms, pitches and proactive creative opportunities. 

INTEGRATION & COLLABORATION 

• Work with Strategy, Media, Accounts, Developers, Production and other disciplines to ensure integration and alignment with broader business objectives. 
• Be a champion for innovative media solutions and platform-relevant creativity. 
• Collaborate early rather than handing work between disciplines sequentially. 
• Be a team player who can also take ownership and manage the creative process on assigned projects. 

AI, TECHNOLOGY & FUTURE-FIT CREATIVITY 

• Use relevant AI tools responsibly to support ideation, research, writing exploration, content variation and prototyping. 
• Maintain practical prompting skills and understand where human judgement, originality and brand voice must lead. 
• Stay current with digital platforms and emerging content behaviours. 
• Use technology to expand creative possibility rather than simply automate output. 

PRODUCTION & EXECUTIONAL EXCELLENCE 

• Compile strong creative presentations and continue developing client presentation skills. 
• Attend client briefings, recordings and shoots where required. 
• Protect copy quality, tone and idea integrity through production, adaptation and rollout. 
• Manage multiple projects while maintaining quality and attention to detail. 

PERSONAL LEADERSHIP & DEVELOPMENT 

• Be extremely driven, proactive and committed to continuous growth in your craft. 
• Manage your own creative process and deadlines without needing to be chased. 
• Volunteer for brainstorms and share references and inspiration that raise the standard of the studio. 
• Support and guide more junior creative talent where appropriate. 

Qualifications

OPERATIONAL KPI’S 

• Must have a minimum of 5-6 years’ experience 
• Good understanding of the latest digital platforms, use of Mobile, out-of-home, guerrilla, activations etc. 
• Present at least 2 unexpected ideas to your Creative Director monthly 
• Be comfortable with AI being a part of the everyday activities of the role. 

BUSINESS KPI’S 

• Must be able to work on one sizable and two small size projects at any one time with oversight 
• Have the ability to attend every review on a project with 3 new ideas 

THE PERSON 

• Must demonstrate strong conceptual ability (show at least 2 projects) 
• Provide proof of digital thinking (show at least 1 project) 
• Be agile 
• Great time management 
• Ability to work under pressure & meet tight deadlines 
• Adept problem-solving skills 
• Strong communication skills and clear articulation of ideas 
• Proactive, curious and willing to learn 
• Strong collaborator and team player 

WORKING KNOWLEDGE OF THESE TOOLS 

• Microsoft Word 
• Keynote / PowerPoint 
• ChatGPT, Claude AI and similar generative AI tools 
• Working knowledge of AI prompting for ideation, copy exploration and content development