Have you heard of the perfect formula that created the Powerpuff Girls? The sugar, spice, and everything nice? Familiar, ‘di ba? Sa isang marketing agency, may ganyan din – Account Managers for managing relationships with clients, Strategists for planning pitches and campaigns, and Creatives for giving life to promo materials.
Syempre, let’s not forget the Copywriters. Isa sa common stereotype sa kanila ay ang pagiging grammar police, well, that’s partially true. Pero higit pa dun ang ginagawa nila. In fact, they’re probably behind those funny taglines sa Facebook ads kaya ka napapatigil mag-scroll at napapa-share nito. Pwedeng sila rin ang may kasalanan kung bakit ka na-LSS sa jingle ng isang lumang commercial na hanggang ngayon, kinakanta mo.
That’s because their work is to actually write content to reach a wider audience and keep them engaged with the product or service that they sell. Kaya isang search mo lang sa Google ng skincare na hinahanap mo, sooner or later, you’ll see targeted ads that recommend you the same product offered by different brands. Ganyan ka-powerful ang searches mo dahil sinisiguro ng copywriters that you remember the right keywords from their ads para kapag naghanap ka ng pagkakagastusan, directed ka sa product nila. In short, isa sila sa rason kung bakit ka nabubudol ng ads para mag-check out!
So, now, keep scrolling and get to know more about the voices of Brand Republic (BR) – the Copy Cats! 🐱
The Mother Cat
Starting with our mother cat, Ate Lax. You’ve probably seen her from our Women’s Month article last March, talking about her career experience in BR. Pero ngayon, let’s focus on her role as the Copy Supervisor.
If there’s one skill that a copywriter should have, it’s about being keen on every detail. Dapat, ma-spot mo kaagad kapag may missing letters, kulang sa punctuation, or kinapos sa thought ang isang text. At kung marami mang errors ang blurbs at pitch deck, dapat may suggestion ka rin on how to improve them – and this is what Ate Lax does best. Speaking from experience, mahaba ang pasensya niya kapag nagtuturo magsulat. Minsan, sasabayan ka pa niya sa pag-re-revise to guide you in every step of writing because this is her way to help her juniors hone their skills in this field. Kaya, there’s no need to worry kung magkakamali ka man. Gaya nga ng sinasabi niya lagi sa amin, “Nandito ka kasi magaling ka.”
The Nonchalant Cat
Next, we have Ken. Some might perceive her as a tough one, pero once you get to know her, you’ll see more of her kalog (and chaotic) side. Especially kapag nag-joke ka at benta sa kanya, nako, matagal-tagal bago siya maka-get over. Some stories even say that she’s too straightforward or ‘nonchalant’ dahil may period sa dulo ang tawa niya sa Viber chats, but that’s just the way she is and her attitude towards work. She takes her job seriously. At bilang isa sa mga high-performing members ng team, she even earned a promotion as a non-junior copywriter last month!
When asked about what her writing style is, she simply described it as ‘tamad’ but here in the office, we see it differently. Once you see her copies, it’s short and snazzy pero malaman at alam mong pinag-isipan ng mabuti. At kahit na minsan mahirap para sa kanya ibalanse ang personal preferences niya, ng client, at ng agency, she always pulls off any task with no sweat.
The Blooming Cat
Here comes the resident Bloom, Patrick or as we simply call him, Pat. Alam niyo bang kapag hindi siya nagsusulat, bigla na lang siya sasayaw Bini songs sa office? Siya talaga ang nagdala ng Salamin, Salamin virus dito. Kidding aside, despite this soft side of him (which we love, BTW), one of his strengths is writing for the general public or the masa. Looking back at his college days, he recalls newswriting as the starting point of his career. From then on, he ventured into copywriting to practice his skills, and he can now confidently say that he has improved since.
“I guess, it came from my desire to be able to communicate with the people as a journalist, na lumabas ‘yung tonality ko na ready makipag-usap sa kanila,” he says. For him, having the chance to work for various brands, which require different tonalities, gave him the chance to discover what he’s really good at.
The Jumping Cat
Jumping from one role to another, Jona found her comfort in writing. To share with you her journey here in BR, nag-apply talaga siya as HR admin. Hanggang sa nalipat sa Special Accounts Management team, then eventually landed in Copy because of her potential. As an introvert, she’s thankful for the opportunity to embody different personalities through writing. Kumbaga, pabor sa kanya dahil hindi siya required humarap sa tao on a daily basis. Yet, looking at it now, mas marami pa nga siyang nakakausap na tao dahil dito. In a way, may kausap pa rin siya pero hindi directly. Kaya okay na okay pa rin naman sa kanya.
Moreover, when you see Jona’s work, it really reflects her personality – youthful and bubbly. Lalo na for brands related to beauty and food. You’ll feel the positive energy that she radiates in the office.
The New Cat
Being a new cat on the block, I’m still in search of my own writing style. Surprisingly, at the moment, I think it’s leaning towards emotive language. It wasn’t my intention to do so, pero mukhang natural na siyang lumalabas whenever I work on some of my brands. Hopefully, I get to explore more styles as I continue this path. Since this is my first copywriting job, marami pa kong kailangan matutunan along the way. And with the help of my team, alam kong mahahanap ko rin ‘yan soon.
Do you wanna be a cat?
Anyone can write but nobody can do it as well as copywriters. They are critical in delivering what an advertisement wants to say. Their words have a different flavor compared to other writers. They find the right words to build a brand’s image – yung recognizable, madaling tandaan, at tumatatak sa utak ng sa tao. You might disagree with me but sometimes, in-art copies are the cherries on top of those pretty billboards you see on the highway. Kaya kung wala ang mga salitang akma para sa ads mo, baka wala na rin pumansin sa brand mo as a whole. Yes, it can be quite challenging, but that’s the fun of playing around with words.
So, do you wanna join our clowder? 🐾
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