Copy
In a Nutshell
Copy is the written expression used in advertising, content, campaigns, or brand communication. In theory: words. In practice: work everyone thinks is easy.
What It Really Means
Copywriting is one of the most underestimated jobs in agencies. Because everyone can write, everyone thinks they can write copy.
But advertising copy isn't just constructing proper sentences. It simultaneously carries the message, tone, rhythm, target audience, and the brand's intent.
Copy is often the last thing noticed but one of the things that most affects the work's meaning.
Bad copy weakens good design. Good copy can even pull together an average idea.