There are two major divisions of this task - copy writing and art. Employees in the copy writing department are usually at least BA graduates with a good all round education and a flair for writing. A general awareness of current affairs and social trends is necessary. Command over more than one language is an advantage. Creative talent is the main requirement of the art department.
Employees here are generally from art schools and design institutes.
Working on the basis of the client's requirements, the target audience and media channels, this department evolves a theme for the campaign and provides slogans, promotional literature and detailed text for catalogues, brochures and leaflets. It can also involve scripts for television and film commercial advertisements. This takes care of the overall 'look' of the campaign. Designs are worked out in the form of rough sketches, considering the size and type of lettering, visual to text ratio, style of graphics, photography and colours. The studio also keeps stock of the art materials purchased by the agency.