Professionals in TPC > > Martyna Kot - Profile of Casey Yang
Profile of Casey Yang - Copywriter and Analyst at Catapult, Boston Based on a conversation with Yang, as well as his and Catapult's LinkedIn
Yang is involved with (mainly entertainment) brand copywriting and analysis of qualitative information for brand products
Explicit Boundaries:
- Exceptional writer with the ability to write multiple ads a day for different companies
- Ability to quickly determine each brand's voice, and be able to switch smoothly between them every day
Implicit Boundaries:
- Ability to create an interest for various brands that you may have had no interest in before in order to be able to embody and understand the writing that their audience is looking for
- Open to extensive research of clients and their competitors to determine the "leg-up" in writing for the product
Artifacts:
- The artifacts that Yang described for this profession are press releases, emails, and many other forms of communication that help track the progress of writing and design for any given product. Further, powerpoints allow for easy navigation of audience personas, brand voice, breakdowns of competitors, and outlining a plan. In-person meetings with a company's c-suite, and virtual interviews of potential and current consumers of a product. Visual aids (literally just a LOT of paper and sticky notes) to see every draft of copy throughout the process for each product.
Identities:
- Interviewer
- Writer
- Creative