Copywriters are responsible for generating the words, slogans and audio scripts that accompany advertising visuals. The typical creative process can involve: discussing the client's core message and target audience brainstorming visual and copy ideas with other members of the creative team writing and presenting a few options to clients modifying copy until the client is satisfied overseeing the production phase. The copywriter and art director are accountable for checking all the content being advertised is truthful and complies with codes of advertising practice