Creative Copywriter

Job Description
The
Creative Copywriter
is responsible for concepting, writing and adapting clear, compelling copy across a large, multi-market healthcare portfolio for a global pharma client. Partnering closely with the Art Director, Design Director, AI-First and the wider Craft team, this role ensures that every line of copy from a headline or social post to a VO script or brochure, is on brand, accurate and consistent across markets and channels.

While this is a truly cross-channel role, you bring a strong social mindset: you understand how people consume content on platforms, you know what makes a post thumb-stopping, and you keep an eye on cultural and platform trends to inform hooks, formats and ways in.

This is an AI-first role: you will be expected to use AI tools as a natural extension of your writing craft, from idea exploration and first drafts to variations, optimisation and localisation support. You'll combine strong conceptual thinking, excellent English writing and attention to detail with an efficient, system-minded way of working.

You will collaborate daily with creative, design, digital, production, medical, legal and compliance stakeholders, in a regulated healthcare environment.

Key Responsibilities
Concept & Storytelling

• Translate briefs and global platforms into strong creative ideas, messaging territories and copy routes for a broad ecosystem of assets.
• Develop clear storylines and messaging frameworks that can flex across digital, social, OOH, print, shopper, e-commerce and TV adaptations.
• Bring a social-first lens to ideas when relevant: hooks, formats, content series and narrative structures that work natively on platforms.
• Work hand-in-hand with art directors and designers so that words and visuals land together coherently (storyboards, supers, end frames, product videos, KVs, etc.).

Cross-Channel Writing & Adaptation

• Write precise, on-brief copy for digital and social (banners, social posts, OLV and product video scripts), as well as OOH, print, shopper, e-commerce and TV re-applications.
• Inject platform awareness and trend sensitivity into social copy, while keeping everything aligned with brand and regulatory constraints.
• Adapt global toolkits and master copy into channel-specific executions, keeping voice, tone and terminology consistent while optimising for each format and context.
• Support multi-market work by providing clear English master copy that can be easily localised and by reviewing/aligning local versions when required.

AI-First Writing & Workflows

• Use AI writing tools daily (ideation, first drafts, versioning, tone/length adjustments, QA checks) under your own editorial and creative criteria.
• Help build and maintain prompt libraries, messaging templates and AI-assisted workflows that improve speed and consistency without compromising craft or compliance.
• Carefully edit and refine AI outputs to ensure they meet brand, medical/legal and quality standards at all times.

Healthcare/Pharma Compliance

• Collaborate closely with medical, legal and regulatory teams, respecting approved claims, references and mandatory language.
• Turn complex medical and scientific information into clear, accurate and audience-appropriate copy for patients, caregivers and/or HCPs.
• Ensure all copy is compliant, up to date and easy to approve within a regulated review process.

Collaboration, Quality & Governance

• Work with project managers, producers and post-production to deliver on time, on scope and on brand.
• Apply and help refine messaging systems and copy guidelines defined for the account: tone of voice, terminology, formatting, claims logic and modular messaging.
• Participate in reviews and QA, giving and receiving clear, constructive feedback, and iterating efficiently while protecting the core idea and voice.

Requirements & Experience

• Approximately 4+ years' experience as a copywriter or creative in an agency, in-house or similar environment; healthcare/pharma or other regulated categories is a strong plus.
• Fluent, high-level English (near-native written and spoken) with proven craft in headlines, short- and mid-form copy and script writing; additional languages are a plus.
• Strong conceptual abilities: you can develop ideas, territories, messaging frameworks and decks, not only isolated lines.
• Proven experience writing across formats, including digital, social, OOH/print, shopper/e-commerce and/or AV/TV adaptations.
• A strong social sensibility: you understand platform logics (Instagram, TikTok, YouTube, etc.), know how to build hooks and CTAs that feel native, and stay aware of content and cultural trends to inspire angles and executions (within healthcare constraints).
• Comfortable working from global platforms and toolkits, translating them into clear, modular messaging that can scale across markets and channels.
• Hands-on experience with AI-assisted writing tools and a positive, pragmatic attitude towards integrating AI into your daily workflow.
• Used to collaborating with multi-disciplinary teams (design, motion, production, medical/legal, account) and managing multiple briefs at the same time.
• Highly organised, detail-oriented and proactive, with a strong sense of responsibility for both creative quality and compliance.

About Craft
To achieve success in the world of global adaptation and production, you need more than just clear processes and smart technology — you need true craftsmen and women: people who care deeply about their clients' brands and who work tirelessly to drive maximum cost savings while ensuring each brand's story remains impactful as it travels around the world.

Craft currently employs over 1000 full-time employees, operating in 120 countries with hubs in 17 strategic locations specializing in broadcast/video production, print production, digital production and global translation.

While wholly owned by McCann Worldgroup, Craft has been purposely established as an independent company within the Interpublic Group of Companies.

• McCann Worldgroup is an Equal Employment Opportunity (EEO) employer. We embrace diversity in all its forms. We provide equal employment opportunities to all qualified applicants without regard to race, colour, religion, sex, sexual orientation, gender identity, national origin, age, protected veteran or disabled status, or genetic information.

If you have a disability, please let us know what adjustments you may need during the recruitment process to perform your best.