When an advertiser calls on an advertising agency, it generally entrusts it with a copy strategy. Like a set of specifications, the copy strategy defines the broad outlines of the advertiser’s project. It indicates to the agency all the elements of communication that it must respect.
The copy strategy includes several headings: it generally includes the promise or consumer benefit, the positioning, the targets, the proof or justification, the constraints, as well as the moods and tones to adopt. Created especially for creative people, the copy strategy is the link between the marketing strategy and the communication campaign. For the communication agency, it is therefore a real reference document.