“As a copywriter, I don’t really like to write copy. I enjoy ideating more.”
In the latest episode of The NexGen Show, a weekly podcast series presented by MARKETING Magazine, Benjamin Chua shares a candid take on his creative journey, what he loves (and loathes) about the job, and why the true role of a copywriter goes far beyond the keyboard.
“Now with ChatGPT, I feel like our roles as creatives tends to lean back into traditional advertising,” he shares. “Especially these days when we only have one to two seconds to catch our audience’s attention before it disappears.”
The young copywriter reflects on the realities of agency life, from the back-to-back meetings to the late-night writing sessions. Despite it all, his love for the creative process shines through.
“In advertising, you never stop working,” he muses. “Even when I’m out on the street, I’m observing people. When I see an ad that I’m interested in, I’ll just stand there and watch it.”
Listen to his story on Spotify, Apple Podcasts, and YouTube. New episodes every Sunday, 7PM.
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