In literal terms, a copywriter is the person responsible for writing the 'copy' (text). However, the job title does little to explain what a copywriter really does in modern advertising because their main role is an ideas generator, creating concepts for adverts and marketing strategies. Often a copywriter with be paired with an Art Director to form a 'creative team'. Sometimes an advert may contain no copy at all but the copywriter will still have played a part in developing the idea.