MSL is a global public relations and integrated communications partner that provides strategic counsel and creative thinking. We champion our clients’ interests through fearless and insightful campaigns that engage multiple perspectives and holistic thinking to build influence and deliver impact.

MSL is one network with many parts. We come together as a force of mighty power in our industry, for our clients and in our contributions to the world. 

We are an agency built through combination and acquisition; our business is dynamic but always linked. We are fearless, insightful, passionate, creative, dynamic and accountable. 

It’s our ability to build influence and deliver impact that separates us from the crowd — it’s how we deliver the results our clients’ desire.

Our holistic approach brings to life the collaborative ‘Power of One’ principle we apply within and outside of the Publicis Groupe.

ROLE SUMMARY: 

The Senior Copywriter develops creative ideas and concepts, often in partnership with the Creative Group Head. You take ownership of copy briefs and answer them to the highest standard. 

In addition, you are the backbone of MSL’s content capability: you will steer content specialists in the Digital & Social/PR teams to plan, structure, and produce content for various media platforms. You develop content strategies and ideas that drive the development of compelling content across channels. You ensure the creation of the right content at the right time to capture the right audience and express the brand voice. 

You are expected to act as an innovator that consistently comes up with new creative ideas to deliver MSL’s promise to clients of Influence & Impact. 

RESPONSIBILITIES: 

CREATIVE STRATEGY: 

• Develop creative idea or concept for campaigns for a multi-channel environment, in partnership with the Creative Group Head. 

• Provide content direction to content specialists within the Digital & Social/PR teams & oversee content master plans that encompass all channels. 

• Steer, prepare & lead joint brainstorms for new content ideas that work across channels. 

• Research target audiences, best practices, client materials & perform content audits to identify & craft the right content tone. 

• Participate in client meetings to present creative ideas, plans, amendments & report progress; prepare presentation materials. 

• Update the creative team about social, cultural & industry trends that are relevant to creative & content development. 

COPY & CONTENT DEVELOPMENT: 

• Write clear, persuasive, original copy. 

• Oversee content production & designer work to make sure it is aligned with the strategic & creative direction. 

• Edit & proof content in both Vietnamese & English, ensuring content quality & consistency across channels. 

• Ensure all content is delivered on time & to budget. 

PEOPLE: 

• Contribute to identification, recruitment & retention of top talent (copy & content) by ensuring that juniors are given your respect are listened to & are recognized for their work. 

• Coach & develop team members. 

• Audit team allocation & correct as necessary. 

• Maintain overview of copy & content work by subordinates; ensure that all projects carried out & deliverables submitted to clients are of the highest quality. 

• Ensure that relationships in the creative team work effectively, and be responsible for solving inter-team issues for designated creative & content projects. 

• Champion our MSL culture of integration & collaboration across disciplines & teams. 

CONSULTING: 

• Build, maintain & develop trust with clients as a creative advisor – actively participate in client meetings to provide creative & content views. 

• Ensure you acquire a clear understanding of client business, budgetary constraints & use this knowledge to provide relevant creative solutions. 

• Use questioning & listening skills to deepen your understanding of client issues & briefs. 

• Be critical in your thinking & constructive in your feedback. 

Reports to: Creative Group Head 

• An interest in capturing and telling exceptional stories of people. 

• A personal purpose of making human centered work. 

• Highly creative and imaginative. 

• Has a good written and interpersonal skills. 

• An eye for detail. 

• Have an interest in commerce, popular culture, and new advertising trends and techniques.