From EFAP to Fred & Farid: Becomin an Award-winning Copywriter

 

Designing powerful ideas for brands

In an advertising agency, the copywriter plays a central role in the creation of campaigns. Their job is to imagine the concepts that will bring brand communication to life.

At Fred & Farid, an international creative agency present in Paris, New York, Los Angeles and Shanghai, Édouard Delcour works daily with an art director to design concepts that can be adapted across multiple formats: print advertising, films, social media or even radio.

Together, they create campaigns for major brands and have already won around thirty French and international awards, highlighting the importance of creativity in this profession.

Meet Édouard Delcour, copywriter at Fred & Farid

Q: Can you tell us about your background and your role as a copywriter?

Édouard Delcour: I am a copywriter at Fred & Farid in Paris and I graduated from EFAP in 2018. Fred & Farid is originally a Paris-based agency that later expanded to New York, Shanghai and Los Angeles. It is an advertising group that works with brands such as Pathé, Prime Video, Budweiser, Orangina and many others.

The role of a "copywriter" is quite well summarized in its name: to conceive and to write. It involves finding ideas and writing all the words of a communication campaign, whether it’s a headline, a film script, a radio spot or a social media message.


Q: What are your day-to-day responsibilities?

Édouard Delcour: I work as a team with my art director, Pauline. We truly operate as a duo to come up with ideas, both for the agency’s clients and for potential new ones.

A good communication concept is strong enough to be adapted across many formats: print, film, social media… It must speak to the right audience and deliver the right message in the most impactful way possible. Fred & Farid is an agency founded by creatives. Creativity comes above everything else. We have a lot of freedom to propose bold ideas, and most importantly, we work with courageous clients who are willing to follow us.


Q: How did EFAP help you in your career?

Édouard Delcour: What I immediately liked about EFAP is how strongly connected it is to professional life. We quickly get involved in internships, competitions, workshops and projects with real clients. The battles at EFAP are particularly interesting because they place us in conditions very close to those of an agency.

Today, in my job, we often find ourselves around a table with five or six people, a client, a problem to solve and one week to find the solution. That is exactly what we already learn to do at school.


Q: What advice would you give students who want to work in advertising?

Édouard Delcour: The first piece of advice is to make sure you truly want to do this job, because it is not always easy. And the second is to quickly find someone to follow, a real mentor who can guide you.

Training for creative communication careers

Édouard Delcour’s career path perfectly illustrates EFAP’s mission: training communication professionals capable of imagining the campaigns of tomorrow. Thanks to a pedagogy based on real projects, competitions and collaborations with real companies, students develop their creativity while gaining strong professional experience.

Would you also like to create campaigns for major brands? Discover EFAP’s programs and join the communication school that trains the creative talents of tomorrow.