Advertising copywriters work together with the art direction as a team in the creative department in an advertising agency. They write the words for the text or for the script in an advertisement. They must adhere to a strict code of practice that prohibits them from making wild or untrue statements about the product or service they are advertising, but this still leaves a skilful imagination plenty of room for manoeuvre. The planning of an advertising campaign will normally start with many ideas that are then whittled down to one in a process of discussion between the client, the art department and the copywriters. Work is normally conducted on more than one campaign at a time.