Advertising Copywriter
What is the work like?
Copywriters, also known in the advertising industry as 'creatives', produce the written words or ‘copy’ for advertisements. This could be anything from slogans and text for printed ads and leaflets, to radio jingles and scripts for TV commercials.
As a copywriter, you would work in a creative team with an art director, who provides the visual images to go with your words. Your job would begin when you are briefed about the client, the product, the target audience and the advertising message to be put across. Your work would then involve:
- working closely with the art director to create original ideas that fit the brief
- presenting the ideas to the agency’s creative director and account team
- helping to present ideas to the client
- making any changes that the client asks for
- writing clear and persuasive copy
- making sure that ads meet the codes of advertising practice
- proofreading copy to check spelling, grammar and facts
- casting actors for TV and radio advertisements
- liaising with photographers, designers, production companies and printers.
You would often work on several projects at once, usually under the supervision of a creative director.
What qualifications and experience will employers look for?
There are no set entry qualifications for becoming a copywriter, but advertising is a very competitive industry and most employers will expect you to be qualified to degree level or equivalent.
You may have an advantage if you take a course that includes copywriting, such as:
- a foundation degree, BTEC HND or degree in advertising
- Communication, Advertising and Marketing Education Foundation (CAM) Diploma in Marketing Communications
Other useful subjects include journalism, English, media studies and marketing. You should check entry requirements with colleges and universities.
When you are looking for jobs, you will need a portfolio of work (often known as a 'book') to show to potential employers, as you are employed on the strength of the creativity and writing ability shown in your portfolio. You will find it useful to have experience of writing in different styles.
It can be a good idea to team up with a would-be art director and work together on campaign ideas for your portfolio. D&AD runs advertising workshops to help people build a portfolio and make contacts in the advertising industry (see the D&AD website for more details).
Most people get their first job as a ‘creative’ as a result of work experience and placements in advertising agencies. Some advertising copywriters start by getting experience in direct marketing and business-to-business (B2B) marketing companies.
See the Institute of Practitioners in Advertising (IPA) website for a list of member agencies that offer work experience. IPA also runs a Graduate Recruitment Agency, and D&AD runs a Graduate Placement Scheme.
What further training and development can I do?
You would start as a junior creative in an advertising agency. Your training will be on the job, possibly through a structured graduate training scheme.
Your training may include the IPA Foundation Certificate, an online course for junior staff with at least six months’ experience in any area of advertising.
You should keep up to date with advertising industry news and developments throughout your career. D&AD offers Workout, a range of one-day courses for creatives, and the IPA runs a range of short courses and seminars for staff working in its member agencies.
Where can I go for more information?
Moor HallCookham
Maidenhead
Berkshire
SL6 9QH
Tel: 01628 427120
London
SW1X 8QS
Tel: 020 7235 7020
Vauxhall Walk
London
SE11 5EE
Tel: 020 7840 1111
London
SE1 1RQ
Helpline: 0800 093 0444
Artillery House
11-19 Artillery Row
London
SW1P 1RT
Tel: 020 7340 1100
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What salary and other benefits can I expect?
- Starting salaries are around £18,000 to £25,000 a year.
- With experience this rises to £25,000 to £50,000 a year.
- Senior creatives in leading agencies can earn up to £100,000 or more.
Figures are intended as a guideline only.
What are the hours and working conditions?
Your standard working hours would be 9am to 6pm, Monday to Friday, but you would often need to be flexible and work extra hours to meet deadlines.
You would be office-based in an advertising agency. You may also need to travel to meet clients or visit studios where radio or TV advertisements are being recorded.
What skills and knowledge will I need?
- creativity and imagination
- excellent writing skills, with the ability to express a message clearly and persuasively
- a good command of grammar, spelling and punctuation
- excellent communication and teamworking skills
- accuracy and attention to detail
- the ability to work under pressure and to strict deadlines
- resilience and the ability to cope with criticism of your work
- good business sense
- research skills, good general knowledge and awareness of popular culture.
What opportunities are there?
Advertising is a very popular career among graduates, and competition for jobs is strong. Most advertising jobs are based in London and other major cities in the UK.
Jobs are advertised in the national press, trade publications, the IPA website and specialist recruitment agencies. However, not all jobs are advertised, so you could also approach agencies directly, or find work through making contacts in the industry.
With experience, you could progress to senior copywriter and creative director. You could also choose to work freelance.
You may find the following links useful for job vacancies and further reading:
Brand Republic
Campaign
Creative Review
Design Week
The Guardian
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