Advertising Copywriter

An advertising copywriter writes the slogans, jingles and other words (copy) for adverts which appear on radio and television, online or in posters and brochures.

The Work

As an advertising copywriter you would usually work on more than one project at a time. You could be:

• studying the product, the target group of consumers and the particular message which the account executive and the client wants


• brainstorming ideas


• thinking of a form of words which expresses the message clearly, briefly, memorably and persuasively


• working with the art director to make sure words and artwork go together to put across the overall message


• proofreading the text (the copy) carefully


• working to a strict deadline


• keeping the costs within an agreed budget


• making sure that the work keeps to the Codes of Advertising Practice


• keeping up to date with cultural trends.

Conditions

• You will work in an office of the creative department of an advertising agency.


• You will work to tight deadlines, and must be ready, whenever necessary, to work long hours, including evenings and weekends.


• You may have to visit clients at their offices, or attend photo- or filmshoots.


• Part time work is also available.

Getting In

• Creativity and the ability to write well are more important than formal qualifications.


• You need a good portfolio of work or 'book'. You must take your portfolio round different agencies.


• You may have to sit a copy test.


• There are no formal entry requirements, but most entrants have a degree (any subject).


• There are postgraduate courses in creative advertising at Edinburgh Napier University. The Higher National Certificate (HNC) and Higher National Diploma (HND) courses in advertising and public relations at various colleges in Scotland often include a module in copywriting.


• You may have to do several work experience placements without pay before getting your first job.


• Employers rarely advertise posts. The best way in is to email or write to advertising agencies on spec.

What Does It Take?

You should have:

• original ideas


• skill in writing good clear copy


• a knack for rhyme and rhythm when writing slogans or verse


• a high standard of grammar, punctuation and spelling


• good, up to date general knowledge


• communication skills


• team working skills


• the ability to work to tight deadlines.

• IT skills for research and writing copy


• resilience to cope with stress and criticism


• business awareness.

Training

• Training is mostly on the job.
• The Communication, Advertising and Marketing (CAM) Foundation offers the Diploma in Marketing Communications which includes advertising modules.


• The Institute of Practitioners in Advertising runs a Continuing Professional Development (CPD) programme for employees of IPA member agencies.


• The Publishing Training Centre has relevant distance learning courses.

Getting On

• In a big agency you can get promotion to senior copywriter or creative director.


• You could also move into freelance work. Most copywriters are self-employed.


• There are increasing opportunities in fields such as the internet, and satellite, cable or digital TV.

Pay

The figures below are only a guide. Actual salaries may vary, depending on:

• where you work


• the size of company or organisation you work for


• the demand for the job.

More Information

Addresses

The following organisation(s) may be able to provide further information.