Advertising copywriters produce the written words or ‘copy’ for advertisements, such as original slogans and text for printed ads and leaflets, and scripts and jingles for TV and radio commercials. They work in a creative team with an art director, who provides the visual images to go with the words. (Copywriters and art directors are often jointly known as 'creatives').

A copywriter’s job begins when the account planner briefs the creative team about the client, the product, the target audience and the advertising message to be put across. Their work then involves:

• 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, and making any changes according to the client’s feedback
• 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.

Copywriters often work on several projects at once, usually under the supervision of a creative director.

Hours and Environment

As a copywriter your standard hours will normally be 9am to 5pm or 6pm, Monday to Friday, but you must be flexible to work extra hours in the evening and at weekend if necessary to meet deadlines.

You will usually be office-based in an advertising agency. You may sometimes need to travel to meet clients or visit radio or TV studios where advertisements are being recorded.

Skills and Interests

To be a copywriter you 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.

Entry

There are no set entry qualifications, but advertising is a very competitive industry and many people have a degree or HND.

Many universities and colleges offer foundation degrees, HNDs and degrees in advertising, which may include copywriting as part of the course. Other useful degree subjects include:

• journalism
• English
• media studies
• marketing and communications.

You should check with colleges and universities about course entry requirements.

Several universities also offer postgraduate courses in advertising and marketing subjects.

When looking for jobs, you will need a portfolio of work (often known as a 'book') to show to potential employers. You will usually be employed on the strength of the creativity and writing ability shown in your portfolio, rather than your qualifications. It is useful to have experience of writing in different styles.

It is a good idea to team up with a would-be art director and work together on campaign ideas for your portfolio. British Design and Art Direction (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 ‘creative’ job 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.

The Institute of Practitioners in Advertising (IPA) website includes a list of member agencies offering work experience, plus the IPA Graduate Recruitment Agency. D&AD also runs a Graduate Placement Scheme.

For more information on getting into advertising, see the Advertising Association and IPA websites (contact details in the Further Information section).

Training

You will usually start as a junior creative in an advertising agency. Your training will be on the job, possibly through a structured graduate training scheme.

You may also be able to work towards qualifications from the professional associations, such as:

• IPA Foundation Certificate, an online course for junior staff with at least six months’ experience in any area of advertising
• Communication Advertising and Marketing Education Foundation (CAM) Diploma in Marketing Communications – for this you will need a degree or equivalent, or at least two years’ relevant work experience.

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 offers a range of short courses and seminars to staff working in its member agencies.

Opportunities

Advertising is a very popular career among graduates, and competition for jobs is strong.

Most advertising jobs are based in London. Other major centres for advertising are Birmingham, Bristol, Edinburgh, Glasgow, Leeds and Manchester.

Jobs are advertised in the national press, trade publications such as Campaign and Creative Review, the IPA website (at IPA Jobs Online) and specialist recruitment agencies. However, not all jobs are advertised, so it is also a good idea to approach agencies directly. It can also be useful to network and make contacts within the industry.

With experience, you could work as a freelance copywriter. In large agencies, you may be able to progress to senior copywriter or creative director. It is common to move between agencies to gain promotion or work with larger accounts. Head-hunting is also common for senior jobs.

Annual Income

Figures are intended as a guideline only.

New creatives can start on £15,000 to £20,000 a year.
Experienced copywriters earn between £25,000 and £50,000 a year.
Creative directors in leading agencies can £100,000 to £250,000 a year.

Further information

7th Floor North
Artillery House
11-19 Artillery Row
London
SW1P 1RT
Tel: 020 7340 1100 9 Graphite Square
Vauxhall Walk
London
SE11 5EE
Tel: 020 7840 1111 11 Southwark Street
London
SE1 1RQ
Helpline: 0800 093 0444 Moor Hall
Cookham
Maidenhead
Berkshire
SL6 9QH
Tel: 01628 427120 44 Belgrave Square
London
SW1X 8QS
Tel: 020 7235 7020