Advertising Copywriter

Copywriters are responsible for generating the words, slogans and audio scripts that accompany advertising visuals, frequently working in a creative team with an art director.

Copywriters may specialise in an industry sector or in a particular medium, such as TV, radio, online, print or direct mail.

Working to a client's brief, they:

• discuss the client's core message and target audience
• generate creative ideas with the art director
• present options to clients
• modify copy until the client is satisfied
• oversee the production phase.

Most copywriters work Monday to Friday, although work can extend into evenings and weekends. Full-time, permanent contracts are hard to find, but freelance opportunities are common. Although copywriters are mainly based in an office or studio, they may travel with the art director to visit clients and film and recording studios.

Salaries may range from around £18,000 a year for junior copywriters to around £100,000 for senior creatives in leading agencies.

An advertising copywriter should:

• be highly creative and imaginative
• have good written and interpersonal skills
• work well in a team
• be able to work under pressure
• have an eye for detail
• be interested in how words can be used to convey particular messages.

The majority of advertising agencies are in London, but opportunities for copywriters exist in other major cities. Entry is highly competitive and agencies expect copywriters to present a portfolio of work that shows evidence of creativity and innovation. Some agencies offer internships and work placements, which are the most common routes into junior positions.

Many copywriters have a Higher National Diploma (HND), foundation degree or degree in advertising, design, English or related subjects. An applicant's portfolio of work may be as important as his or her qualifications.

The Diploma in creative and media may be relevant for this area of work.

Training for junior copywriters tends to be on the job. Several organisations offer programmes of further qualifications and a range of short courses.

Junior agency copywriters may progress to senior copywriter and potentially to creative director. Many successful copywriters set up as freelancers. There may be some overseas opportunities, particularly for copywriters skilled in writing for specific industry sectors.

Further details