Advertising copywriter
Advertising copywriters generally work alongside an art director within the creative department of an advertising, media or full-service agency. They work with client briefs to conceive, develop and produce effective advertising campaigns.
The art director deals mainly with the visual images of the advertising campaign while the copywriter provides the verbal or written ‘copy’. This may include creating slogans, catchphrases, messages and straplines for printed adverts and leaflets. They are also involved in writing text for web advertising, as well as scripts for radio jingles and TV commercials.
Copywriters also work with media planners/buyers and the production department to fully develop the advertising campaign.
Advertising copywriters often handle several client accounts at the same time, making the job varied and interesting. Typical work activities may include:
This area of work is open to all graduates/diplomates, although a degree/HND is not essential for a career as an advertising copywriter. Creativity and the ability to write well are key requirements for a copywriter, and so a qualification in the following subjects may increase your chances:
The advertising industry is becoming increasingly competitive with very few creative advertising graduates/diplomates getting a job straight after graduating. Occasionally, students from relevant courses are offered a work placement after exhibiting their work at their university or college end-of-year degree show.
The most common entry route into advertising copywriting is by compiling a good ‘book’ (portfolio) and geting it critiqued by advertising agencies. This can often entail cold-calling, emailing and physically taking your book to the agencies. In the early stages, it is better to get it reviewed by junior creative teams rather than the creative director. Be prepared to have your ideas criticised, which can be disheartening but is part of the learning process. Try to get the same body of work viewed by different teams to obtain varied points of view. If an agency likes your book they may offer you a placement.
Your book needs to be of a high quality and well presented, as some potential employers often view this as being more important than qualifications. Agencies look for fresh ideas, so make sure your examples are innovative.
Candidates also need to show evidence of the following:
Entry-level jobs are seldom advertised and there are very few formal graduate training schemes. When such schemes do run, they are likely to have a closing date in the autumn before graduation. Some employers may contact selected universities directly or attend certain graduate shows. They may also seek out talent at showcases, such as the Design & Art Direction (D&AD) New Blood Exhibition, and through other competitions.
Other routes into copywriting are possible via recruitment and business-to-business (B2B) advertising. Some copywriters move from the account-handling side of the industry. They can also come from art direction posts or merge the two job functions as an art director/copywriter. This can be more common in smaller or regional agencies where some degree of multi-tasking may be required.
Creatives are often recruited and hired in pairs (a creative partnership of a copywriter and art director), although many agencies are prepared to consider lone copywriters. Creative partnerships are often formed on advertising/design courses but there are several organisations that offer help in finding a creative partner.
For more information, see work experience and internships and search courses and research.
Training for copywriters varies depending on the agency but, generally, the majority of the training is on the job. Formal training may, however, be offered by larger advertising agencies.
Many agencies encourage junior copywriters to undertake external training. This may include the Institute of Practitioners in Advertising (IPA) Foundation Certificate. This is an online course for junior advertising professionals and covers the entire brand communications process. Communication Advertising and Marketing (CAM) Education Foundation runs the Diploma in Marketing Communications, which includes an advertising module that can be studied part time, intensive or via distance learning.
The IPA also offers a range of short courses and seminars for experienced staff. Design & Art Direction (D&AD) runs continuing professional development (CPD) programmes, which include practical workshops in areas such as survival skills, craft skills and inspirational sessions.
Advertising is a dynamic area and it is vital to keep up to date with industry news and trends. Reputation and recognition are vitally important for career progression. Recognition within the industry comes from making a mark with original work and is often acknowledged in the trade press (e.g. Campaign ) and through prizes and award ceremonies.
Entry into the profession is as a junior copywriter. With experience, employees may progress to become senior copywriters. Copywriters that are more interested in management would look to move into a creative director role. This is usually attainable with at least five to ten years of experience working on high-profile campaigns and winning some industry awards.
Depending on the size of the agency, juniors can usually work up to senior copywriting roles in the same agency, but to progress further will normally involve a move.
Many successful copywriters go freelance or set up their own agency, often in partnership with colleagues from the same original agency. This is not viewed as disloyal, but rather as a natural career progression. There may also be some opportunities to work internationally, especially for copywriters skilled in writing for specific industry sectors.
Career development will very much depend on the success of your campaigns. For example, working on an award-winning campaign will give you a higher profile and industry recognition and will make you very much in demand.
Copywriters mainly work for advertising or full-service marketing agencies. Full-service agencies offer a multidisciplinary service to clients, such as marketing and PR in addition to advertising, as many clients look for a full 'communications' package. Some larger agencies offer graduate recruitment schemes, for which early applications are advisable.
It may also be possible to work for the client directly or for digital and new media companies specialising in writing copy for websites. Web-based copywriting is a growth area.
Newspapers often employ copywriters to write advertisements, as do radio stations to write jingles. Medical copywriting for pharmaceutical companies is also an option for those with a medical/science degree. Business communication, where copywriters are employed by large companies and their work is driven by in-house reports and commercial needs, is a further possibility.
Advertising is an increasingly competitive and specialised industry, with it being one of the most popular career choices for graduates. Most job opportunities are based in London and the other major UK cities.
Many agencies may advertise jobs on their websites. Specialist recruitment consultancies can also deal with job opportunities for creatives. However many copywriting posts are not always advertised, so speculative approaches are essential. Useful directories to help with speculative applications include:
Get tips on job hunting, CVs and covering letters and interviews.
Tweet