Creative – Copywriter

Advertising copywriters usually work in a creative partnership with an art director to conceive, develop and produce effective advertisements. The art director deals mainly with the visual images; the copywriter provides the verbal or written aspect.

This involves writing 'copy', i.e. coming up with original catchphrases, slogans, messages and straplines. It also includes writing all the wording in any type of advertising, such as: posters; press; leaflets; brochures; radio or television scripts; web/digital.

Copywriters are often involved in the production process, which can include casting actors and dealing with production companies and directors. They also work with typographers, designers and printers.

The nature of the work will vary according to the type of agency, but typical work activities in a traditional advertising agency include: meeting the account management team to discuss client requirements and product background; brainstorming ideas and concepts; working in a close-knit creative partnership with the art director to generate workable concepts and ideas; writing clear, persuasive, original copy; submitting ideas and discussing progress with the creative director before making presentations to clients; amending, revising or redeveloping campaigns in response to feedback from the creative director or clients; working on several campaigns at once, under pressure and to tight deadlines.

They are also involved in: proofreading copy to check spelling and grammar; overseeing campaigns through the production stage to completion; casting actors for TV and radio work, listening to voice tapes; liaising with production companies, photographers, typographers, designers and printers; keeping up to date with popular culture and trends; advising intending creatives and reviewing their portfolios ('books').

Starting salaries range from £9,000 - £16,000 in the regions, to £12,000 - £20,000 in London. This might rise to £30,000 - 35,000 within three to five years in the regions, and up to £40,000 or more in London.

The range of typical salaries at senior level/as a creative director could be anything from £45,000 to £250,000, or more in the top London agencies. Salaries vary greatly, depending on the size of the agency and geographical location.

This area of work is open to all graduates and Diplomates, although a degree/HND/foundation degree in advertising or design may increase your chances. Other disciplines, such as English, journalism, media or communications, are also useful.

Qualifications are less important than the ability to write well, creativity and evidence of a good 'book' (portfolio). A pre-entry postgraduate degree may be useful for candidates without a relevant background.

Getting your first step on the ladder is difficult and can be a long process. Occasionally, students from relevant courses are offered a work placement after exhibiting their work at their university/college end-of-year degree show. However, the most common entry route into advertising copywriting is by compiling a good ‘book’, taking it to agencies and undertaking unpaid placements, often on a multiple basis. Be prepared to do several placements with different agencies and expect long hours. 

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 and/or regional agencies where some degree of multitasking may be required.

CVs are not always used (when they are, they should be professional and show evidence of visual or verbal creativity). Contact agencies by telephone or in person to arrange a viewing of your 'book'. Agencies look for fresh ideas, so make sure your examples are innovative, even outrageous, although ideas that are offensive may not be viewed positively.

New copywriters must have their work critiqued. This service is offered by D&AD and similar bodies, and can also be done by contacting agencies and asking for a 'book crit'. Try to get the same body of work viewed by different teams to get different perspectives.