Advertising copywriters work closely with other creative (visual) agency staff in the conception and production of the verbal and messaging elements of advertising campaigns. You’ll need imagination, a passion for writing and a determination to succeed to make it as an advertising copywriter. Copywriters are responsible for the linguistic content of adverts.
Duties
As an advertising copywriter, you’ll need to:
- familiarize yourself with your clients’ products and services, the target audience and their competitors’ activities
- interpreting account briefs
- researching clients, their competitors and the target audience
- develop creative ideas and concepts, often in partnership with the art director
- present ideas to the creative director for approval and development and then to your clients
- write clear, persuasive, original copy through the various iterations of the project
- proofread copy to check spelling and grammar
- producing original, clear and credible ideas/messages/scripts, and presenting these to clients and colleagues
- amend, revise or redevelop adverts or campaigns in response to feedback from the creative director, account team or clients
- oversee campaigns through the production stage to completion
- work on several campaigns at once, sometimes under pressure and often to tight deadlines
- cast actors for TV and radio work and listen to voice tapes
- liaise with production companies, photographers, typographers, designers and printers
- keep up to date with popular culture and trends
- monitor the effectiveness of advertising campaigns.
Employers of Advertising Copywriters
- Advertising agencies
- Media agencies
- Full service agencies
Qualifications
Any degree is acceptable for entry into the profession although the following may be particularly helpful:
- creative advertising
- English
- communication or media studies
- journalism
- public relations
- copywriting
Skills
- the ability to write good, clear copy in a variety of styles with accurate spelling and grammar
- strong analytical skills
- excellent teamwork, communication and interpersonal skills
- the ability to form strong working relationships quickly
- logic, creativity and imagination
- the ability to work under pressure and meet tight deadlines
- strong organizational skills
- self-motivation, flexibility, stamina and the ability to adapt
- confidence, enthusiasm and determination
- accuracy and attention to detail
- the resilience to accept criticism of your work
- commercial awareness with the ability to understand the target audience
- an interest in popular culture, new trends and styles
- good research skills
- administrative, IT and proofreading skills.
