Advertising Copywriter

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    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.

     

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