Advertising copywriter

Advertising copywriters write the original wording of advertisements, which need to be eye-catching and persuasive. The wording might consist of slogans, jingles, text or captions. It can be written for online, interactive, television or printed advertising, for example.

Work activities

Advertising copywriters write the original wording (called copy) of advertisements (ads). This can take the form of, for example:

Online ads, such as those on social media sites.
Direct marketing ads, such as the wording for emails and text messages.
Newspaper or magazine ads.
Catalogues or brochures.
Posters or leaflets.
Scripts for television, film, internet and radio commercials.

This wording might include slogans, jingles and captions as well as detailed text. Each campaign begins with a briefing session to provide the copywriter with information about the client, the product, service or brand, and the target group. The copywriter needs to understand the interests and motivation of the audience and, using this knowledge, develops ideas to attract their attention. As words and pictures need to complement each other, copywriters and art directors work closely together in a creative team. They discuss ideas and produce drafts. A selection of ideas is presented firstly to the creative director and then to the client who might ask for changes. Once an idea has been selected, the copywriter composes the full text, known as body copy. The finished ad is shown again to the client and, once approved, passed to the production team.

Personal qualities and skills

As an advertising copywriter, you will need to be:

Creative, original and persuasive.
Able to write in a variety of styles ranging from the punchy to the technical or the literary.
Confident and enthusiastic.
Able to understand ideas quickly and express them clearly in writing.
Interested in popular culture and trends.
Able to keep up to date with new media.
Prepared to accept criticism and the frustration of having your work changed.
Aware of the limits of the advertising code of practice.
Able to work under pressure to meet deadlines.

You should have:

Good English grammar, punctuation and spelling.
Visual understanding.
Good interpersonal skills.
Teamwork skills.
IT skills.

Pay and opportunities

The pay rates given below are approximate. Advertising copywriters earn in the range of £20,000 a year, rising to as much as £80,000 for senior professionals with management responsibilities.

Copywriters usually work a 37-39-hour week, Monday to Friday. However, long and irregular hours are often required as deadlines approach.

Employers are advertising agencies (such as full-service agencies and creative agencies) as well as direct marketing agencies. Opportunities for copywriters occur in towns and cities throughout the UK. However, most opportunities are found in London and the South East where there is a larger concentration of advertising agencies.

Experienced people could work independently as self-employed, freelance advertising copywriters. Some creative teams start their own agencies.

What’s happening in this work area?

Artificial intelligence may replace many jobs in this area over the coming years. Services such as ChatGPT are able to generate copy instantly and as technology improves, there may be less demand for human copywriters.

Where are vacancies advertised?

Vacancies are advertised in local/national newspapers, in magazines such as Campaign (available online), on job boards and employers’ websites, and on the Government’s Find a Job service. Vacancies can often be for a creative team of a copywriter and an art director.

Entry routes and training

An apprenticeship is a good route into this career path, with options including:

Junior advertising creative (level 3 / advanced)
Advertising creative (level 6 / higher)

Many copywriters enter the profession with a degree. Copywriting is offered as an option within some courses in advertising or creative advertising, and in a number of Edexcel (BTEC) HND and foundation degree courses in graphic design or creative advertising. Applicants to graphic design courses often have an Edexcel (BTEC) level 3 National qualification, and/or have completed a foundation course.

Some entrants have a degree in a subject like English, creative writing or journalism. Courses in communication studies or media might also be relevant. A range of colleges and universities offer courses in marketing and advertising, including copywriting at undergraduate and postgraduate level.

The Chartered Institute of Marketing (CIM) and The Institute of Practitioners in Advertising (IPA) offer a wide range of courses, many of which can be studied by distance learning.

Advertising copywriters and art directors can progress to senior creative team positions, handling larger and more prestigious client accounts; some creative teams start their own agencies.

Qualifications

Many copywriters have a Higher National Diploma (HND) or a degree. For entry to an Edexcel (BTEC) HND, the usual requirement is:

One to two A-levels.
GCSEs at grades 9-4 in two to three other subjects.

For entry to a degree course, the usual requirement is:

Two to three A-levels.
GCSEs at grades 9-4 in two to three other subjects.

Alternatives to A levels include:

Edexcel (BTEC) level 3 National qualifications.
International Baccalaureate (IB) diploma.

To get on to an advanced apprenticeship, you will need GCSEs in English and maths. You may be able to complete these alongside your programme if you don’t have them, but you will need to demonstrate outstanding writing potential. To do a higher apprenticeship, you’ll need two A-levels plus GCSEs in English and maths.

Adult opportunities

Age limits: It is illegal for any organisation to set age limits for entry to employment, education or training, unless they can show there is a real need to have these limits.

Some entrants have developed relevant skills by working in graphic design or in marketing. Some copywriters have a background in broadcasting or have worked as a journalist for a newspaper or magazine.

If you don’t have the qualifications needed to enter your chosen degree or HND course, a college or university Access course could be the way in. These courses are designed for people who have not followed the usual routes into higher education. No formal qualifications are usually needed, but you should check this with individual colleges. Some employers prefer applicants to have postgraduate qualifications in advertising.

Related careers

Advertising art director
Communications officer
Journalist
Scriptwriter
Technical author