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Copywriter
In an Advertising Company the Art Director deals mainly with the visual images and the Copywriter provides the verbal or written aspect of the advertisement.
Copywriting involves writing 'copy', i.e. coming up with original catch phrases, slogans, messages and strap lines which get the message across to the public. It also includes writing all the wording in any type of advertising, such as:
- posters;
- press;
- leaflets;
- brochures; radio or television scripts.
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;
- 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;
- liasing 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').
Useful Information
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Career Snapshot Copywriter |
In Demand
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Qualification Required |
Work Outdoors |
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Maths Required |
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Science Required |
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This is a general guide - it is important to check admission requirements with the various training institutions first because entry requirements may vary.
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