Produce the written words or 'copy' for advertisements. This could be anything from slogans and text for printed ads and leaflets, to radio jingles and scripts for TV commercials.
Work Environment
This occupation is typically found in the following Career Sector(s):
Videos on the Web
- Advertising Copywriter- from: Youtube Search
- Copywriter- from: icould [UK] Video
Working Life
Copywriters work in an agency's creative department, providing the words that are read or heard in advertisements. These may include slogans, jingles and sharp headlines, or perhaps more detailed text for catalogues, brochures, leaflets, trade papers and journals. Copywriters may also be involved in writing scripts for film and television advertisements. They usually work alongside Art Directors who are responsible for the visual part of the campaign. Some Copywriters specialise in a particular form of advertising.
Copywriters receive their brief from the account-handling team outlining the target group for the advertisement and what can be said about the product. What is said in an advertisement has to conform to legal regulations and the advertising code of practice.
The essential skill of the Copywriter lies in interpreting and understanding the characteristics of the product and the motivation for the audience to purchase the product. They must establish what it is that makes people want or need the goods being promoted. The Art Director and the Copywriter together then look for an idea that will catch the attention of the public and put the selling point of the product across. It does not necessarily follow that the Art Director thinks of the pictures and the Copywriter thinks of the words - the final product is very much a team effort with each having suggested alterations to the other.
The more successful ideas are then shown to the Creative Director who in turn may suggest further modifications. Neater drawings are then produced and shown to the client. Once the client accepts the concept, the layout is modified, and the body copy (smaller print containing more detailed information) is written.
After the client has approved the design and copy, the work is handed on to the production team for typesetting, photographs and drawings (in the case of printed advertisements) or filming (for television commercials).
Further Information
- Advertising Copywriter- from: N.C.S. [UK]
- Advertising copywriter- from: GradIreland
Qualities - Advertising Copywriter
You need to be creative, imaginative, original and persuasive, and capable of writing in a variety of styles ranging from the 'punchy' to the 'technical' to the 'literary'. In putting together an advertisement, you must keep within the limits of the advertising code of practice. A good standard of written English is desirable. You must be prepared to accept criticism and the frustration of having your work amended. Visual understanding is useful and some art and design graduates choose this career.
Interests - Advertising Copywriter
This occupation is typically suited for people with the following Career Interests:
Enterprising
Enterprising people like situations that involve using resources for personal or corporate economic gain. Such people may have an opportunistic frame of mind, and are drawn to commerce, trade and making deals. Some pursue sales and marketing occupations. Many will eventually end up owning their own business, or in management roles in larger organisations. They tend to be very goal-oriented and work best when focused on a target. Some have an entrepreneurial inclination.
Linguistic
The Linguistic's interests are usually focused on ideas and information exchange. They tend to like reading a lot, and enjoy discussion about what has been said. Some will want to write about their own ideas and may follow a path towards journalism, story writing or editing. Others will develop skills in other languages, perhaps finding work as a translator or interpreter. Most Linguistic types will enjoy the opportunity to teach or instruct people in a topic they are interested in.
Creative
Creative people are drawn to careers and activities that enable them to take responsibility for the design, layout or sensory impact of something (visual, auditory etc). They may be atrracted to the traditional artistic pursuits such as painting, sculpture, singing, or music. Or they may show more interest in design activities, such as architecture, animation, or craft areas, such as pottery and ceramics.
Creative people use their personal understanding of people and the world they live in to guide their work. Creative people like to work in unstructured workplaces, enjoy taking risks and prefer a minimum of routine.
Entry / Progression - Advertising Copywriter
There is much competition for jobs and most copywriters enter the profession with a degree. A qualification in media studies, marketing or English are all suitable starting points. Some institutions run courses and post-graduate course in advertising. Students should check the individual prospectuses for details and entry requirements. Building your skills and network will be key in your career development.
Sample Education and Training Pathways
A number of courses are available throughout the country that focus on learning and skills that may be useful for this career. The examples and links below may guide you in your research.
Further Education (FET)
Further Education & Training (FET) Courses are delivered by local ETBs, ranging in duration from several weeks up to 20 months. Courses are designed to meet the labour market needs and often include a large element of work experience.
Example search terms include: business, office admin, broadcasting skills, digital marketing, animation.
Search for FET Courses
PLC Courses (FET)
PLC courses are full-time courses, one or two years duration, with awards at Level 5 and 6 on the NFQ. They are offered nationally in Schools and Colleges of Further Education.
Example search terms include: media studies, marketing, art, design portfolio preparation, English, EFL, business communications, creative writing, digital media, media production, cultural studies, journalism.
Search for PLC Courses
Apprenticeships:
Apprenticeships are structured work-based training programs that combine on-the-job training with classroom instruction. They run from 2 – 4 years and are open to individuals of all ages, including school leavers, those seeking a career change, and existing employees who wish to upskill.
Examples: CGI Animation.
Search for Apprenticeships
Higher Education CAO (Undergraduate)
Higher Education courses at Levels 6 to 8 on the NFQ, delivered in Universities and Technological Universities & Institutes. Courses run from 2 – 5 years and places are allocated on a points-based system, processed by the Central Application Office.
Example search terms include: media studies, marketing, communications, English, culture, media, arts, digital, English, creative writing, film, television production, film studies, English literature, journalism.
Search for CAO Courses
Higher Education (Postgraduate)
Postgraduate courses are courses at Levels 9 and 10 on the NFQ and usually last 1 – 2 years full time, or longer if a PhD or part time. Entrants typically require an undergraduate award (Level 8).
Example search terms include: media studies, marketing, communications, film studies, English literature, journalism, creative writing, writing for stage and screen, TV, theatre.
Search for Postgraduate Courses
Professional Development
Professional development (CPD) courses are specialised training, formal education, or advanced professional learning that improves skills, professional knowledge, competency, and overall effectiveness in the professional world.
Irish Film & Television Network IFTN
Screen skills Ireland: Careers in Screen
Check the Useful Contacts tab on this page to see if there are any professional bodies listed who may provide training related to this career.
Pay & Salary - Advertising Copywriter
Salary Range (thousands per year)* €35k - €70k
Salaries vary based on employer, location, experience, duties, and role.
Data Source(s):
Payscale/ Prosperity/ Morgan McKinley/ Clark/ Osborne/ Excel
Last Updated: March, 2024
Labour Market Updates - Advertising Copywriter
Note: The following information relates to occupations that include: Marketing and sales directors; Purchasing managers and directors Advertising; public relations directors.
This information has been derived from the Solas National Skills Bulletin (2023).
Employment grew strongly for this occupation between 2021 and 2022, resulting in an above average annual growth rate for the five-year period. In the CSO Census data for 2022, marketing and sales directors accounted for 52% of employment in this occupation, purchasing managers/directors for 41%, and advertising and public relations directors for 8%.
The difficult-to-fill mentions in the Recruitment Agency Survey related to procurement managers. Employers (Skills for Growth and Spotlight on Skills) have pointed to difficulties in recruiting marketing managers, with digital marketing (including social media), communication and leadership skills in particular demand, Employment permits were primarily issued for sales/marketing directors in ICT, and procurement and supply chain managers/directors across various sectors. However, the number of advertisements in the OVATE data declined for this occupation between 2021 and 2022. Demand is likely to persist, particularly for those with digital advertising/marketing and sales skills, although the restructuring currently taking place in the broad ICT sector may dampen future growth.
Useful Contacts - Advertising Copywriter
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Institute of Advertising Practitioners in Ireland
