The Work

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

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.

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.   

Training & Development Pathways

FET Centre Traineeship: Business & office admin, Broadcasting skills, digital marketing, Animation in centres around Ireland NFQ Level 5 Search FET Courses

FET PLC Courses: Media studies, Marketing, Art & Design Portfolio Preparation, English - EFL- & Business Communications, Creative Writing, Creative Writing for Digital Media, Creative Writing & Media Production, Creative Writing & Cultural Studies, Journalism at NFQ Levels 5-6 Search FET PLC Courses

Apprenticeship: CGI Animation Apprenticeships NFQ level 6-8 Search Apprenticeships

Higher Education CAO Entry: Media studies, Marketing, Communications, English and Culture, Media & Communication Studies - Arts, Digital Marketing, Arts (English and Creative Writing), Film and Television Production, Film Studies/English Literature, Journalism NFQ Levels 7-8 Search CAO courses

Professional Development

Postgraduate Study Options Media studies, Marketing, Communications, Film Studies/English Literature, Journalism, Creative Writing, Writing for Stage & Screen/ TV & Theatre NFQ level 9

Irish Film & Television Network IFTN 

Screen skills Ireland: Careers in Screen

Last Updated: April, 2023

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

* The lower figures typically reflect starting salaries. Higher salaries are awarded to those with greater experience and responsibility. Positions in Dublin sometimes command higher salaries.

View Salary information from Indeed.ie
Note: data not aways available

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.

• Institute of Advertising Practitioners in Ireland

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