Copywriter

Copywriters are responsible for generating the words, slogans and audio scripts that accompany advertising visuals, frequently working in a creative team with an art director.

Copywriters may specialise in an industry sector or in a particular medium, such as TV, radio, online, print or direct mail

Working to a client’s brief, they:

discuss the client’s core message and target audience
generate creative ideas with the art director
present options to clients
modify copy until the client is satisfied
oversee the production phase.

Most copywriters work Monday to Friday, although work can extend into evenings and weekends. Full-time, permanent contracts are hard to find, but freelance opportunities are common. Although copywriters are mainly based in an office or studio, they may travel with the art director to visit clients and film and recording studios.

Salaries may range from around €20,000 a year for junior copywriters to around €100,000 for senior creatives in leading agencies.

An advertising copywriter should

be highly creative and imaginative
have good written and interpersonal skills
work well in a team
be able to work under pressure
have an eye for detail
be interested in how words can be used to convey particular messages.

The majority of Irish advertising agencies are in Dublin, but opportunities for copywriters also exist in other cities. Entry is highly competitive and agencies expect copywriters to present a portfolio of work that shows evidence of creativity and innovation. Some agencies offer internships and work placements, which are the most common routes into junior positions.

Many copywriters have a degree in advertising, design, English or related subjects. An applicant’s portfolio of work may be as important as his or her qualifications.

Training for junior copywriters tends to be on the job. Several organisations offer programmes of further qualifications and a range of short courses.

Junior agency copywriters may progress to senior copywriter and potentially to creative director. Many successful copywriters set up as freelancers. There may be some overseas opportunities, particularly for copywriters skilled in writing for specific industry sectors.

What is the work like?

Copywriters are responsible for generating the words, slogans and audio scripts that accompany advertising visuals, frequently working in a creative team with an art director.

Projects and clients vary widely, although some copywriters may specialise in an industry sector or in a particular medium such as TV, radio, online, print or direct mail.

The copywriter works to a client’s brief, generating original copy to attract the attention of the target audience. This can include creating straplines, slogans, body copy, jingles and scripts. Usually working on multiple projects, the typical creative process can involve:

meeting account executives to discuss the client’s requirements
familiarising themselves with the product, target audience and competitor activities in the market
working with the art director to generate creative ideas
presenting initial ideas, to be rejected or developed into workable concepts
writing copy options, which may be presented to the client as a story board (a consecutive series of frames depicting the script and drawings that may be used)
modifying copy until the client is satisfied
overseeing the production phase, liaising with designers, illustrators, printers, photographers and production companies.

Accuracy is essential. The copywriter is responsible for checking that all content is truthful and complies with codes of advertising practice, as well as checking spelling and grammar.

Many advertising agencies appoint a copywriter and art director together, as a creative team. Copywriters will usually work with or for a creative director who is likely to have overall responsibility for an advertising campaign.

Hours and environment

Most copywriters work Monday to Friday, although the creative thinking process can mean they rarely switch off completely. Work frequently extends into evenings and weekends to meet deadlines. Full-time, permanent contracts are hard to find, but freelance opportunities are common.

Copywriters are mainly office-based, but may also visit clients. Attending photo and film shoots and audio recording studios is likely with some agencies.

The creative environment is often very informal, with relaxed dress code. However, copywriting can be a stressful and demanding career with intense competition to generate original ideas.

Salary and other benefits

These figures are only a guide, as actual rates of pay may vary, depending on the employer and where people live.

Junior copywriters may earn between €18,000 and €25,000 a year.
With a few years’ experience, a copywriter may earn between €30,000 and €50,000.
Senior creatives with strategic and team responsibilities in leading agencies may earn over €100,000 a
Salaries tend to be higher in Dublin. Freelance copywriters are paid an hourly or daily rate.

Skills and personal qualities

An advertising copywriter should:

be highly creative and imaginative
be skilled in writing clear, concise copy that attracts the intended audience
understand the different language styles that appeal to target markets
have excellent interpersonal and communication skills
work well in a team and with a range of creative people
be able to work under pressure and manage workloads effectively
be highly self-motivated and well organized
be able to see other people’s points of view and accept feedback
work within strict budgets
have an eye for detail
be prepared to keep abreast of the competition and advertising trends.

Interests

It is important to be interested in:

how words can be used to convey particular messages
business and advertising

Getting in

Most of the advertising agency workforce is in Dublin, many more work on a freelance basis.Larger agencies are also in cities such as Belfast, Cork, Limerick and Galway, but there are small agencies in many towns.

Entry is highly competitive and agencies expect copywriters to present a book or portfolio of work that shows evidence of creativity and innovation. Some agencies offer internships and work placements, which are the most common routes into junior positions.

There are many websites specialising in freelance copywriting jobs.

Entry routes

There are no set entry requirements. However, many entrants have a degree in advertising or design. Other areas, such as journalism, marketing, media or English, can be equally useful.