Copywriters work with other creatives to create and implement unique advertising campaigns for their clients.
As an apprentice copywriter, you’ll collaborate with an art director in the creative department of an advertising, media, or full-service agency. You will plan, develop, and execute effective advertising campaigns based on customer needs.
You will be responsible for supplying written words (text) for an advertising campaign, while the art director will be in charge of visual images.
Responsibilities
Throughout your apprenticeship, you may help:
- write clear and persuasive words
- present your ideas to the agency’s creative director, account team and the client
- make sure your work meets the codes of advertising practice
- proofread adverts to check spelling, grammar and facts.
Salary
- Starting salary for an apprentice copywriter is £20,000 per year.
- ‘Middleweight’ copywriters, those with three or more years of experience, can earn £25,000 to £50,000.
- Senior creatives with 10 to 15 years of experience may earn up to £90,000.
- Creative directors who have won awards for the effectiveness of their campaigns can earn in excess of £120,000.
Working hours
Working hours are generally 9am to 5pm, 37 to 39 hours per week. However, it’s normal to work long, irregular hours when meeting tight deadlines. This may include working in the evenings and some weekend work.
Working environment
You could work in an office or at a client’s business.
Qualifications
Qualifications you can achieve as an apprentice copywriter include:
- Level 3 Junior Advertising Creative – Entry requirements for this level include 5 GCSEs at grades 9 to 4 (A* to C), or equivalent, including English and maths, for an advanced apprenticeship. This qualification will take 18 months to complete.
- Level 3 Junior Content Producer – Entry requirements for this level include 5 GCSEs at grades 9 to 4 (A* to C), or equivalent, including English and maths, for an advanced apprenticeship. This qualification will take 12 months to complete.
Skills
On a copywriter apprenticeship, you’ll learn:
- knowledge of English language
- to be thorough and pay attention to detail
- the ability to come up with new ways of doing things
- knowledge of media production and communication
- the ability to sell products and services
- the ability to work well with others
- excellent verbal communication skills
- the ability to read English
- to be able to carry out basic tasks on a computer or hand-held device.
Employers
Advertising or full-service marketing organisations often use copywriters. Because many clients desire a complete communications package, full-service agencies provide a multidisciplinary approach that encompasses marketing, public relations, and advertising. Specialised firms also focus on specific industries, such as digital advertising.
Newspapers often pay copywriters to design advertisements, while radio stations use jingle writers. Medical or scientific degree holders may also work as medical copywriters for pharmaceutical companies.
When large organisations hire copywriters, another alternative is corporate communication.
Although many agencies would take a single copywriter, creatives are often sought and hired in pairs (a creative partnership comprising a copywriter and an art director).
Professional development
Although some larger advertising firms may give formal training, you will learn the bulk of what you need to know on the job.
Many companies urge young copywriters to get outside training. For example, the IPA offers certificates such as the IPA Excellence Diploma, short courses and seminars.
Completing the IPA continuous professional development (CPD) programme, in addition to IPA certificates, may lead to an Accredited MIPA (Membership of IPA). This learning-based personal membership programme verifies that you have met the highest advertising standards and allows you to profile yourself, your qualifications, and your career highlights on the IPA website.
Because advertising is a fast-paced business, staying up to date on industry news and trends is vital. In addition, professional advancement requires reputation and recognition. Making a name for oneself with creative work gains respect within the industry, which is often acknowledged in trade publications (such as Campaign) and via awards and award ceremonies.
Career prospects
After beginning as a junior copywriter, you’ll get more experience by working on bigger and more important projects. After that, you may work your way up to senior copywriter, sometimes known as a “middleweight” creative, and then to “heavyweight” creative.
You may move to the position of group creative director, in control of a few creative teams, in larger businesses—some progress to the position of creative director, in control of the whole creative department. A minimum of five to ten years of experience working on high-profile campaigns and winning industry awards is often necessary. The effectiveness of your campaigns is vital to your success.
Many successful copywriters become freelance, working for a range of agencies and clients, or they start their own business, sometimes in partnership with colleagues from the original agency. International work is also possible, especially if you write for a specific industry.
The success of your campaigns will influence your career development. Working on an award-winning campaign will raise your profile and offer you industry recognition, increasing demand for your services.