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Advertising Creative Copywriter Director Profile

Advertising Creative Copywriter Director Profile


Introduction

This Section of the site details information that you might find useful if you are looking to secure employment or require further details regarding working as an Advertising Creative Copywriter Director. This page details the following Information:-

  • Finding Suitable Work as an Advertising Creative Copywriter Director
  • Working Duties Expected
  • Hours and Environment
  • Working Skills Required
  • Training Requirements
  • Salary Expectations
  • Trade Information
  • Other useful Advertising Creative Copywriter Director Work Information


Finding Suitable Work

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Working Duties Expected

The following description is an overview of what the job entails, what kind of salary you can expect, what hours are involved in carrying out the work and skills that may help you in looking for employment in this particular field.

An advertising copywriter works with an art director to produce slogans for posters and advertisements, text for leaflets and brochures, and scripts or jingles for TV and radio. They use background information from the creative team, and work with an art director to find the best way of communicating the idea for the advert. When the client accepts the idea, the copywriter completes the detailed information, making sure it is accurate and complies with the various codes of advertising practice.

Most work office hours, Monday to Friday, with evening and weekend work when deadlines approach. Much of their time is spent indoors in comfortable offices. They may travel to meet clients, and to visit studios or locations for filming or recording.

New entrants start at around £15,000. Copywriters in leading agencies can earn over £50,000 a year.

An advertising copywriter needs:

• creativity
• excellent writing skills
• commercial awareness
• to understand the target market
• to work well in a team
• good computer skills.

Most opportunities are in London. Other centres for advertising are Birmingham, Bristol, Edinburgh, Glasgow, Leeds and Manchester. Some copywriters work freelance.

There are no set qualifications, but most entrants have A levels/H grades, and many are graduates. Advertising is a young person's industry, and 80 per cent of agency staff are below 40.

Few agencies provide formal training for copywriters.

Promotion is to senior copywriter or creative director.

What does the role encounter?

Advertising creatives in an advertising agency generally work in a team with an art director. They start as a copywriter, eventually going on to be a director.

The scope of their work depends on the size of the agency and its clients. They may write slogans for posters and advertisements, text for leaflets and brochures, and scripts or jingles for TV and radio.

The challenge is to make the creative solutions new and fresh, and to persuade people to purchase or use a product or service.

The account executive and the client will usually have decided the campaign’s core message. The copywriter’s job is to find the most effective way of communicating it.

Copywriters receive a brief from the account management team, giving background information about the client, its products and the target audience. They must also be aware of the creative work produced by their client's competitors.

Along with the art director, they consider the brief, rejecting some ideas and developing others. They show the creative director ideas, and they may suggest further modifications. Copywriters may help to present the ideas to the client, and further changes often follow until an idea is finally accepted.

The copywriter then completes the rest of the body copy (the detailed information), making sure it is accurate and complies with the various codes of advertising practice.

Copywriters usually work on several projects at once, and also spend time in meetings with colleagues, clients and suppliers.

New entrants start at around £15,000 a year.

What type of hours will I have to work?

Copywriters work long, irregular and unsocial hours, Monday to Friday, although deadlines and workload can lead to weekend work. Some agencies have flexible working hours on the understanding that staff will work late when deadlines demand it.

Much of their time is spent working indoors, sitting in comfortable offices. They may travel to meet clients, and to visit TV or radio studios or locations where ads are being recorded or filmed.

What level of salary and benefits are there?

These figures are only a guide.

London agencies usually offer the highest wages.

New entrants start at around £15,000 a year.
Experienced creatives earn £30,000 to £40,000.
Creatives working for leading agencies can earn over £50,000.

What type of skills will I need?

Advertising creatives need:

• excellent creative writing skills
• commercial awareness
• to express a message clearly, briefly and persuasively
• understanding of the target market
• to work well in a team and with a range of people
• some numerical ability
• good computer skills, including experience of databases and the internet for research
• stamina and drive to work under pressure
• a good eye for detail
• to be able to cope with criticism
• to be able to see other people's points of view
• enthusiasm for their work without becoming too attached to it
• a good all round general knowledge
• some understanding of design, photography and typography
• awareness of costs.

What type of training will I receive?

Most creatives train on the job, including shadowing experienced staff. Some agencies offer an induction programme, and larger agencies tend to have structured training programmes with placements in different departments.

The Creative Circle and British Design and Art Direction (D&AD) offer a range of seminars and workshops for practising creative staff.

It is possible to take qualifications with the Communication Advertising and Marketing Education Foundation (CAM). Study may be full time, part time, or by intensive or distance learning. Each certificate involves at least 60 hours’ study.

The Institute of Practitioners in Advertising (IPA) offers courses for staff if their employers are IPA members.

Career Progression:

In large agencies, it may be possible to progress to senior copywriter or creative director. Experienced advertising staff often set up small advertising agencies of their own.

Are there similar types of job or related industries?

Yes this list is not exhaustive but see the following categories:

Advertising Account Executive
Advertising Account Planner
Advertising Art Director
Advertising Media Planner
Graphic Designer
Illustrator
Journalist
Market Research Executive
Marketing Manager
Public Relations Officer
Technical Author

Where can I find further information?

Account Planning Group, 16 Creighton Avenue, London N10 1NU. 020 8444 3692. Website: www.apg.org.uk

Communication, Advertising and Marketing Education Foundation Ltd (CAM), Moor Hall, Cookham, Maidenhead SL6 9QH. 01628 427 120. Website: www.camfoundation.com

Design and Art Directors Association, 9 Graphite Square, Vauxhall Walk, London SE11 5EE. 020 7840 1111. Website: www.dandad.org

The Advertising Association, Abford House, 15 Wilton Road, London SW1V 1NJ. 020 7828 2771. Website: www.adassoc.org.uk

The Creative Circle, 22 Poland Street, London W1F 8QQ. 020 7734 9334. Website: www.creativecircle.co.uk

The Institute of Practitioners in Advertising (IPA), 44 Belgrave Square, London SW1X 8QS. 020 7235 7020. Website: www.ipa.co.uk

What trade magazines are available for this industry?

All of the following magazines and journals can be purchased from any good bookstore:

Adline
Campaign
Creative Review
Marketing
Marketing Week
Media Week
The Guardian.

Other Useful Advertising Creative Copywriter Director Work Information

We have a section available at this site on Advertising Creative Copywriter Director job interview tips that you may find of interest should you wish to brush up your skills in this area and we also have number of career articles that may also be of use to you from within our guides and documents section.

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