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Advertising creatives/copywriters work in advertising agencies. They work on developing the written content of an advertising campaign. As part of a team creatives will work along side art directors to match the written content with images used for the campaign.
Creatives and copywriters may work on writing strap lines and slogans for advertisements and text for leaflets and brochures. They may also be involved in writing for TV and radio adverts. As the name suggests they need to be creative and innovate, developing catchy solutions to attract people to buy the product or service.
Working towards a brief it is important for the creative/copywriter to gain a strong understanding of the product or service being offered and the company culture. They text they develop must accurately reflect the messages the client is trying to convey too maintain consistency and credibility. Working long hours is common especially when working towards deadlines. Although a degree is not essential it is preferred. Competition is tough and wor experience in the field is highly valued.
Training varies according to the size of agency but few provide formal training for copywriters. Professional qualifications exist and are also recognised in the industry. The Institute of Practitioners in Advertising (IPA) offers related courses for staff employed by IPA member agencies.
Graduate going into copywriting and Creative roles can expect around £20,000. The majority of agencies are based in London. With experience you can earn up to £40,000 and the top creatives working for the leading agencies will earn over £50,000.
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