In the advertising and PR industry, the copywriter will work closely with the art director, providing creative copy suited to the client’s brief, forming an effective campaign. A copywriter is expected to come up with multi-media innovative catchphrases, slogans, straplines and messages related to the product campaign. Media targets will include TV, the internet, printed leaflets, advertising boards, newspaper adverts and also TV and radio commercials. Creative flexibility is important here. Copywriters are also required to work with the agency’s media planners in its production department.
The job is interesting and varied, with writers often working on several campaigns at once. Skills required include interpersonal and developmental talent, the ability to work within a team, editing and proofreading as well as creative writing, a knowledge of digital media protocols, dealing with changes as a result of client feedback, liaising with production staff and a feeling for current trends and popular culture. For most copywriting jobs, a strong, well-presented portfolio of previous work is a persuasive argument, as is a degree in English and previous experience.
Salaries for this position start at around C
$30,000 and rise to C
$60,000, dependant on experience and the position itself. This is a popular and rewarding career, with constantly-changing projects and a good chance of advancement.