Advertising copywriter

Advertising copywriters create the words used for print, TV, radio and online adverts.

In this guide

What you'll do

Day-to-day tasks

You'll work as a team with an art director who will provide images to go with your words.

You'll work from a brief which will tell you about the client, their product, the target audience and the advertising message they want to get across.

You'll then:

  • 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

Working environment

You could work in an office or at a client's business.

Career path and progression

With experience, you could progress to senior copywriter or creative director.

You could also work freelance or set up your own agency.

What it takes

Skills and knowledge

You'll need:

  • 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

Most relevant

  • English Language - Advertising copywriters craft clear, persuasive text for adverts across print, TV, radio, and online platforms. A strong command of grammar, tone, and sentence structure is essential for writing copy that grabs attention and communicates a message effectively.
  • English Literature - Advertising copywriters draw on literary techniques like metaphor, wordplay, rhythm, and storytelling to make their writing memorable. Studying how great writers use language to evoke emotion and hold attention directly feeds into creating powerful advertising copy.
  • Business - Advertising copywriters work from client briefs and need to understand what a brand is trying to achieve commercially. Knowing how businesses operate, how products are positioned in a market, and what drives consumer behaviour helps them write copy that actually sells.

Also relevant

  • Media Studies - Advertising copywriters need to understand how different media platforms communicate and how audiences engage with each format. Media Studies builds that awareness – covering how media industries work, how representation shapes meaning, and how to write copy that resonates.
  • Art and Design - Advertising copywriters work closely with art directors, so understanding visual communication helps them think about how words and images work together. Having a sense of layout, typography, and visual impact makes their ideas stronger when presenting creative concepts.
  • Psychology - Advertising copywriters use an understanding of how people think, feel, and make decisions to write persuasive copy. Knowing what motivates different audiences – whether it's fear of missing out, a sense of belonging, or curiosity – helps them craft messages that connect.
  • Sociology - Advertising copywriters need to understand different social groups, cultural trends, and how people's identities shape their responses to advertising. This awareness helps them write copy that resonates with specific target audiences without misjudging tone or context.
  • Drama - Advertising copywriters often write scripts for TV and radio adverts, including dialogue and voiceover. Understanding how to create compelling characters, use timing for effect, and write lines that sound natural when spoken aloud is a valuable skill in this work.

How to become

You can get into this job through:

  • a university course
  • an apprenticeship
  • applying directly
  • a graduate trainee scheme

You'll usually need a foundation degree, higher national diploma or degree in a subject like:

  • English
  • creative writing
  • journalism
  • communication studies
  • advertising

You might be able to get into this job with a degree in an unrelated subject. For example, if you want to be a copywriter for a scientific research company or a law firm, you might be able to get a job with a degree in biochemistry or law.

Entry requirements

  • 1 or 2 A levels, or equivalent, for a foundation degree or higher national diploma
  • 2 to 3 A levels, or equivalent, for a degree

More Information

You may be able to apply for an apprenticeship, for example:

  • Junior Advertising Creative Level 3 Advanced Apprenticeship
  • Content Creator Level 3 Advanced Apprenticeship
  • Advertising Creative Level 6 Apprenticeship, leading to a professional qualification

These can take up to 2 years to complete.

Entry requirements

You'll usually need:

  • 5 GCSEs at grades 9 to 4 (A* to C), or equivalent, including English and maths, for an advanced apprenticeship
  • 4 or 5 GCSEs at grades 9 to 4 (A* to C) and A levels, or equivalent, for a higher or degree apprenticeship

More Information

Work experience will help you get a better understanding of the role. You'll also get to make contacts who may help you to find paid work in advertising. You could try volunteering, internships or temporary jobs.

Social media sites like LinkedIn can be useful to make contact with companies.

You can apply to companies directly if you have some of the relevant skills and knowledge needed for this job.

Some advertising agencies might consider your application if you do not have a degree. In this case, you'll need to show off your creativity, writing skills and business sense.

If you have a degree, you can apply for graduate training scheme with advertising agencies.

Career tips

You could showcase your skills by creating your own blog or website. You'll also need to develop a portfolio of your work to show to potential employers.

You could enter the D&AD New Blood competition which is for students and recent graduates who are not already employed in a creative role. It gives you the opportunity to work on a real client brief and showcase your work.

Further information

You can find out more about becoming an advertising copywriter from the Institute of Practitioners in Advertising and Discover Creative Careers.

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