Advertising copywriter

writer communications copywriter
Print and publishing, marketing and advertising

Career outlook for advertising copywriter

UK Salary Ranges





Currently employed in Scotland


Salary information is provided by the "National Careers Service". "Oxford Economics" supplies job forecasts and employment figures. Due to COVID-19 the jobs market is constantly changing. Some of the information may not reflect the current situation.

What's it like?

You would write original and compelling words for advertising campaigns to persuade people to buy things from your client.

You'd write the words for anything from advertising slogans and text for print adverts, websites and marketing emails to radio jingles and scripts for television commercials.

Each project would begin with a briefing about the client, their goods or services and who they want sell to.

You'd then work closely with an art director to come up with original ideas that combine words and images into adverts that will appeal to the potential customers.

You would:

  • Explain your ideas to the agency's creative director and account team
  • Help to present ideas to the client
  • Make changes that the client asks for
  • Write the copy by the deadlines
  • Proofread copy to check spelling, grammar and facts
  • Make sure that adverts meet the codes of practice for advertising

You'd work with photographers, designers, production companies and printers.

You would often work on several projects at once, usually under the supervision of a creative director.

As well as excellent writing skills, and the ability to express a message clearly and persuasively you would need good grammar, spelling and punctuation.

Working conditions


You would usually work 9am to 5pm, Monday to Friday. Your days could be longer if you have deadlines to meet.


You would spend most of your time in the office.


You may also occasionally travel to meet clients or visit studios where advertisements are being made.

UK employment status





Self employed


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  • Cooperating
  • Verbal communication
  • Written communication
  • Creative
  • Observation
  • Researching
  • Attention to detail
  • Developing a plan
  • Time management

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Foundation Apprenticeships

Choosing a Foundation Apprenticeship as one of your subjects in S5 and S6 can help you get a head start with this type of job.

You'll get an SCQF level 6 qualification (the same level as a Higher) plus valuable work placement experience and skills you can't learn in a classroom.

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There are no fixed entry routes to this job.

Many entrants have a degree (SCQF Level 9/10) in english, advertising, journalism or marketing. To enter a degree (SCQF Level 9/10) usually requires National 5 qualifications and a minimum of 4 Highers or a relevant HNC/HND.

Useful subjects

  • English (required by many courses)
  • Social studies
  • Business
  • Art and design

You will also need

 Many courses and employers require a portfolio.

Helpful to have

Qualifications and experience that show an understanding of the industry such as:

  • Skills for Work Creative Digital Media (SCQF Level 4)
  • Creative Industries (SCQF Level 5)