Most commonly reported Work Activities

•   Thinking Creatively Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
•   Getting Information Observing, receiving, and otherwise obtaining information from all relevant sources.
•   Communicating with Persons Outside Organisation Communicating with people outside the organisation, representing the organisation to customers, the public, government, and other external sources. This information can be exchanged in person, in writing, or by telephone or e-mail.
•   Establishing and Maintaining Interpersonal Relationships Developing constructive and cooperative working relationships with others, and maintaining them over time.
•   Organising, Planning, and Prioritising Work Developing specific goals and plans to prioritise, organise, and accomplish your work.
•   Making Decisions and Solving Problems Analysing information and evaluating results to choose the best solution and solve problems.
•   Communicating with Supervisors, Peers, or Subordinates Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
•   Selling or Influencing Others Convincing others to buy merchandise/goods or to otherwise change their minds or actions.
•   Interacting With Computers Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
•   Identifying Objects, Actions, and Events Identifying information by categorising, estimating, recognising differences or similarities, and detecting changes in circumstances or events.

Working Life

Copywriters work in an agency's creative department, providing the words that are read or heard in advertisements. These may include slogans, jingles and sharp headlines, or perhaps more detailed text for catalogues, brochures, leaflets, trade papers and journals. Copywriters may also be involved in writing scripts for film and television advertisements. They usually work alongside Art Directors who are responsible for the visual part of the campaign. Some Copywriters specialise in a particular form of advertising.   
  
Copywriters receive their brief from the account-handling team outlining the target group for the advertisement and what can be said about the product. What is said in an advertisement has to conform to legal regulations and the advertising code of practice.   
  
The essential skill of the Copywriter lies in interpreting and understanding the characteristics of the product and the motivation for the audience to purchase the product. They must establish what it is that makes people want or need the goods being promoted. The Art Director and the Copywriter together then look for an idea that will catch the attention of the public and put the selling point of the product across. It does not necessarily follow that the Art Director thinks of the pictures and the Copywriter thinks of the words - the final product is very much a team effort with each having suggested alterations to the other.   
  
The more successful ideas are then shown to the Creative Director who in turn may suggest further modifications. Neater drawings are then produced and shown to the client. Once the client accepts the concept, the layout is modified, and the body copy (smaller print containing more detailed information) is written.   
  
After the client has approved the design and copy, the work is handed on to the production team for typesetting, photographs and drawings (in the case of printed advertisements) or filming (for television commercials).

Most commonly reported Work Tasks

• Discuss with the client the product, advertising themes and methods, and any changes that should be made in advertising copy.
• Present drafts and ideas to clients.
• Vary language and tone of messages based on product and medium.
• Develop advertising campaigns for a wide range of clients, working with an advertising agency's creative director and art director to determine the best way to present advertising information.
• Write articles, bulletins, sales letters, speeches, and other related informative, marketing and promotional material.
• Conduct research and interviews to determine which of a product's selling features should be promoted.
• Invent names for products and write the slogans that appear on packaging, brochures and other promotional material.
• Review advertising trends, consumer surveys, and other data regarding marketing of goods and services to determine the best way to promote products.
• Collaborate with other writers on specific projects.
• Conduct research to obtain factual information and authentic detail, using sources such as newspaper accounts, diaries, and interviews.

Further Information

• Advertising Copywriter- from: N.C.S. [UK]
• Advertising copywriter- from: GradIreland

This occupation is typically suited for people with the following Career Interests:

 Creative

Creative people are drawn to careers and activities that enable them to take responsibility for the design, layout or sensory impact of something (visual, auditory etc). They may be atrracted to the traditional artistic pursuits such as painting, sculpture, singing, or music. Or they may show more interest in design activities, such as architecture, animation, or craft areas, such as pottery and ceramics.

Creative people use their personal understanding of people and the world they live in to guide their work. Creative people like to work in unstructured workplaces, enjoy taking risks and prefer a minimum of routine.

 Enterprising

Enterprising people like situations that involve using resources for personal or corporate economic gain. Such people may have an opportunistic frame of mind, and are drawn to commerce, trade and making deals. Some pursue sales and marketing occupations. Many will eventually end up owning their own business, or in management roles in larger organisations. They tend to be very goal-oriented and work best when focused on a target. Some have an entrepreneurial inclination.

 Linguistic

The Linguistic's interests are usually focused on ideas and information exchange. They tend to like reading a lot, and enjoy discussion about what has been said. Some will want to write about their own ideas and may follow a path towards journalism, story writing or editing. Others will develop skills in other languages, perhaps finding work as a translator or interpreter. Most Linguistic types will enjoy the opportunity to teach or instruct people in a topic they are interested in.

There is much competition for jobs and most copywriters enter the profession with a degree. A qualification in media studies, marketing or English are all suitable starting points. Some institutions run courses and post-graduate course in advertising. Students should check the individual prospectuses for details and entry requirements. Building your skills and network will be key in your career development.

Sample Education and Training Pathways
A number of courses are available throughout the country that focus on learning and skills that may be useful for this career. The examples and links below may guide you in your research. 

Further Education (FET)
Further Education & Training (FET) Courses are delivered by local ETBs, ranging in duration from several weeks up to 20 months. Courses are designed to meet the labour market needs and often include a large element of work experience.

Example search terms include: business, office admin, broadcasting skills, digital marketing, animation.

Search for FET Courses

PLC Courses (FET)
PLC courses are full-time courses, one or two years duration, with awards at Level 5 and 6 on the NFQ. They are offered nationally in Schools and Colleges of Further Education.

Example search terms include: media studies, marketing, art, design portfolio preparation, English, EFL, business communications, creative writing, digital media, media production, cultural studies, journalism.

Search for PLC Courses

Apprenticeships: 
Apprenticeships are structured work-based training programs that combine on-the-job training with classroom instruction. They run from 2 – 4 years and are open to individuals of all ages, including school leavers, those seeking a career change, and existing employees who wish to upskill.

Examples: CGI Animation.

Search for Apprenticeships

Higher Education CAO (Undergraduate) 
Higher Education courses at Levels 6 to 8 on the NFQ, delivered in Universities and Technological Universities & Institutes. Courses run from 2 – 5 years and places are allocated on a points-based system, processed by the Central Application Office.

Example search terms include: media studies, marketing, communications, English, culture, media, arts, digital, English, creative writing, film, television production, film studies, English literature, journalism.

Search for CAO Courses

Higher Education (Postgraduate)
Postgraduate courses are courses at Levels 9 and 10 on the NFQ and usually last 1 – 2 years full time, or longer if a PhD or part time. Entrants typically require an undergraduate award (Level 8).

Example search terms include: media studies, marketing, communications, film studies, English literature, journalism, creative writing, writing for stage and screen, TV, theatre.

Search for Postgraduate Courses

Professional Development 

Professional development (CPD) courses are specialised training, formal education, or advanced professional learning that improves skills, professional knowledge, competency, and overall effectiveness in the professional world.

Irish Film & Television Network IFTN 

Screen skills Ireland: Careers in Screen

Check the Useful Contacts tab on this page to see if there are any professional bodies listed who may provide training related to this career.

Salary Range (thousands per year)* €35k - €70k

Salaries vary based on employer, location, experience, duties, and role.

Data Source(s):
Payscale/ Prosperity/ Morgan McKinley/ Clark/ Osborne/ Excel

Last Updated: March, 2024

Note: The following information relates to occupations that include: Marketing and sales directors, Purchasing managers and directors, Advertising and public relations directors.

This information has been derived from the Solas National Skills Bulletin (2024).

This is a relatively small occupation with just over 10,000 persons employed in 2023; despite strong growth between 2018 and 2022, employment contracted (by 1,000) in the most recent year. There was a relatively high volume of online job adverts (Eurostat/CEDEFOP) for this occupation in 2023, primarily related to marketing/sales directors.

Skills for Growth data identified issues recruiting digital marketing specialists (with knowledge of social media) with marketing, branding, digital advertising and ecommerce skills highlighted as in demand in EI’s Spotlight on Skills data.

• Institute of Advertising Practitioners in Ireland

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