What does a Advertising Creative do?
Advertising creatives/copywriters work in advertising
agencies as part of a team with an art director. They
deal with written words, or 'copy', while an art director
handles visual images.
The work may include
writing slogans for posters and advertisements, text for
leaflets and brochures, and scripts or jingles for TV and
radio. The challenge is to make the creative solutions
new and fresh while at the same time persuading
people to purchase or use a product or service.
Creatives/copywriters receive a brief from the
account management team that gives background
information about the client, its products and the target
audience. Working with the art director, ideas are
developed from the brief. They are shown to the creative
director and then the client who may suggest further
Once an idea is selected
creatives/copywriters complete the rest of the body copy
(the detailed information) making sure it is accurate and
complies with the various codes of advertising practice.
Creatives/copywriters often work on several briefs at
Another aspect of the work includes
attending meetings with colleagues, clients and
What's the working environment like working as a Advertising Creative?
Hours may be long and irregular, and in order to meet
deadlines some weekend work may be required.
The work is office based but may involve some time
travelling to meet clients, and to visit TV or radio studios, or
locations where ads are being recorded or filmed.
What does it take to become a Advertising Creative?
To be an advertising creative you should:
excellent writing skills
- have a commercial
awareness an understanding of your client’s
- be able to express a message clearly,
briefly and persuasively
- be creative with a good
eye for detail
- have some understanding of
design, photography and typography
- be able to
work as part of a team and with a range of people often
- be resilient and able to cope
- have enthusiasm for your work
without becoming too attached to it
- be able to
use the Internet and other databases to find
- have a good all round general
knowledge as a source of ideas.
Advertising Creative Career Opportunities
If you would like to know anything about Advertising Creative that does not appear on Hotcourses, further information can be found below.The Advertising Association
7th Floor North
11-19 Artillery Row
Tel: 020 7340 1100
www.adassoc.org.ukThe Institute of Practitioners in Advertising
44 Belgrave Square
Tel: 020 7235 7020
www.ipa.co.ukThe CAM Education Foundation
Tel: 01628 427120
Facts and Stats:
- The Advertising Standards Association received 589 complaints in 1998 against the Irn Bru drinks advert that featured a cow with the caption ''When I''m a burger I want to be washed down by Irn Bru''
- The first colour advert on TV in 1969 was for Birds Eye peas
- Salman Rushdie once worked as an advertising copy writer
Advertising is not permitted on the Champs Elysées in Paris
- ''Advertising insults my intelligence'', say 42 per cent of people in the UK, 23 per cent in Ireland and 49 per cent in the USA