Copywriter
A Copywriter – often referred to simply as a ‘Creative’ – is responsible for the concept development / creation of advertising campaigns, with a particular bias to the copy element of the work. Traditionally Copywriters will work closely with an Art Director (who develop the accompanying visual look and feel), often as a dedicated ‘Creative Team’, to develop full campaign concepts.
It’s worth nothing that the boundaries between Copywriter and Art Director are often blurred and it’s highly likely that both will input in to the visual and copy aspects of the idea.
Agencies expect their Copywriters to be able to conceive and develop campaigns that work across all media channels, which can include everything from TV commercials, to radio ads, outdoor advertising (billboards, bus sides hordings etc.), print adverts, direct mail, digital ads, social media, point of sale and so on.
Copywriters are able to take a creative brief and insight provided by planners and/or account handlers and use this to develop captivating ideas that engage and resonate with the target audience. Working closely with an Art Director, they ensure that the message is strengthened by combining both visual and copy elements to create maximum impact.
A Copywriters role will include everything from short copy - creating slogans, TV/radio scripts, messages and straplines for ads – through to long copy for printed communications such as brochures and direct mail. Increasingly this will also include an ability to write for digital media, whether this is digital advertising, social media or web content.
Often, Copywriters (and their Art Director counterpart) will be on-site at shoots (photo or film) to ensure that what’s being captured is aligned to their creative vision.
Copywriters are always highly creative and have a hunger for keeping abreast of all the latest trends in the advertising world. They understand different target audiences, are able to apply creative thinking to business problems and are genuinely fascinated by people, advertising and brands.
Working in a creative team within an agency is always fast paced and most Copywriters will be expected to work on more than one project at once, typically reporting in to a Creative Director. When interviewing for a new role, Copywriters will always be expected to talk the Creative Director through their portfolio of work, so it’s always important to be keeping this up to date with your best work.
Salary wise outside of London the role generally pays between £21,000 to £65,000 depending on regional variance and level of experience.
Buckinghamshire
Buckinghamshire is a sprawling county stretching from the northern outskirts of London, up to the edge of the Midlands. Amazingly a third of the county is designated as green belt land, making Buckinghamshire an outstanding area of natural beauty and ranking as one of the UK’s top rural areas to live.
Key towns in Buckinghamshire include Aylesbury, the county town of Buckinghamshire, High Wycombe, the biggest town in the county and Amersham.
With superb travel links by both road and rail, cities such as London, Birmingham, Oxford and Milton Keynes are all within easy access. This obviously makes the county an extremely popular place to live for commuters, which has pushed up house prices in recent years. Interestingly Buckinghamshire also has the highest quality of life, life expectancy and the best education results in the UK.
Buckinghamshire has a very successful modern economy, ranking as the entrepreneurial heart of Britain, being home to the most successful business start ups. This, coupled with the fact that the county ranks highly for growth in all industry sectors, means that Buckinghamshire has the 2nd fastest growing economy in the UK.
Away from work, the county is home to the stunning Chiltern Hills, which is hugely popular with walkers, runners and cyclists.
