OCCUPATION: ADVERTISING COPYWRITER
Name: Kim Irvin
Company: The Roxburgh Agency
Thumbs up: “It’s like mental gymnastics trying to figure out how to sell a project. I like the challenge of finding a creative yet clear-cut way to do that.”
Thumbs down: “I’m really lucky. I don’t consider anything ‘thumbs down.’ The hours are long, but it’s worth it. Sometimes I wake up at 3 a.m. and something I’ve been working really hard on comes to me. I’ll get up and work on it and stay up all night, but that’s totally rewarding.”
Next step: “Within every copywriter there’s a great American writer trying to break out by writing a novel, a screenplay, a script for a television series. I’m working on all of the above.”
Advice: “I would suggest memorizing Strunk and White’s ‘Elements of Style.’ Be open to new things, be open to think sideways and be persistent. This is a tough field to break into.”
Salary range: Copywriters entering the trade earn from $350 to $500 a week; veterans are in the $40,000-to-$80,000-a-year bracket, although those with rare skill can earn up to $100,000. Creative directors who supervise copy and art work can receive up to $200,000 a year.
Fringe benefits: “I meet wonderful people. I work in an industry full of humor and there’s something new and fresh every day. This agency offers excellent (medical, dental, vacation) benefits.”
Hours: “Very flexible, depending on what I have to do. I work 9 a.m. to 6 p.m. if the work is not too demanding. But if I need to I’ll work evenings and weekends. I work until I get the job done.”
Educational and training requirements: Copywriting positions generally require a college degree. A combination of liberal arts and appropriate business courses provide a good base. Special courses in copywriting and creative writing are useful, as well as familiarity with word processing equipment. Formal education must be supplemented with actual writing experience.
Size of work force: There are fewer than 100 advertising copywriters in Orange County, according to county officials.
Expected demand: Employment is expected to increase faster than average through the mid-1990s as local agencies consolidate with national firms and new publications are created. The field, however, is highly competitive and the ongoing search for top creative talent limits a beginner’s opportunities.
Job description: Copywriters create the text of advertising material, publicity releases, promotional information or merchandising campaigns for use in all media. They must be skilled in visually roughing out an idea, editing or rewriting existing copy, and typography and layout.
Major employing industries: Advertising and public relations agencies, broadcasting stations, print media, retail stores.
Advancement: Promotions vary from heading the advertising department to getting more important accounts or a salary increase. A copywriter with creative and administrative talent can aspire to agency head.
For more information: Call the Orange County Advertising Club at (714) 833-9909.
