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Copywriter, Writer
In Canada, the federal government groups and organizes occupations based on a National Occupational Classification (NOC) system. This alis occupation may not reflect the entire NOC group it is part of. Data for the NOC group can apply across multiple occupations.
The NOC system is updated every 5 years to reflect changes in the labour market. Government forms and labour market data may group and refer to an occupation differently, depending on the system used. Here is how this occupation has been classified over time:
In Alberta, this occupation is part of 1 or more 2006 National Occupational Classification (NOC) groups. If there are multiple related NOC groups, select a NOC heading to learn about each one.
Interest in synthesizing information to write text for advertisements and commercials, including commercial scripts
Interest in studying products and services to be advertised, and in submitting copy to editor for approval
Interest in persuading audiences by determining the most effective advertising approach, including text, style and length of copy
To identify or change your interest codes, complete the Interests Exercise in CAREERinsite.
The interest code helps you figure out if you’d like to work in a particular occupation.
It’s based on the Canadian Work Preference Inventory (CWPI), which measures 5 occupational interests: Directive, Innovative, Methodical, Objective, and Social.
Each set of 3 interest codes for this NOC group is listed in order of importance.
A code in capital letters means it’s a strong fit for the occupation.
A code in all lowercase letters means the fit is weaker.
To fill in or change the values for your abilities, complete the Abilities Exercise in CAREERinsite.
A Quick Guide
You are born with abilities that help you process certain types of information and turn it into action. These abilities influence which skills you can learn more easily.
The abilities or aptitudes shown for this NOC group come from the General Aptitude Test Battery (GATB). The GATB measures 9 aptitudes. It groups them into 3 categories: mental, visual, and physical.
The abilities scores range from 1 to 5, with 5 being stronger.
Advertising copywriters write ads to promote goods, services, and organizations. Their main function is to work with creative team members to come up with ideas, present them to clients, and carry them out.
In print media, copywriters write newspaper and magazine ads. They also may write copy for reports and brochures.
In broadcast media, they write radio and TV commercials and short announcements. They also may write video scripts.
In digital media, they write content that may appear on media such as static or video digital ads. They may also write web copy, blog entries, social media posts, and email messages.
In out-of-home media, they write ads for billboards, location-specific posters (such as for washrooms), and transit locations such as bus shelters. They may also write scripts or scenario guides for guerrilla or street-team marketing.
In ad agencies, copywriters may write for all the above. They may specialize in local or national corporations, government departments, retail outlets, or not-for-profit organizations. Along with ads, copywriters may write media releases, brochures, direct mail pieces, or articles for trade journals. They may also consult on branding projects, which could include developing names, taglines, and brand stories.
Duties vary from one role to another. But in general, advertising copywriters:
Advertising copywriters work in office settings. Because it is a competitive, fast-paced industry, they have to juggle projects and meet deadlines. They must balance their need for quiet, creative thinking, and writing time with the need to take calls, go to meetings, and work with clients and coworkers.
Copywriters generally keep regular office hours. But they may work overtime to meet deadlines. They may need to travel to photo shoots or radio or film productions.
Advertising copywriters need:
To work in online media, they also need an interest and aptitude in technology.
Advertising copywriters should enjoy:
In Alberta, this occupation is part of 1 or more 2016 National Occupational Classification (NOC) groups. If there are multiple related NOC groups, select a NOC heading to learn about each one.
This chart shows which job skills are currently in highest demand for this occupational group. It was created using this occupation's 13 most recent Alberta job postings, collected between Nov 19, 2021 and Jan 19, 2023.
Review these skills to learn:
| Personal Suitability: Flexibility | 9 |
|---|---|
| Personal Suitability: Accurate | 8 |
| Personal Suitability: Excellent written communication | 8 |
| Personal Suitability: Organized | 8 |
| Computer Applications: MS Word | 7 |
| Personal Suitability: Excellent oral communication | 7 |
| Personal Suitability: Team player | 7 |
| Health benefits: Health care plan | 5 |
| Health benefits: Dental plan | 5 |
| Health benefits: Vision care benefits | 5 |
Most advertising copywriters have post-secondary education in communications, journalism, marketing, or broadcasting. Many have a bachelor’s degree in English. They should be motivated to keep up to date in the field.
Building a strong portfolio is essential for finding work.
The following schools offer programs or courses that are related to this occupation but are not required to enter the field.
To expand or narrow your search for programs related to this occupation, visit Post-Secondary Programs.
Completing a program does not guarantee entrance into an occupation. Before enrolling in an education program, prospective students should look into various sources for education options and employment possibilities. For example, contact associations and employers in this field.
There is currently no provincial legislation regulating this occupation in Alberta.
Source: 2019-2023 Alberta Regional Occupational Demand Outlook
Advertising copywriters work at:
It may be hard to find a copywriting position at first. Experience writing for school or community publications or personal or corporate blogs is a definite asset. So is social media or sales experience. Applicants should provide portfolios. Prior to working in the field, portfolios often include several pieces of work for fictional projects that show diverse creative thinking and writing. Applicants may also need to pass a writing test.
Most copywriters start working with smaller print or broadcast media companies. They progress to larger newspapers, radio, or TV stations. A copywriter may develop a strong working relationship with an art director. That way, they are treated as a creative team on projects.
In larger stations and agencies, there may be opportunities to advance to copy chief or creative director positions. With training, copywriters may also move into broadcast sales, production, public relations, fundraising, or marketing. Or they may choose to move into a different area of media or do freelance work.
This section shows the industries where the majority of people in this occupation work. The data is based on the 2016 Census.
In Alberta, this occupation is part of 1 or more 2016 National Occupational Classification (NOC) groups.
In the 5121: Authors and writers occupational group, 75.2% of people work in:
Employment outlook is influenced by a wide variety of factors including:
In Alberta, the 5121: Authors and writers occupational group is expected to have an above-average annual growth of 2.2% from 2019 to 2023. In addition to job openings created by employment turnover, 58 new positions are forecasted to be created within this occupational group each year.
Note
NOC groups often include several related occupations. Although there is labour market data for the larger NOC group, this occupation makes up only a part of that group. It means data for this occupation may be different than the data shown. For example, only some of the new positions to be created will be for this occupation. It also applies to other data for the NOC group such as number of people employed.
Source: 2019-2023 Alberta Regional Occupational Demand Outlook
Employment turnover is expected to increase as members of the baby boom generation retire over the next few years.
In Alberta, this occupation is part of 1 or more 2016 National Occupational Classification (NOC) groups. If there are multiple related NOC groups, select a NOC heading to learn about each one.
Unless otherwise noted, the data shown here is for all industries and all regions in Alberta.
All wage estimates are hourly except where otherwise indicated. Wages and salaries do not include overtime hours, tips, benefits, profit shares, bonuses (unrelated to production), and other forms of compensation.
To see the full survey data for this NOC group, visit the wage profile.
Other wage sources
To make an informed wage and salary decision, research other wage sources [pdf] to supplement this data.
Good Reliability, represents a CV of between 6.01% and 15.00% and/or fewer than 30 survey observations and/or if survey observations represent less than 50% of all estimated employment for the occupation.
| Wages* | Low (5th percentile) | High (95th percentile) | Average | Median |
|---|---|---|---|---|
| Starting | $19.23 | $38.46 | $30.09 | $31.25 |
| Overall | $21.54 | $50.46 | $36.47 | $35.58 |
| Top | $23.13 | $132.21 | $58.73 | $41.29 |
Swipe left and right to view all data. Scroll left and right to view all data.
* All wage estimates are hourly except where otherwise indicated. Wages and salaries do not include overtime hours, tips, benefits, profit shares, bonuses (unrelated to production) and other forms of compensation.
Pay brackets for hourly wages
| Public Administration | $83,538 |
|---|---|
| ALL INDUSTRIES | $71,124 |
| Professional, Scientific & Technical Services | $67,804 |
Big Future website: bigfuture.collegeboard.org
Institute of Communications Agencies website: www.lbbonline.com/companies/institute-of-communications-agencies
Institute of Canadian Agencies website: theica.ca
Get information and referrals about career, education, and employment options from Alberta Supports.
Updated Mar 17, 2023. The information contained in this profile is current as of the dates shown. Salary, employment outlook, and educational program information may change without notice. It is advised that you confirm this information before making any career decisions.
