Ad writer is one of the classical career profiles in advertising agencies. Its task is the effective text organization of a means of publicity (among other things poster, announcement, brochure, TV-Spot, radio Spot). It develops in close co-operation with the director of kind the conception (i.e. idea development) and total organization of extensive Werbekampagnen as well as individual advertising measures.

Depending upon agency philosophy the task weighting between ad writers and director of kind can fail differently.

Thus it occurs that the development of the total idea proceeds from the ad writer and the director of kind or commercial artist converts this idea only visually.

Or in reverse: The director of kind provides first the visual appearance of a means of publicity, and the ad writer supplies text contents in the connection only (among other things headlines, Slogans and CoPy).

Meanwhile educate however in most larger advertising agencies of the ad writers and director of kind a firm team, which develops mutually inspired and together the philosophies for Werbekampagnen and individual means of publicity. Ad writers can be active with some years experience also as so-called Konzeptioner. In this function they develop larger campaigns in particular and give the Textern and directors of kind the conceptional direction (i.e. the basic ideas).

Training

The training as the ad writer is not regulated. The entrance into this occupation can run therefore very differently. Usually an employment is as trainee or a trainee the first step into the occupation. In this time, which can last between three months and one year, the future ad writer learns the bases of writing the text, also "„training on the job "“mentioned. If one could prove its talent during the practical course, perhaps one is employed as junior Texter. Most ad writers are side A RISERs, i.e. before their activity as ad writers had them hardly contact with the industry. Many completed linguistic study before their entrance spirit or. An academic background can be quite helpful for the entrance, is however generally no compelling condition. Crucially alone the creative talent, i.e. the ability, is many, to be able to develop surprising ideas under very close defaults. Most larger agencies examine this ability on the basis a CoPy test in such a way specified, in which a set of close-to-reality tasks from advertising practice are to be solved. After this test it is then decided whether an applicant is invited to an interview and finally a trainee place receives. In Germany there are besides for some years two private training centres, which enjoy country widely a very good reputation: on the one hand the Texterschmiede Hamburg and on the other hand the Miami Ad School Europe, likewise in Hamburg.

Interestingly enough different large writers were active also as ad writers, and not from pure money scarcity. Examples are among other things: Rainer Maria Rilke, Erich Charles Bukowski

The perhaps most famous ad writer is David Ogilvy.

Related links

• FFW the professional association for Texter and Konzeptioner (Germany)
• Swiss Texterverband
• '' The ancestor gallery '' prominent Texter and which they said
• texterschmiede.de

Literature

• Astrid della Giustina: Career profile "„Konzeptioner text "“. Tipps and perspectives for write talents. VDM publishing house Dr. Dsseldorf 2004, ISBN 3-936755-88-4
• Dominik Pietzcker: Advertisement write the text. From idea and concept to the medium-effective message. Cornelsen publishing house, Berlin 2003, ISBN 3-589-21927-0
• Armin Reins (Herausg.): The murderer torch/flare - the text book of the Texterschmiede Hamburg. Hermann Schmidt, Mainz 2003 (2. Aufl.), ISBN 387439607X
• Walter Advertisement, which arrives. Publishing house modern trend industry, Landsberg/Lech 1992 (6. Edition), ISBN 3478212065
• winter (Hrsg.): Manual slogan. Of good ideas, successful strategies and appropriate words. German specialized publishing house, Frankfrurt/M. 2004 (2. Edition), ISBN 3-87150-771-7

Articles in category "Ad writer"

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