Hard At Work On The Next Big Idea -- Facing Deadlines, Ad Copywriters Keep Creative Juices Flowing

Ad copywriters work in an environment where innovation is vital to success. The less bureaucratic an office is, the more creativity flows.

"A really relaxed atmosphere helps people be more creative," said Nicole Michels of Cole & Weber in Seattle. "We have a pool table, popcorn machine, jukebox - it helps keep people thinking creatively."

That's not to say ad copywriters don't work hard. Their minds are always going, always thinking of new ideas.

"I will frequently wake up at 2 a.m. with an idea," Michels said.

Expect to work more than eight hours a day and, under tight deadlines, up to 18 hours a day.

Copywriters often work on several projects at the same time. Most projects take about six weeks, with the first two weeks devoted to generating ideas with the art director. But three-day deadlines are not unheard of.

Before work is started, a strategy is devised to pinpoint how the consumer perception needs to change.

"Every client comes in with a marketing problem, and our job is to solve that problem in the most creative way," Michels said.

While the copywriter's responsibility is to decide what the content and wording will be for an ad, and the art director's responsibility is how it will look, responsibilities overlap because the two work as a team.

During the idea stage, Michels said, she and her art director will "plaster the walls with ideas."

The art director and ad copywriter take equal responsibility for the ad and present their work to the client together.

Breaking into advertising is tough.

"If you have a great portfolio, you won't have trouble getting a job," Michels said. "But the hard part is having a great portfolio."

Larry Asher, who owns his own agency, called Worker Bees, agrees with Michels.

"This is one field where it is totally portfolio driven - nobody cares if you went to college," Asher said.

Several schools can help aspiring ad copywriters put together a portfolio. One, the School of Visual Concepts in Seattle, doesn't have a set curriculum. Students choose classes they think will help them the most.

Wages vary widely, depending on the market you work in and the quality of your portfolio.

In the Seattle area, entry-level copywriters make about $25,000 a year. Those with a few years' experience can get $60,000 a year.

The market is tight in the Seattle area. Only a few jobs open up in this area. More opportunity is available in larger markets, such as New York or California.

Talented ad copywriters have a few common traits: They are creative, intelligent, curious, energetic and humorous. Oh, and one more thing:

"They're usually weird," said copywriter Brian McKenna of McKenna & Co. "But if everyone were the same, every ad would be the same."

"You must love to create," said Michels, "and be willing to work hard and be a team player since you will always work with a partner, ad executive, client or print production people." "People in advertising love it, and so many people in it feel really lucky," said Michels. "It's a pretty good gig."