Copywriter
The copywriter imagines the ideas and words that give meaning to a communication campaign. Starting from a brief, he or she turns a marketing objective into a clear, creative message adapted to the target audience.
He or she works on slogans, posters, videos, social media posts, websites, newsletters or brand content.
On this page:
- The role of the copywriter
- Main responsibilities
- The skills required
- Fields of Practice
- Programs to become a copywriter
- Salary
- Career paths
In Brief: The Copywriter Profession
| Other Job Titles | copywriter, copywriter, advertising copywriter, creative copywriter |
|---|---|
| Recommended Education Level | 2 years of higher education (BTS Communication) to 5 years in communication, advertising or marketing; portfolio ("book") essential |
| Starting Salary | from €2,000 gross/month (source: Onisep); 80% of offers between €24,000 and €48,000 gross/year, average €35,000 (source: Apec) |
| Employers | advertising, communication, social media or brand content agencies, corporate communication/marketing departments, cultural institutions (museums, festivals, galleries), publishing and audiovisual, freelance |
| Key Skills | perfect command of French, creativity and a way with words, storytelling, understanding of audiences and marketing, multi-platform writing (web, social media, print, video), working under short deadlines |
| Career Progression | senior copywriter, brand content manager, editorial manager, advertising head, creative director, consultant or agency founder |
| IESA Program | Bachelor in Cultural Communication - 3 years of higher education; or Master in Cultural Communication Strategy - 5 years of higher education (to be complemented by creative writing practice and a portfolio) |
What Are the Duties of a Copywriter?
Depending on the project, the copywriter may:
- analyzing the brief and communication objectives
- researching a brand, an offer, an audience or a sector
- coming up with a creative concept for a campaign
- writing hooks, slogans, taglines and advertising messages
- proposing scripts for videos, podcasts or ad spots
- writing content for the web, social media, email marketing or signage
- adapting the tone and language level to the target audience
- collaborating with the art director, graphic designers, photographers and directors
- presenting recommendations to clients or internal teams
- correcting and adjusting texts after feedback
- ensuring compliance with the brand identity and editorial line
The profession is therefore not only about finding a catchy phrase. It also requires building a coherent message across several media.
What skills do you need to become a copywriter?
The copywriter must have a perfect command of the French language. Spelling, grammar, syntax and precise vocabulary are essential.
They must also have:
- great creativity
- a solid general knowledge
- strong analytical and synthesis skills
- a knack for catchy phrasing and storytelling
- an understanding of audiences and communication mechanisms
- a sensitivity to marketing, advertising and brand image
- the ability to work with short deadlines
- curiosity and a regular watch on cultural and media trends
- a good team spirit
- a working knowledge of English, useful in agencies and international projects
Mastery of digital formats, search engine optimization, social media and artificial intelligence tools applied to content creation is now a complementary asset.
In Which Fields Does a Copywriter Work?
The copywriter can work as an employee or as a freelancer.
They can work:
- in an advertising or communications agency
- in a social media, influencer, or branded content agency
- within a company’s communications or marketing department
- in a cultural institution
- for a museum, a festival, a gallery, or an auction house
- in publishing, audiovisual, music, or performing arts
- as a freelancer for several clients
In the cultural sector, they can design the messages that accompany an exhibition, a program, a patronage campaign, an event, or the launch of a training program.
The most specialized positions are often found in large agencies. Internships, work-study, and building a professional network make it easier to enter the profession.
What Training to Take to Become a Copywriter?
The profession is accessible from a Bac+2, notably after a BTS in Communication. A Bac+3 or Bac+5 is however often sought for creative or strategic roles.
Several paths are possible:
- BTS in Communication
- BUT in Information and Communication, Advertising track
- bachelor’s degree in communication, advertising, or marketing
- specialized school in copywriting, visual communication, or art direction
- master’s degree or Master in communication, advertising, marketing, or brand strategy
The degree alone is not enough. Recruiters mainly expect a book or portfolio bringing together campaigns, texts, concepts, publications, or personal projects. Internships are an important way into agencies.
Train in Cultural Communication at IESA
The Bachelor in Cultural Communication is a three-year program open after the baccalaureate. It develops skills in communication, marketing, public relations, social media, events, and content creation applied to the cultural sectors.
After a Bac+3, the Master in Cultural Communication Strategy allows you to deepen your knowledge of communication strategy, digital marketing, influence, public relations, and campaign management.
These programs prepare for careers in cultural communication. To aim more specifically at copywriting, it is recommended to develop in parallel a regular practice of creative writing and to build a portfolio.
What Is the Salary of a Copywriter?
Pay depends on experience, status, location, and the size of the organization.
According to Onisep, a beginning copywriter earns a salary starting from €2,000 gross per month.
The Apec, which includes the copywriter among writing professions, indicates that 80% of job offers propose pay between €24,000 and €48,000 gross per year, for an average of €35,000 gross per year.
As a freelancer, income varies depending on the number of assignments, the level of specialization, the duration of projects, and the rights assigned.
Sources: Onisep and Apec, accessed in August 2026.
What career advancement is there for a copywriter?
With experience, the copywriter can take on larger campaigns or specialize in a sector.
They can notably move into the following roles:
- senior copywriter
- copywriter or web writer
- brand content manager
- editorial manager
- advertising manager
- creative director
- communications consultant
- freelancer or agency founder
Creative direction is one of the most common career moves for profiles who want to lead teams and steer a broader creative vision.