Copywriters put together the text in materials such as advertisements, press releases, information booklets and sales materials. They are often employed by advertising, public relations and media agencies and are provided with a brief by their client or colleagues. Their work must take into account the style of publication, layout, graphic design and audience as well as the goals of the publication itself. These may be to alert the audience to the selling features of a particular product, to promote a campaign or initiative or to announce a decision or event. Generally, copywriters work on the creative projects of others, though are sometimes required to create jingles, headlines and slogans.

As well as in agencies, copywriters find employment at newspapers, magazines, and television and radio stations, others choose to work freelance. A variety of educational backgrounds such as journalism, writing and the liberal arts prepare graduates for careers in copywriting, though creativity and the ability to respond quickly to new ideas are also essential.