Name Cuanan Alec Cronwright
Age 27
Works for Ogilvy South Africa

What do you do?
I work with an art director to conceptualise ideas for advertising and marketing campaigns. When we have a concept, I write, present and work on it with a range of people from directors and sound engineers to photo-graphers and repro artists to produce campaigns.

Where did you study?
I studied copywriting for two years at Red & Yellow, a college designed to train people specifically for the advertising and marketing industry.

Are there any school subjects that can equip you for this position?
English. You need to have some writing skills, but you don’t have to be brilliant. Average writers with good conceptual skills can make great copywriters.

Describe a typical day at the office?
Many days I do random jobs such as writing a print ad or going to a radio recording. On a good day I get briefed to think of a campaign for, say, a car company’s latest product. My art director and I will then brainstorm, after which we review our ideas with the creative director, who will choose his favourite and instruct us to either keep thinking or start working up some ideas for presentation.

Is it easy to find work as a copywriter in South Africa?
The recession hit the ad industry hard, but if you’re dedicated and persistent you’ll find something. Often the best way to get a job is to offer your services to an agency for free as an intern. If you work hard and prove yourself, the boss may eventually start paying you.

Is the job financially rewarding?
People assume we get paid in bucket-loads, but the truth is that advertising isn’t the best paying industry, especially if you’re young. The guys at the top get paid a lot, the guys in the middle do okay – enough to buy a car and a small flat – and the guys at the bottom get paid enough to get by.

What personality traits should a copywriter have?
Every piece of work requires a different set of personality traits. One day I’m writing comedic radio ads to sell chewing gum, the next I have to be emotional and empathetic in order to sell life insurance. But the best copywriters are people who are interested in what’s going on around them and what’s happening in the world.

What’s the most rewarding aspect of your job?
I get paid to play around, use my imagination, tell stories and make jokes. Basically, I get paid to act like a kid.

Is there anything you don’t like about copywriting?
The stress can be insane. There are late nights and a lot of disappointment involved. You pour your heart and soul into ideas and create something you begin to feel very person-ally about, only to have it bombed by clients.

What advice do you have for aspiring copywriters?
Work, work, work! If you really want to get into advertising, you have to keep trying. You will face disappointment. You will get rejected at job inter-views. You will have your best ideas shot down. But keep going.

FACT CHECK
SA’s top three colleges that offer copywriting courses:

• AAA
  www.aaaschool.co.za
• Red & Yellow
  www redandyellow.co.za
• Vega
  www.vegaschool.com