Advertising text

What does an advertising copywriter do? – Tasks and work environment

An advertising copywriter works on creating sales-oriented and persuasive texts for advertisements, campaigns, websites, social media, and other marketing channels. The profession involves analyzing target audiences, interpreting creative briefs, and collaborating closely with art directors, project managers, and clients. The work environment is often dynamic, with a fast pace and tight deadlines, especially at advertising agencies or marketing departments. Flexibility and the ability to handle multiple projects simultaneously are important qualities, as tasks can range from quick digital campaigns to long-term branding projects.

Salary development over time

Advertising copywriters have experienced steady salary increases over the past three years. In 2022, the average salary was 40,500 SEK per month, and it increased slightly to 40 800 SEK in 2023. In 2024, the average salary has risen to 43 600 SEK, which corresponds to an increase of about 7.7% over two years. The most significant increase has occurred in the past year, likely linked to increased demand for digital communication and specialized marketing skills. Salary development is also influenced by education level, experience, and the size and location of the workplace. Gender differences still exist, as reflected in salary statistics.

Advertising copywriter salary – comprehensive overview

• Average salary: 43 600 SEK/month
• Lowest salary: 39,200 SEK/month (men), 39,700 SEK/month (women)
• Highest salary: 48,600 SEK/month (men), 43,500 SEK/month (women)
• Hourly wage (average): 262 SEK
• Gender differences: Women earn 93% of what men do (men 45 000 SEK, women 41 800 SEK)
• Regional differences: Salary levels may vary depending on where in the country the work is performed, with higher salaries in metropolitan areas.

Education and qualifications

To work as an advertising copywriter, a post-secondary education in communication, media, marketing, or journalism is usually required. Many employers also value practical experience and a strong portfolio. The educational path can vary, but creativity, language skills, and understanding target audience adaptation are central qualifications.

• Post-secondary education: University degree in communication, advertising, media, or equivalent (2–4 years)
• Courses and certifications: Copywriting, digital marketing, UX-writing
• Internship or traineeship: Common as part of education or initial employment
• Portfolio: Often decisive for hiring, demonstrating creativity and language skills
• Self-study and online courses: A way to supplement knowledge and stay updated

Common benefits and compensations

Advertising copywriters are often offered benefits such as wellness allowances, flexible working hours, remote work options, and professional development. Bonus programs and individual salary setting are common, especially at larger agencies. Pension schemes, insurances, and paid training are other typical compensations within the profession.

Competition and challenges

The competition for jobs as an advertising copywriter is relatively high, especially in metropolitan regions where many seek creative careers. The industry is characterized by rapid changes, where digital skills and adaptability to new platforms are crucial. Consistently delivering innovative and effective texts under tight deadlines can be demanding. Additionally, the increasing use of AI and automated writing tools presents both new opportunities and challenges. To stand out, a clear profile and an updated portfolio are essential.

Tips for those who want to become an advertising copywriter

To succeed as an advertising copywriter, it is good to have a strong interest in language and communication, as well as curiosity about marketing trends. A creative streak combined with analytical skills helps create texts that engage and persuade. Building a broad portfolio and taking initiative, such as participating in competitions or working on fictitious cases, enhances chances when applying for jobs. Persistence is important, as feedback and revisions are a natural part of the profession. Good collaboration skills facilitate teamwork with colleagues and clients, while the ability to work independently is valuable for freelance assignments. Finally, staying updated on digital tools and platforms is wise, as the industry develops quickly.

Key facts about advertising copywriters

• Salary range: 39,200–48,600 SEK/month
• Average salary: 43 600 SEK/month
• Education level: Post-secondary education (most common 2–4 years)
• Work environment: Agency, marketing department, or freelance
• Demand: 620 job openings within the profession

Career paths and future outlooks

After three to five years as an advertising copywriter, there are opportunities to advance to roles such as senior copywriter, team leader, or content manager. Some choose to specialize in digital marketing, UX-writing, or strategy, while others start their own businesses as freelancers or consultants. Forecasts from the Employment Service indicate that the profession is part of a broader occupational group where demand is difficult to assess, but digitalization and new media channels continue to drive the need for skilled writers. Currently, there are 620 job openings among graphic designers and similar professions, suggesting continued good prospects for those with the right skills and experience.

Common questions about advertising copywriters

• What does an advertising copywriter earn?
  - An advertising copywriter has an average salary of 43 600 SEK per month. Men earn an average of 45 000 SEK and women 41 800 SEK.
• How does the salary development look for advertising copywriters?
  - The salary has increased from 40,500 SEK in 2022 to 43 600 SEK in 2024, corresponding to an increase of about 7.7%.
• What education is required to become an advertising copywriter?
  - Usually, post-secondary education in communication, media, or marketing, along with a strong portfolio, is required.
• Are there gender differences in salary for advertising copywriters?
  - Yes, women earn on average 93% of what men do in the profession.
• What are the most common workplaces for advertising copywriters?
  - Most work at advertising agencies, marketing departments, or as freelancers.
• What are the future outlooks for advertising copywriters?
  - The prognosis is uncertain, but digitalization and new media channels continue to create demand for the profession.
• What is the salary span for advertising copywriters?
  - The salary span ranges between 39,200 SEK and 48,600 SEK per month depending on experience, education, and employer.