The UNLOCKED Internship Programme Helped Me Learn More About Copywriting | Anita, Leith Intern

Anita, Leith Creative Intern

Spending six weeks as an UNLOCKED creative intern focussing on copywriting at Leith was an amazing experience.

Copywriting is just one of the many parts that help a creative agency run smoothly. My interactions with the lovely people who make Leith what it is, gave me a deeper understanding of what clients big and small need from a copywriter. I got to do two briefs, one was a billboard ad for an alcohol brand and the other was a poster for a women’s health campaign. Both projects needed short form copy and it was cool to get a taste of the variety you can expect when working in an agency.

I’ve constantly heard the debate between being a generalist or niching down as a freelance copywriter, so it was insightful to see what you can expect when you broaden your scope. Writing copy to advertise versus writing to raise awareness helped me get a feel of two distinct approaches and tones of voice. It’s also good to keep the format of an ad in mind throughout the writing process because someone waiting for a prescription at a pharmacy probably has more time to read than a person driving past a billboard on their way to work.

Even though it was a relatively short amount of time, there was a noticeable improvement in my copy from my first to last project. Less is more sometimes but when you’re starting out, presenting a campaign with 10 words or less for a headline feels daunting. But copywriting is more than just words, it’s the feeling you’re selling to them. So if you can craft a concept that makes whoever’s reading it laugh or flip their expectations, that’s all that matters. With the right feedback and people telling me their own experiences writing, my confidence grew so much during my time here.

I started with a blank slate, tasked with turning bits and pieces of potential into campaigns that would catch someone’s eye. Somedays the lines come flowing freely and others it’s like you have to squeeze your brain hoping something worthwhile drips out, and that’s OK!

When I found myself hitting a stumbling block, thesauruses and mind maps were my saving grace. Even little doodles were helpful despite writing being the bulk of my work. The most random things can spark inspiration. Some of the lines you write aren’t going to be winners, but the duds can still lead you somewhere worthwhile.

Another thing I’ve come to understand is the relationship between a copywriter and art director. Despite these roles being different at their core, there is a lot of overlap. With some exceptions, good copy can’t work without a solid visual, and vice versa. They’re two equal parts of a lean, mean advertising machine.

Creative agencies can be really busy. But even when everyone was swept off their feet, they’d always make the effort to continue making me welcome and checking in on me. There’s been so many times where my writer’s block was lifted just because of someone starting a conversation with me.

Leith office

Leith has these monthly meetings near the end of the month to document wins in the agency and talk about plans moving forward. All the UNLOCKED interns were invited to introduce themselves and although daunting, saying hello to most of the people who work here really made me feel like a part of the team. 

My time at Leith was wonderful. It’s the kind of environment I would love to work in, with the kind of people I would love to work alongside. I got the chance to get valuable experience and expand my portfolio with an amazing support system. I have a super positive outlook for my career path as a graduate because of this internship, so a big thanks to the UNLOCKED Programme and Leith.