BTEC Professional Development Diploma In Art Direction/Copywriting

Copywriters are expected to have a minimum of two A levels. Art directors should have an HND or degree in graphic design or a related subject.

However, these entry requirements may be waived if candidates perform well with the Creative Entry Test and show exceptional creative abilities at interview.

This course is intensive, fun, and professional!

Leading London agencies also hold workshops inviting students to present their campaigns. In the third term, teams may be sent on a two week attachment to major London agencies. This provides valuable experience in the real work environment.

The staff have extensive knowledge of the advertising industry and have worked in leading London agencies. They are all still actively involved in the business and their up-to-date contacts provide good liaison between the course and the job market.

Students are trained in the ability to devise campaign strategies which will sell products and services in a fresh and interesting way. They are then expected to execute them in the appropraite media by rendering concepts. The main aim of the course if for each student to develop a portfolio of creative work. Copywriters and art directors work together as creative teams throughout the course.

At the end of the year each student’s portfolio is independently assessed by senior professional creatives. A diploma grade is awarded accordingly. The course is widely recognised by the advertising profession. The industry is extremely competitive so the more self-motivated you are, the better your chances are of employment.

The course was established in 1961 in order to teach students the discipline of advertising writing. In 1988 an art direction stream was developed and we now successfully combine art directors with copywriters to provide formidable creative partnerships for the industry.

It is not surprising that many creative directors recommend Watford to would-be creatives. They know that the course provides an excellent training ground and it has helped launch literally hundreds of advertising careers. Indeed, one advertising journal referred to the college as ‘The Oxbridge of Advertising’. The course is internationally renowned and applications are received from students all over the world.

Built around the demands of the job, the course parallels the working practices of an advertising agency. Students are given a wide range of creative briefs which enables them to develop good communications skills across a broad range of media. The emphasis is on conceptual thinking whereby students devise imaginative advertising ideas. Also, much attention is given to the craft skills (copywriting and art directing). Creative teams often work on a broad spectrum of products covering all media. At any one time they could be working on a television commercial for a chocolate bar, a press campaign for a brand of mouthwash and a poster campaign for a charity.

Advertising is not all glamour and long lunches, as it may appear from the outside. Campaigns are usually the result of weeks of hard work.

The course has a good working relationship with top London agencies. Several successful creative teams set briefs during the year and visit the college to comment on student work.

Continuous assessment and portfolio

Employment – advertising/communication industry