So you’re dreaming of working at a top ad agency or launching your freelance creative empire, but one big question is still frying your brain: should I be an art director or a copywriter? 🤔

This choice can feel super confining, especially if you’re a multi-talented creative who loves both good design and clever wordplay. Do you follow your visual vibes? Or embrace your inner word nerd? Can’t you just say you can do both!? The truth is, even though it’s definitely good to have skills in both areas, for hiring purposes, you really do need to focus your job search down to one track. Otherwise, hiring managers won’t know where you fit in at their agency! An art director who can help with headlines is gold. A writer who can help with good design is clutch. But your book should clearly state that, primarily, you are one or the other.

But don’t stress. We’ve got you. This guide breaks down the differences between art direction and copywriting careers so you can confidently choose your track and start building a killer portfolio that lands real-world gigs.

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Which Creative Skills Drive Your Day? Inside Art Director vs. Copywriter Roles

When it comes to art direction vs. copywriting careers, both roles are major players in the advertising world, but they speak very different creative languages.

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Art Directors: The Visual Architects

Art Directors are the aesthetic decision-makers. They shape the visual world of a brand or campaign and work closely with photographers, designers, stylists, and motion artists to make the work pop.

Daily vibes:

• Creating mood boards and mockups
• Sketching layouts for print, digital, and video
• Picking typography, color palettes, and design systems
• Directing photo or video shoots
• Collaborating with copywriters to sync visuals + words

It’s storytelling through images. Think: can your visuals make someone stop scrolling? Primarily, your job will be working in visuals, layout, type, Photoshop, etc. Would you love to do that all day? Then art direction might be your jam!

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Copywriters: The Storytellers-in-Chief

Copywriters are the voice behind the message. They write everything from taglines to TikTok scripts—and their words make you feel something.

Daily vibes:

• Writing headlines, body copy, and campaign concepts
• Brainstorming big ideas with your creative team
• Naming products or brands (a weirdly hard job)
• Scripting ads, social posts, and pitch decks
• Collaborating with art directors to align visuals + words

It's storytelling through language. Your words spark action, emotion, and, if you’ve got the knack for it, even LOLs. Primarily, your job will be working in word docs, notebooks and content all day. Would you love to do that for a job? Then copywriting might be the job for you! 

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Showcasing Your Talent: What Makes an Art Director Portfolio Different from a Copy Deck

If you’re serious about getting a job in an advertising agency, you need a portfolio that looks and feels professional. It doesn’t matter whether you’re considering art direction vs. copywriting careers, a standout portfolio is a must for either path.

And surprise, surprise, art director portfolios and copywriter portfolios don’t look totally different. If you’re a copywriter, you’ll share a lot of campaigns with your art direction partner, who’s featuring it in their book too! But what is different, is the areas of the campaigns and work that you can promise you owned first-hand.

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Art Director Portfolio

This is your visual playground. Show that you know how to craft a look, lead a concept visually, and keep things fresh and innovative.

Must-haves:

• Concept-driven campaigns (case study videos you built are a bonus!)
• Design upgrades or rebrands (even if you’re not a full designer, a cool product or packaging invention looks great in a book!)
• Cohesive design systems and/or typography choices
• A clever, interesting about me page. (Even if you’re not a writer, this has to be well written!)
• The look, tone, and feel of your site and personal branding (think key frames, color palettes, etc!) All this showcases your design skills and creativity

🌟Bonus points: Animation, 3D design, Behind-the-scenses photos or sketches.

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Copywriter Portfolio

This is where your words do the work. Great copy portfolios are sharp, funny, thoughtful, and strategic.

Must-haves:

• Concept-driven campaigns (the tighter the headlines and copy, the better!) 
• Videos you’ve produced for social (show you can write scripts)
• Interesting uses of media and technology (can you use Threads for a brand?) 
• A clever, interesting about me page. (This is absolutely your time to shine as a writer!) 
• Telling the story of your campaigns in an interesting way with an easy get! 

🌟 Bonus points: Add a funny one-liner setting each campaign up. Show the thinking, not just the words. 

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Are You a Visual or Verbal Thinker? Find Your Creative Strength

When it comes to visual or verbal thinkers, sometimes it’s not so black and white for people. Not sure where you land? Let’s break it down. 👇

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If you’re a visual thinker, you probably:

• Take screenshots of ads for the layout, not the headlines.
• Get way too into picking a color or art for your room. 
• Love to draw, play around on Procreate, design your holiday cards, etc (visual crafts!) 
• Love to curate your instagram 
• Remember the visual aesthetic of movies more than the quotes

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If you’re a verbal thinker, you probably:

• Take screenshots of ads for the great headline, not the images.
• Obsess over naming things (your plants, your playlists, your pet fish)
• Love a clever turn of phrase or joke.
• Can write a 3-line caption that makes your friends cry or cackle
• Rant about cringe brand voice on Instagram
• Are obsessed with song lyrics, movie quotes, words that make you FEEL things.

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Self-Check: Are You a Visual or Verbal Thinker?

Not sure which role vibes with you more? Answer these questions—honestly, no overthinking! And tally up your responses.

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1. What catches your eye first in an ad?

• 🅐 The layout, colors, and photography
• 🅑 The headline or tone of voice

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2. Your Google Drive is full of:

• 🅐 Moodboards, sketch files, random Figma drafts
• 🅑 Notes, half-written poems, captions you haven’t posted yet

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3. Your group project role is usually:

• 🅐 Designing the slides and making everything look 🔥
• 🅑 Writing the script and crafting the perfect intro line

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4. You lowkey judge brands based on:

• 🅐 Their font choices (Comic Sans? Blocked.)
• 🅑 Their tone (like…why does this toothpaste brand sound like my ex?)

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5. Your Notes app is full of:

• 🅐 Screenshot inspo for logos, ads, or color combos
• 🅑 Random one-liners and weird thoughts you swear are genius

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6. You’d rather binge-watch:

• 🅐 A visually stunning doc or fashion show
• 🅑 Stand-up comedy or a podcast with killer wordplay

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7. You love when a campaign:

• 🅐 Stops you mid-scroll with a look
• 🅑 Hits you with a headline that’s so good, it hurts

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🧾 Mostly A’s?

You’re probably a visual thinker—your brain sees in grids, palettes, and layouts. Art Direction might be your calling.

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🧾 Mostly B’s?

You’re a verbal thinker—you connect through words, voice, and emotion. Copywriting could be your sweet spot.

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🔀 A little of both?

You might be one of those wild hybrid creatures 🦄. That’s okay! Start with what excites you most. Some of our book180 students start in one lane and cross over after a few weeks as they grow. We can help you flex both skill sets before you commit. You don’t have to pick forever—you just have to start somewhere at first. 

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Career Paths Ahead: From Entry-Level to Creative Director—What to Expect

Whichever path you choose in the world of art direction vs. copywriting careers, your first stop is usually Junior Art Director or Junior Copywriter.

From there, you might level up to:

• Mid-Level Art Director/ Copywriter 
• Senior Art Director / Copywriter
• Associate Creative Director
• Creative Director 
• Group Creative Director
• Executive Creative Director or Group Creative Director
• CCO (aka the top-tier boss level)

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Salaries? Demand? Let’s Talk Real-World Tea 

Both art director and copywriter paths are in demand across ad agencies, in-house brands, tech companies, startups, and creative consultancies. In terms of salaries, entry-level usually starts in the $55K–$75K range depending on your city and niche. Senior-level roles can easily start at $100K+, especially in NYC, SF, LA, or remote hybrid roles.

And yes—book180 grads have gone on to crush it at places like Leo Burnett, Havas, Dentsu, Highdive, and many more. 💅

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Real Stories, Real Success: How book180 Grads Found Their Perfect Fit

Does figuring out how to get a job in an advertising agency seem daunting? Let’s take a look at some real student success stories from book180 grads. Proof that it is indeed possible!

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✍️ Dylan Weir—Copywriter, Havas Chicago

Dylan balanced a full life—as a writing professor, new dad, and book180 student—and emerged with an agency-ready copywriting portfolio that landed him at Havas Chicago, and now, Bader Rutter Chicago.

“With poetry, you sit around and wait to be inspired. With advertising, it’s about understanding the world around you and finding a problem to solve…that’s been my favorite part.” 

What makes Dylan’s story resonate:

• He pivoted from academic writing to brand storytelling.
• Learned to craft spec campaigns that showcase strategic insight.
• Straight from the semester to an agency role.

Why he was hired:

• Built spec campaigns tailored for real brands.
• Showed range: humor, emotional resonance, brand voice consistency.
• Connected with the industry via book180’s network and portfolio showcase.

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🎨 Naomi, Nick & Friends—Art Directors 

Our book180 art direction grads like Naomi Muuzic (FCB Chicago), Nick Slade (Doner Detroit), and others launched beautifully polished visual portfolios and are now working at top agencies like Golin, FCB, Doner, and Oliver.

What made them stand out:

• Cohesive campaign-focused books with moodboards, storyboards, and mockups.
• Designed spec work that felt agency-level from day one.
• Video and interesting ideas that went just beyond traditional advertising. 
• Their work included unexpected brand collaborations, smart executions, use of new technologies and cool activations.

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Ready to Decide? Your Guide to Choosing the Right Creative Track

Let’s recap the key differences.

• Art Directors = visual thinkers who bring ideas to life through layout, color, style, and design.
• Copywriters = verbal storytellers who craft the voice, message, and emotional hook.
• Both = essential to any creative campaign.

If you’re torn, don’t panic. Most creatives aren’t one-note—we’re multi-talented in our DNA! And everyone understands that. If you say you’re an Art Director, people aren’t going to assume it’s because you’re terrible at writing. 

book180 is designed to help you try things out, test your strengths, and build a portfolio that reflects your actual talent—not just your major or job title.

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Not sure which track suits you best?

📞 Book a free consultation with a book180 advisor and get personalized guidance from someone who gets the industry (and your stress). It’s a great idea to explore both tracks if you’re uncertain. When it comes to figuring out how to get a job in an advertising agency, you don’t need to go about it alone. 

You’re not just choosing a role—you’re choosing a creative future that feels so you.

We’re ready when you are 💖.

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