Key skills
AICRMCollaboration
About this role
London
Hybrid working - 3 days in the office, 2 remote
About the role
Great creative work starts with a great idea, and a great idea starts with words. As Copywriter, you are one half of a creative team, working in partnership with an Art Director to generate ideas that are genuinely original, strategically grounded, and built to work across every channel the brand operates in.
This is not a production writing role. Ideation is the core of the job. You will spend a significant portion of your time in creative development – responding to briefs, generating concepts, exploring territories, and refining ideas until they are strong enough to present with conviction. The writing that follows should feel inevitable: the right words, in the right voice, doing exactly what the idea needs them to do.
You will report to the Principal Creative and work within a team of creative people who hold each other to a high standard. You will be expected to contribute ideas beyond your own briefs, push back on thinking that isn’t good enough, and always ask whether the work could be braver, simpler, or more human.
What you’ll be doing
Ideation & concept development
- Work in creative partnership with an Art Director to develop integrated campaign ideas where the concept drives both the words and the visual thinking equally
- Create bold, scalable creative ideas, challenge briefs constructively, and bring fresh, strategic thinking that drives stronger, more effective work across every channel.
Copy craft & tone of voice
- Craft compelling, brand-defining copy across all formats, using creativity, precision, and editorial judgement to create impactful communications that resonate with audiences.
Strategic understanding
- Read and interrogate briefs critically – understand what the business problem really is, not just what has been asked for
- Create audience-focused, culturally relevant ideas and channel-specific content, grounded in brand understanding, category insight, and creative rigour.
Collaboration & creative partnership
- Work in genuine creative partnership with your Art Director and contribute ideas and creative thinking in team sessions beyond your own briefs
- Collaborates seamlessly with strategists, creatives, and production partners to develop insight-led ideas and deliver high-quality, integrated creative work.
Presenting & selling work
- Communicate and present creative ideas with confidence, clarity, and influence, building stakeholder trust and securing buy-in through strong rationale and collaborative engagement.
Brand ownership & quality
- Take ownership of copy quality and brand integrity, ensuring all content is accurate, consistent, on-brand, and aligned to the defined tone of voice.
- Ensure final copy is proofread, approved, and signed off correctly before it goes to production or market
Creative curiosity & innovation
- Stay curious and culturally aware, embracing emerging trends, technologies and creative thinking to inspire innovative, impactful work.
Essential Skills / Experience
- Demonstratable experience as a Copywriter within an advertising agency, creative studio, or in-house creative team
- Strong portfolio demonstrating both conceptual thinking and copy craft across multiple channels and formats
- Proven ability to generate integrated campaign ideas, not just individual executions
- Experience writing across TV, digital, social, print, OOH, CRM, retail, and experiential
- Experience working in a creative partnership with an Art Director
- Confident presenter of creative work to stakeholders at all levels
- Background working on major consumer brands with a strong, defined tone of voice
Desirable Skills / Experience
- Experience in telecoms, technology, or complex B2C categories
- Award-winning or industry-recognised creative work (D&AD, Cannes, The Drum, Creative Circle etc.)
- Experience writing scripts for TV or digital video production
- Previous in-house agency or brand-side creative experience
Our Package
Tailored benefits make a real difference. That’s why we offer a comprehensive range to support your growth, wellbeing, and everyday life. You can design the package to suit you and your lifestyle. Your core benefits include:
- 10% on target annual bonus
- Access to an online private GP 24/7 for you and your immediate family
- Market-leading paid carers leave with up to 2 weeks off
- Equalized maternity, paternity, and adoption leave – 18 weeks’ full pay and 8 weeks’ half pay
- Discounted EE and BT products, including mobile and broadband
- Market leading Pension scheme – 5% from you and 10% from us
- Holiday purchase scheme
You can select additional benefits, including healthcare, dental, gym memberships and more when you’re ready.
BT Group is the UK’s leading communications group and the holding company behind some of the country’s most recognised brands – including BT, EE, Openreach and Plusnet. Our purpose is as simple as it is ambitious: we connect for good. Our customers include consumers, small, medium and large businesses, public sector organisations and other communications providers.
BT Group’s role is about setting direction, unlocking value and creating the conditions for our brands and businesses to thrive.
Having come through the most capital-intensive phase of our fibre investment, our focus now is on what comes next – simplifying how we operate, using technology and AI to work smarter, and organising ourselves to serve customers better and grow sustainably. Group teams shape strategy, policy, brand, capital allocation and transformation, helping the whole organisation perform at its best.
We have a singular culture that unites all our people: we are customer-first challengers, who are committed, clear and connected. These behaviours unite us as one team to deliver for our colleagues, our customers, our stakeholders and the country. Joining BT Group means working at the heart of a business that matters to the UK, with the opportunity to shape decisions, influence outcomes and help set the future course of one of the country’s most important companies.