Creativos publicitarios en Perú: características y entorno laboral

Abstract

This article is about the advertising creativity in Peru. Charles Taylor, International Journal of Advertising editor, called on researchers in the field of advertising to initiate research in the emerging countries of Latin America. We want to know if there are differences and similarities between Peruvian creative and other creative from around the world. For that reason, we use a qualitative method which consists of depth interviews. We interviewed thirteen Peruvian creative. The results are: first, the main qualities of a creative are observation, curiosity, perseverance and nonconformity; second, creatives work until night, their schedule is very hard. But some creatives have learned how to manage their time; third, creatives are self taught, they do not trust masters or specialization studies; finally, creatives and clients do not have good relationship because they do not understand advertising in the same way.