Influencia de los factores humanos sobre la creatividad en las agencias de publicidad

Abstract

Creativity is a key factor in the advertising industry since it determines directly the quality of the services provided by agencies. The goal of this paper is to analyze the impact that a series of variables under the control of the creative director in advertising agencies have on creativity. More concretely, we study the effects on the level of creativity achieved in the agency of the configuration of the creative team, the motivation devices used and the management of the conflicts emerging in the creative department. This paper uses information from personal interviews conducted in a sample of creative directors in the most important Spanish advertising agencies.