El "briefing" creativo en las agencias de publicidad: una aproximación cualitativa al caso español

Abstract

Information sources are amongst the fundamental elements prior to the generation of creative sales ideas in advertising. They make it possible to draw up the creative briefing. This document contains the strategic information that is used by an advertising agency as a guide for developing advertising creativity. This qualitative research project aims to understand, systematize and describe the different stages that make up information management within the advertising agencies, in the context of the creative strategy. The research attempts to determine the processes followed by agencies in managing information (the advertiser's brief, research techniques and creative brief). The following article uses the methodology of a research project developed in Portugal (Ribeiro Cardoso, 2002).