El "briefing" creativo en las agencias de publicidad: una comparativa de la gestión de información entre España y Portugal

Abstract

Some of the fundamental elements prior to the generation of creative sales ideas in advertising are the sources of information. These make it possible to draw up the creative briefing. This document contains the strategic information that an advertising agency uses as a guideline for developing advertising creativity. This research aims to determine, systematise and describe the different stages that make up information management within the advertising agencies, in the creative strategy context. It attempts to find out the processes followed by the agencies when managing information (the advertiser's brief, research techniques and creative brief) and to answer the following question: Does the information that the agency professionals consider most important usually correspond to the information that is most often obtained and transmitted within the agency? The following article is the result of a comparison of two quantitative studies carried out with advertising agency professionals in different geographical contexts: Portugal and Spain.