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Creative Processes in Advertising Agencies
Řebíček, Jan ; Vondra, Zdeněk (advisor) ; Troják, Adam (referee)
Author in this design-thinking based thesis examines the role and procedure of creative teams participating in the production of one of the main parts of marketing communication - the creative concept. The key output of this thesis is the assessment of optimal creative process hypothesis based on connecting both the procedural and creative view of marketing communication. In order to assess the hypothesis, qualitative research based on modelling processes and use of design techniques was conducted. The placement of creative process into advertising agency environment is based on multimedia communication dissertation. Double Diamond Process, a part of Human Centered Design methodics, was complemented by Gamestorming method to illustrate the creative process. The form of optimal creative process hypothesis is verified by dialogues with Creative Directors of various advertising agencies. As mentioned, the primary contribution of this thesis is the assessment of optimal creative process. Achieving this contribution would not be possible without connecting procedural view of marketing communication with the creative point of view and without identifying the crucial requirements which have to be met to allow the whole process to be successful. First, the thesis describes marketing communication by using the communication model, which enables clear definition of the creative team goal. That is to encode producer need into a message that will change the behaviour of their target audience. Then, the thesis follows the contract advancement through advertising agency to establish the creative team role and to assess the optimal creative process hypothesis. The hypothesis is adjusted according to findings from dialogues with creative directors near the conclusion of the thesis.
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