Creative Personnel

The image of the creative advertising person perpetuated in novels, movies, and TV shows is often one of a freewheeling, freethinking, eccentric personality. The educational background of creative personnel is often in nonbusiness areas such as art, literature, music, humanities, or journalism, so their interests and perspectives tend to differ from those of managers with a business education or background. Creative people tend to be more abstract and less structured, organized, or conventional in their approach to a problem, relying on intuition more often than logic. For example, Arthur Kover conducted a study of advertising copywriters and found that they work without guidance from any formal theories of communication. However, those interviewed in his study did have similar informal, implicit theories that guide them in creating ads. These theories are based on finding ways to break through the ad clutter, open the consciousness of consumers, and connect with them to deliver the message.16

Advertising creatives are sometimes stereotyped as odd, perhaps because they dress differently and do not always work the conventional 9-to-5 schedule. Of course, from the perspective of the creatives, it is the marketing or brand managers and account executives (the "suits") who are strange. In many agencies, you can't tell the creative personnel from the executives by their dress or demeanor. Yet the differences between creative and managerial personalities and perspectives must be recognized and tolerated so that creative people can do their best work and all those involved in the advertising process can cooperate.

Most agencies thrive on creativity, for it is the major component in the product they produce. Thus, they must create an environment that fosters the development of creative thinking and creative advertising. Clients must also understand the differences between the perspectives of the creative personnel and marketing and product managers. While the client has ultimate approval of the advertising, the opinions of creative specialists must be respected when advertising ideas and content are evaluated. (Evaluation of the creative's ideas and work is discussed in more detail in Chapter 9.)

Continue reading here: The Perpetual Debate Creative versus Hard Sell Advertising

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