Between impermanence and uncertainty: ways of working in a collaborative advertising agency

Abstract

In order to observe the work processes in transformation in Brazilian advertising agencies, we conducted an ethnographic research in three different agency models (traditional, digital, and collaborative). In this paper, we present part of the results from field diaries and interviews, and in addition an analysis of findings in the collaborative model, which brings together various communication and technology services in a hybrid business. Having as a theoretical contribution the concepts of mediations, mediatization and dispositif, we discuss the decentralization of knowledge and power within an advertising ecosystem materialized in a horizontal physical space as well as its is hierarchy, peculiar and in constant movement.

Keywords
creative process; mediation; mediatization; dispositif