Creation practice (33%) |
“[Developing] creative potential is a great workout. It's like walking into a gym and … pulling the weights and walking, running and training and training and training and training. And the more you train,... the more you develop your creative potential.” (Art Director - 8I). |
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“I think there are many people who are creative and are not in a creative function; ... then, the creativity muscle contracts ... A person who never tried to exercise creativity, s/he comes here and starts exercising and exercising and can get a nice level …. I think creativity is largely the result of exercising.” (Creative Director - 16I). |
Timescale
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Time is scarce (39%) |
“The main resource is time, which is very rare. It's an endangered resource.” (Copywriter - 3I). |
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“The advertiser wants to think, but today, s/he doesn't have time anymore.” (Art Director - 10I). |
Time affects quality (61%) |
“[The time] varies greatly according to the care you give to each job.... 'Look, this one here is a really cool job; I think we must give focus, to create N solutions for it.' [Other jobs] you look at and say, man, let's do it fast and finish it.” (Art Director - 9I). |
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“The more time you have to create, things get better, because you can go back on the idea.” (Copywriter - 3I). |
Constant change in focus (28%) |
“On a daily basis there's a constant rush for small tasks.” (Art Director - 12I). |
“It's complicated because it's very, very, very, very, very rare that we are doing one project at a time. Usually, we do two or more, three or more.” (Art Director - 9I). |
Teamwork
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Harmony in the group (33%) |
“When you have a challenge with a cool team, it gets more fun to solve. This same challenge with a disunited team who is acting cool is hell. You cannot take off because everything gets stuck.” (Copywriter - 2I). |
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“We get help from each other. We are doing the campaign of [brand name], and everyone is involved in the creation; we made a film by collaborating.” (Art Director - 11I). |
Friendship (50%) |
“I've always make very good friends at companies I worked for.” (Copywriter - 1I). |
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“My best friends are in advertising. My best buddy is in advertising. I go out with him on the weekends. I go to the beach with him.” (Writer - 4I). |
Rivalry (22%) |
“In a normal [large] agency, [it happens] that you approach someone working in a computer and the person turns the monitor off or changes the screen so that you cannot see what s/he is doing because of the fear that you will copy the idea.” (Art Director - 11I). |
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“When you go to big agency, it has too much competition internally. You have teams, and those teams compete among themselves and, of course, create dissension. And then it generates an unofficial culture of stealing ideas from one another and that's bad.” (Creative Director - 16I)-. |
Sharing of experiences, views, and opinions (72%) |
“Generally, ... when you have large campaigns, almost everyone engages in order to share the job.” (Creative Director - 16I). |
“It is ... a constant exchange with [my colleagues].” (Art Director - 10I). |