Impactos do retrabalho no processo criativo na direção de arte em agências de publicidade

Abstract

Creative blockages can partially or completely hinder the creative process of art direction professionals. Rework, in turn, being a process that accompanies the creative routine of these professionals, can be directly linked to theses difficulties. That being said, it is essential to understand how reworking can influence the creative process of art directors in communication agencies. To this end, the methodology used was a literature review to learn about the main business models in communication and how they are characterized, to assimilate the concept of creativity and the creative process within the context of advertising agencies and, finally, to investigate rework itself, within the theme of advertising creation. The practical application of these studies was carried out through qualitative research (MINAYO, 2002) combined with the technique of narrative interviews (MUYLAERT et al., 2014). Seven art direction professionals, working in different communication business models, shared their perceptions of the relationship between rework and management and creative potential. At the end of the research, it was understood that the management of adjustment requests can have a negative influence on the creative process of art direction professionals. The main triggers for rework were: tight deadlines, lack of internal communication, incomplete briefing and uncertainties coming from the client.