A gestão na criação publicitária : uma interpretação hermenêutica

• Autor(a) principal: Mano, Vinícius
• Data de Publicação: 2017
• Tipo de documento: Tese
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_RS
• Texto Completo: http://tede2.pucrs.br/tede2/handle/tede/7173
• topic: PUBLICIDADE; CRIATIVIDADE; ADMINISTRAÇÃO; COMUNICAÇÃO SOCIAL; CIENCIAS SOCIAIS APLICADAS::COMUNICACAO

This Thesis proposes to analyze the creative management in the creative department of two advertising agencies. The sample for analysis is composed by the agency Paim Comunicação and W3haus. As a guide to the research, we use five a priori categories: Leadership (Belsky); Creation Process (Carrascoza); Communication (Pentland); Power (Barthes); Culture (Barthes). As an objective, we interpret the managerial process and analyze the evidence of creative management in creative departments. The method, which guide the research, is the Hermeneutics of Depth, and its proposal of threefold analysis composed by Sociohistorical Analysis, Formal or Discursive Analysis and Interpretation and Re- Interpretation. In developing of the Thesis, we work on the concept of Creativity, the challenges of creative management and its application in Advertising. Also, the relevance of Brazilian Advertising and the dynamics of the creative department. This research is qualitative and, after completing the information collection, through in-depth interviews with two managers and two managed, their speeches are analyzed. We justified the study by the protagonism of the manager in front of its leaders, and by the Brazilian propaganda it is among the most creative in the world. As results of the analysis, we identify that the performance of the manager in the two agencies that compose the sample is significant, adding 14 evidences of their management. These are very varied, since the difference of the professional profiles ended up generating dissimilar evidence. However, one factor that is similar among managers is the power to reconcile and avoid conflicts, due to their ability to listen and dialogue with their teams. A key point, on the part of the creatives led, is that their main reward is to have the confidence of their manager. This factor reinforces even more the manager's role and how justified it was to evaluate his activity. By observing more directly evidence for the creation and generation of ideas, some actions are expected of the creative: generates the ideas having the briefing as a parameter; knows how to moderate its energy according to the demands of works; have close and informal communication with your manager; argue and present the ideas generated. Finally, we highlight that, in a more marked culture, as detected in W3haus, focusing on the autonomy given to employees, this facilitates management work.