Challenges in the Creative Process within Romanian Advertising Agencies: Obstacles and Solutions

The creative industry daily faces genuine challenges in their work when it comes to advertising and meeting client’s demands. Besides, technology and the necessity of updating creativity resources urge on new approaches during campaigns, at least in creative department. Extrinsic and intrinsic motivation stand for essential aspects in challenging new resources of creativity in a field where copywriters and art directors unfold incredible sensitive messages following strong and relevant insights. The present paper aims to point out the difficulties and opportunities of creative work in any advertising agency, by exploring the purpose, the barriers and the chances of this activity in the context of a complex relationship between client-brand management-consumers. One could perhaps say that these employees are just gifted people able to simply follow some instructions given by the planning department. Actually, they have their own psychological and even social barriers or engines, which represent challenges. Therefore, we have investigated these issues by conducting semi-structured interviews based on their creative experiences in both cases, as juniors and seniors, respectively. The data collected via semi-structured interviews are investigated by using content analysis. This work is licensed under a&nbsp;Creative Commons Attribution-NonCommercial 4.0 International License.</p

The Mentoring Relationship in an Advertising Agency: Mentors Training Mentees

Advertising work meets significant challenges in terms of hiring young professionals that should properly match the job description due to the permanent progress in this field. Therefore, in spite of the academic background, the portfolio, and the training hours, young professionals need to be mentored for a while in order to adapt to labour market. The relationship between juniors and seniors might be difficult unless the latter understand and help them systematically. This paper aims to present obstacles and necessity of mentorship in an advertising agency from juniors’ perspectives, when meeting seniors’ attitude towards their young teams or when achieving their first tasks. Therefore, this research is conducted by using two complementary methods. Firstly, 9 focus groups were organized by interviewing students between 2017 and 2020. A second method is represented by a survey applied to juniors working in full-services and specialized agencies. Practically, this study means to emphasize the need for mentorship, expressed even at the end of Bachelor or Master studies, on the one hand, and the manner this has changed when respondents were hired in agencies, on the other hand. This survey leads to a very simple idea: young professionals require a short time of transition from the academic to the labour responsibility, especially in this field where only knowledge is not enough.  This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.</p

Connecting Stories: Telecommunication Brands, their Narratives and the Paradigm in Mobile Phone Advertising

This paper considers the narratives in mobile phone commercials during a period of unprecedented market expansion. How was the fastest growing global sector in 2012 sold to consumers in different countries and cultures, and how have mobile brands, that differentiate themselves on service personality, conveyed their uniqueness within different global markets? The following research identifies regional characteristics in genres of mobile telecommunications advertising, including motivations and modes of address deployed for different geographic territories. By tracking narrative patterns through a significant sample of mobile commercials we have chartered the variety of message types, identified how brands have used localised customer insights and adjusted to regional variations. Conclusions highlight storytelling techniques used within glocal creative strategies of multinational campaigns, plus the nuances and patterns of targeted and generic campaigns. [ABSTRACT FROM AUTHOR

Connecting Stories: Telecommunication Brands, their Narratives and the Paradigm in mobile phone advertising

This paper considers the narratives in mobile phone commercials during a period of unprecedented market expansion. How was the fastest growing global sector in 2012 sold to consumers in different countries and cultures, and how have mobile brands, that differentiate themselves on service personality, conveyed their uniqueness within different global markets? The following research identifies regional characteristics in genres of mobile telecommunications advertising, including motivations and modes of address deployed for different geographic territories. By tracking narrative patterns through a significant sample of mobile commercials we have chartered the variety of message types, identified how brands have used localised customer insights and adjusted to regional variations. Conclusions highlight storytelling techniques used within glocal creative strategies of multinational campaigns, plus the nuances and patterns of targeted and generic campaigns