Creatives talk technology: exploring the role and influence of digital media in the creative process of advertising art directors and copywriters

Abstract

ABSTRACTThe everyday work practices of advertising art directors and copywriters are being transformed by digital media technologies. While there has been a long-term scholarly interest in the nature of the creative process in this professional context, it has yet to be combined with an examination of digital practices. To investigate this relationship, this article draws upon a qualitative study that explores practitioner perceptions of their creative process and the role of digital media technologies in the development of creative concepts for new advertisements. Analysis of interviews with Australian art directors and copywriters reveals digital media are widely used within the creative process as research tools and sources of inspiration, yet many participants are wary of the influence of these technologies on their work. Interpretation of these perceptions using the system model of creativity and literature on algorithmic gatekeeping provides insight into how digital media, particularly those with search functions, both enable and constrain advertising creativity. The article argues that while digital media provide convenient access to information about the field and domain in which practitioners operate, the personalisation algorithms applied by search-based platforms are simultaneously capable of limiting access to qualitatively diverse sources of knowledge and inspiration.