Creative Department Research Articles

Integral indicator of academic and methodological priorities at the creative department

Integral indicator of academic and methodological priorities at the creative department

RANCANG BANGUN APLIKASI PERSEDIAAN KAIN BERBASIS WEBDENGAN METODE REORDER POINT (ROP) DI DEPARTEMEN KREATIF PT. INDO PACIFIC

: PT. Indo Pacific is a private company operating in the textile sector, where in the creative department of PT. Indo Pacific requires inventory data on goods allocated for fabric inventory which is useful for controlling the company's existing fabric inventory. The inventory system in a company plays an important role because inventory can simplify or expedite work in managing stock data. The data collection system in the creative department still uses handwriting so that the data reports presented are very ineffective and require quite a long time to complete, and there is often a buildup and reduction in stock of fabric that runs out and is not known to employees. Therefore, we need a web-based data processing application with the Reorder Point method which is expected to facilitate fabric data collection in the creative department. And this application was built using the Reorder Point (ROP) method with a feature of displaying stock quantities less than 10 meters or yards which functions to prevent shortages of fabric which could cause delays in fulfilling customer requests. designing an application using UML (Unified Modeling Language) and research methods using the SDLC waterfall method. The final result of this research is the development of a fabric inventory data collection application in the creative department of PT. Indo Pacific.

Promoting the Development of Creative Management in Uzbekistan

This article argues that the creative department should be fully focused on the full disclosure of the creative potential of the people of the Republic of Uzbekistan. The goal of creative management is to generate new ideas and find new solutions for the success of the country, company and organization in various fields.

Educational export: science-intensive preference of the training module in the creative department

Educational export: science-intensive preference of the training module in the creative department

Struggling to Achieve High Creative Standards in Romanian Advertising Industry

The creative industry daily faces genuine challenges in its work when it comes to advertising and meeting clients’ demands. Indeed, technology and the necessity of updating creativity resources urge on new approaches during campaigns, at least in the 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 incredibly sensitive messages based on 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 prospects of this activity in the context of a complex relationship between client and agency, brand and consumers. One could perhaps say that copywriters are just gifted people able to simply follow instructions given by the planning department. Actually, they have their own psychological and social barriers, which represent real 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.

Redesign and upcycling – a solution for the competitiveness of small and medium-sized enterprises in the clothing industry

The paper aims to open a new field of research applicable to small and medium enterprises in the clothing industry, namely, the focus on new product design by increasing the efficiency of fabric use and recycling and a value chain perspective that concentrates on downstream in the chain. The main objective of this paper is to present how small and medium-sized enterprises (SMEs) in the clothing industry can achieve a competitive advantage by using a sustainable approach. This study provides useful solutions for understanding the product development processes for fashion to rethink, reuse or upcycle the waste in the production stage. We propose a better connection between different links of the value chain: design, production, marketing to create fashion items so when possible, this waste to be used to make new products and highlights the advantages of implementing this solution. Sustainable production can be a way of gaining a competitive advantage. This strategy can be successful by integrating the vertical value chain by strengthening the creative department, fashion design, and involvement in marketing and sales. In the clothing industry, the strategy of integrating design and retail can lead to a more flexible design process and, therefore, to an increased product performance.

Female Representation among Advertising's Creative Elite: A Content Analysis of the Communication Arts Advertising Annual

Abstract: This study examined issues of the Communication Arts Advertising Annual in 1984, 1994, 2004, and 2014 to assess women's inclusion among award winners, which represent the upper echelons of the advertising industry's creative ranks. Findings showed that women have token status, as they represented 7% of all creative award winners in 1984, 11% in 1994, 6% in 2004, and 11% in 2014. Creative women in advertising have not made much progress toward equity in the past 30 years. This has implications for the ads that get made, the culture of the agency creative department, and the career prospects of advertising students. This also demonstrates a continuing disconnect between female consumers and the agency personnel developing the advertising targeting them.

Bureaucracy Accountability in Public Administration at Creative Economy and Tourism Department of Makassar in Indonesia

This study aimed at determining and analyzing the determinant factors that affected the implementation of bureaucratic accountability in public administration at creative economy and tourism department of Makassar. This study applied a qualitative method with phenomenological approach. The data were collected through observation, interviews, documents, online data searches and FGD. Data sources of the research informants namely Secretary at the tourism department, the head of tourism business development division, head of promotion and tourism marketing division, head of human resources development and public participation division, tour guides, members of PHRI Makassar, staffs of cultural heritage, tour and travel agents and academic. While, the data analysis was qualitative analysis through interactive model of Miles and Huberman (2009). The research result showed that accountable public administration must be supported by professional human resources, high public trust, and good cooperation with other parties. It must be also supported by adequate facilities based on needs and competitive travel. DOI: 10.5901/mjss.2016.v7n5p343

How being female impacts learning and career growth in advertising creative departments

Purpose – In the male-dominant creative industries, do men and women have access to the same resources for career learning and development? The purpose of this paper is to examine women’s perspectives of their career trajectories in advertising creative departments. Design/methodology/approach – Situated learning theory views learning as produced through interaction with and increasing participation in a community of practice. Interviews were conducted with 19 female creatives to examine two research questions: first, how do women develop identities as creative practitioners within the male dominated advertising creative department? and second, how are women’s learning trajectories influenced by their gender? Findings – Gendered expectations affected the type of work women were supposed to produce, their ability to sell work, and the types of assignments they received. Women lacked legitimacy and experienced difficulties developing an identity as a master practitioner. They instead emphasized parts of their identity unrelated to the profession. Research limitations/implications – Women were unable to develop identities as full members of the community of practice. The identity formed in conjunction with work was that of a person with lesser talents, fewer opportunities, and less valued contributions, causing them to exit the field or seek positive identity from places other than work. Originality/value – This study was the first study that the authors are aware of to examine empirically the relationship between situated learning theory and gender. It provided evidence from women’s perspectives that gender restricted access to material for forming a positive work-identity, which impeded learning as women realized and accepted they were on a different trajectory than similarly-situated males.

A smartphone-optimized web site for conveniently viewing otolaryngology journal abstracts.

Access to the medical literature has not kept pace with the mobile revolution. We aimed to (1) gauge interest in a smartphone-optimized Web site for conveniently accessing otolaryngology literature and (2) create an easy-to-access and convenient Web site that displays otolaryngology journal abstracts in a format optimized for smartphones. A survey was sent to physicians of a major US academic otolaryngology-head and neck surgery department. Demographics, literature-browsing habits, and barriers to staying updated were assessed. The response rate was 87%. Ninety-one percent of respondents used a smartphone, and 85% wished they could stay more up to date with the otolaryngology literature. Most respondents believed a convenient smartphone-optimized Web site could help them achieve this goal. A Web site was then developed in collaboration with a university creative department as a proof of concept. The site uses a simple RSS aggregator to display journal abstracts formatted for smartphone-sized screens (www.otosurg.com).

The construction of gender and creativity in advertising creative departments

PurposeThe purpose of this paper is to examine female creatives' perceptions as to why there are so few women working as creatives (art directors, copywriters, and creative directors) in advertising.Design/methodology/approachInterviews with 21 female creatives provided insights into reasons for underrepresentation. Inductive coding was used to allow themes and categories to emerge from the data. A social constructionist interpretation was used.FindingsSince both gender and creativity are socially constructed, doing gender in the masculine creative department impeded progress and job satisfaction for women. Because women were held accountable both to the norms of the masculine field and to the norms of femininity, their performance suffered as they tried to succeed in an inequitable system.Originality/valueThis paper examines how being a woman operating within a masculine paradigm might be especially difficult in creative fields. Because creativity is constructed based on mostly male gatekeepers using masculinity as a model, women are devalued and unable to influence the field of gatekeepers.

The Spanish advertising industry and female advertising professionals:A gendered view of the creative department

The aim of this study was to analyse female participation among creative advertising professionals who worked on top advertising campaigns between 2004 and 2008 (according to the Spanish advertising trade press). A total of 581 advertising campaigns were reviewed. This study found evidence of horizontal and vertical segregation in the advertising industry. Female advertising practitioners were under-represented in industry accolades. The lowest female participation was found in the creative department, while women outnumbered men in the account and the media services departments. Segregation was found in job positions and team composition and gender division was encountered in the account categories creatives were working in. This study suggests that female creatives occupy lower job positions than men and are less involved in the decision-taking process of the final advertising products.

Bringing order to the creative department using metadata-driven workflows

For creative agencies, the biggest obstacles are the processes and workflows that are needed to move files from concept through layout to final produced product. Metadata-driven workflows provide a way to do this without interfering with the creative process that is essential to making a great product. Digital asset management systems are now cost-effective for agencies of all sizes and provide more than just a gallery of files. Using metadata from those files to shepherd them through the creative process can actually fix real-world problems and help save time and money.

An Information Services Inspired Framework for Assessing Scientific Book Quality

Scientific book quality is two-fold in terms of an intangible and a tangible aspect. Traditionally, an editor reads and assesses the quality characteristics of the manuscript. Considering the book as an object, quality focuses on the publishing production process and workmanship. The above include a wide number of services and operations involving publishers, authors, the editorial department, the creative department, etc. The advent of scholarly communication and self-publishing would benefit from an objective and measurable book quality assessment framework. This paper addresses a number of challenging issues, such as definition and quantification of quality in scientific books. The paper examines services and techniques which can be used to reduce the cost of scientific manuscript assessment and increase objectivity. The information services inspired framework supports the review process in which an expert engages the assessment of a manuscript.

Mad Men Unbuttoned: A Romp Through 1960s America by Natasha Vargas-Cooper

Men Unbuttoned: A Romp Through 1960s America Natasha Vargas-Cooper. New York: Collins Design, 2010. Men is paperback adaptation of Natasha Vargas-Cooper's popular blog, Footnotes of Men, which has since been renamed Mad Men Unbuttoned after this just published volume. As was the case with the blog, this book is inspired by the celebrated AMC series, Men (2007-present). Supported by small group of Web collaborators (primarily comprised of Angela Serrature who is credited as an historian, Megan Lubaszka as an architect, and Natasha Simons as writer) Vargas-Cooper authors sixty-three of the seventy-three mini-essays across nine broadlyconceived chapters that refer in one way or another to an incident,? character, setting, or prop from the program (such as the Kennedy assassination, Conrad Hilton, Greenwich Village, or the ubiquitous cigarette, among many other examples). The ten other entries are composed by eight additional guest contributors including the aforementioned Lubaszka and Simons along with personal remembrance of Ann-Margret by Carol Diehl that is worth noting. general, Men is blog-like in its organization in that all of the chapters are interconnected thematically, but none are more important than any of the others, and together they really don't build toward conclusion or deeper understanding of the series or the era in any substantive way. For instance, chapter 1, Ads and the Men Who Made Them, is the largest section of the book containing seventeen mini-essays that introduce some of the leading advertising figures of the 1950s and early 1960s (such as Leo Burnett, David Ogilvy, and George Lois) as well as number of iconic products from the times (such as American Airlines, Polaroid, and Maidenform undergarments). Following suit in short order are Chapter 2, Style (seven entries); Chapter 3, Working Girls (six); Chapter 4, Sex (ten); Chapter 5, Smoking, Drinking, Drugging (four); Chapter 6, D?cor (six); Chapter 7, Literature (six); Chapter 8, Movies (seven); and Chapter 9, In Progress (ten). Viewers of the show will recognize all of the individual subjects that are covered and how each has played some role in the Men narrative at various times during the first three seasons, but the seventy-three agenda items are neither exhaustive nor cumulative in providing more complete picture of the program or the time-frame in which it is set. Nevertheless, Vargas-Cooper's observations can sometimes be insightful if also somewhat debatable. For example, she employs Leo Burnett to contend that Don Draper is a disciple of his Chicago School of advertising: homespun, straightforward, familiar; and to assert that Burnett's creative department head, Draper Daniels, was the model for Don Draper. …

The creative code

A study investigated the phenomenon, called the creative code, which is a collection of implicit theories about an advertising agency’s creative product that are held by people within a creative department. A foundation was built upon organisation-culture theory. Evidence in literature supported the conceptualisation of the construct. Personal interviews with creative personnel at a midwestern US advertising agency found evidence for a creative code and its components, sources, conditionality and consequences. The study implies that a creative code should be considered as an independent or dependent variable in research about advertising creativity. Client and agency managers and creative employees also may benefit from being more cognisant of the creative code that exists within agency organisations.

The Role of the Graphic Artist in an Advertising Agency

This paper focuses on the role of the Graphic Artist in an AdvertisingAgency. Ever since the use of the computer as a design tool in theadvertising industry, the place of the Graphic Artist has been contentious. It is on this backdrop that the writer tends to highlight the enormous role and the indispensability of the Graphic Artist in an Advertising Agency. With a review of a number of literatures, the subject content of both Graphic Arts as a discipline and the Evolutionary Trend of the Advertising Agency were clearly stated. The findings reveal that the Graphic Artist’s functions come under the creative department in the organizational structure of theAdvertising Agency. He translates the broad outlines into ideas foradvertisements producing visual concepts, slogans, copy and storylines forall media and for support materials. By and large, the Graphic Artist is aformidable force to contend with in the realization of the stated goals of theAdvertising Agency in any economy.

Creative women in advertising agencies: why so few “babes in boyland”?

PurposeThe purpose of this paper is to explore reasons why there are so few women in creative departments of advertising agencies and to discuss what impact that might have on the work environment of those creative departments and advertising messages they create.Design/methodology/approachProvides a review of published research and plus opinions of professionals who cover the advertising industry or work in agency creative departments. Personal observations from the authors' time working in the advertising industry are also included.FindingsThemes gleaned from the literature look at the gender gap, the creative department of advertising agencies as an “old‐boys network,” reasons why women leave creative jobs, and why advertising targeting women as consumers is so bad.Practical implicationsWomen opt out of advertising agencies for any number of reasons – more than just having babies. Keeping women's voices in creative departments would give a better balance to the messages agencies create.Originality/valueChanging creative departments to be more accommodating and flexible to women's needs might not only make them better for women, but also better for men and for families. In addition, the messages from those creative departments may be more compelling to consumers.

Influencia de los factores humanos sobre la creatividad en las agencias de publicidad

Creativity is a key factor in the advertising industry since it determines directly the quality of the services provided by agencies. The goal of this paper is to analyze the impact that a series of variables under the control of the creative director in advertising agencies have on creativity. More concretely, we study the effects on the level of creativity achieved in the agency of the configuration of the creative team, the motivation devices used and the management of the conflicts emerging in the creative department. This paper uses information from personal interviews conducted in a sample of creative directors in the most important Spanish advertising agencies.

“Do the Right Thing:” Diverging Effects of Accountability in a Managerial Context

The need to justify one's decisions is a signal characteristic of decision making in a managerial environment. Even chief executives must communicate reasons for their actions. Yet, despite a significant amount of laboratory research on the effects of accountability on decision making, few studies have attempted to assess what affects accountability might have outside the lab for actual managers. In this paper, we use as subjects actual members of the professional account, research, and creative staffs of several advertising agencies in an experimental simulation of an advertising copy meeting. We demonstrate that accountability effects in complex, managerial decision contexts diverge considerably from those found in the lab. In particular, we find that accountability does not always lead managers to emphasize the most “objectively” accurate information, but instead can also encourage emphasis on information which is socially acceptable to the manager's key “constituencies” (those to whom they feel accountable, see Tetlock 1991). The social constituencies of accountable managers within a single organization can differ significantly. For example, members of an advertising agency's account service or research departments are likely to favor the quantitative, analytical decision styles of their supervisors, while members of the same agency's creative department are likely to favor empathy and personal judgment. Requiring managers with different constituencies to justify their responses can cause “policy bolstering,” the tendency to favor a process of decision making particular to one's own constituency. Thus accountability may sometimes make it more difficult for a diverse group to reach a consensus, and may not have the desired positive impact on decision quality. In an experiment simulating an advertising copy meeting, we first solicited managers' private judgments of 12 ads, then presented them with research data and asked each of them to make numerical predictions of how much consumers would like each ad. The experiment manipulated the diagnosticity of the available research and the degree to which managers expected to be held accountable for their predictions. We used hierarchical linear regression to analyze the results. Hierarchical linear regression allows us to estimate simultaneously a within-subjects model capturing individual weighting coefficients for private judgment and research, and a between-subjects model of the effects of department membership and experimental conditions on these judgment-policy weights. This analysis also controls for the varying degrees of precision in the within-subjects estimates, as well as for correlations between the within-subjects weighting coefficients. Key Findings. 1) Accountability had different impacts on the weighting schemes of members of account services and creative departments. Accountable research/account staff weighed research more in making their predictions than nonaccountable research/account staff. Accountable creatives, on the other hand, actually weighed research less than did nonaccountable creatives. 2) Because accountability caused subjects to attend assiduously to the research, the weight given private judgment reflected whether the data was diagnostic of the problem at hand. Accountable subjects presented with low-diagnosticity research reacted by emphasizing private judgment more heavily. 3) Accountability increased confidence in predictions; this effect was not dependent on the accuracy of subjects' predictions. Managerial Implications. We provide several suggestions and observations regarding current managerial practices, which may improve the impact of individual accountability on decision making.