Creativity identity in Colombia: the advertising creatives’ perspective

Abstract

This exploratory paper analyzes the way in which context influences advertising creativity practices. To establish the role of context this paper utilized both Social Identity theory and Systems Model of Creativity. Twenty four in-depth interviews with top Creative Directors of the main advertising agencies in Colombia (Latin America) were performed to discover if there is a country Creative Identity. Data suggests there is an identity of sorts but this is still under construction. However, some facets of a Colombian creative identity and the way in which Directors´ perceive differences in creativity identity also emerged. A key contribution of the paper is to establish the influence of the broader Colombian social context on shaping the overarching creative identity including the unique business characteristics in the Colombian communications industry. These findings extend the Systems Model of Creativity to include social hardships (e.g., within the socio economic environment), and also incorporate industry level characteristics (e.g., a vast number of conservative and risk adverse clients). These factors contribute to a developing identity. These results when reflected on against the Systems Model of Creativity highlight several practical implications not only in relation to Colombia, but also the broader global advertising industry.

Future Directions for Advertising Creativity Research

“…Given the difficulty in evaluating creative ideas ex-ante, creativity often involves taking a risk (O'Connor et al 2016;West 1999). Clients need to trust their agencies for a risky idea to be accepted (Bilby, Reid and Brennan 2016;Roca et al 2017;Wang et al 2013).…”

Potenciando la creatividad en lo social Una perspectiva holística en medio de circunstancias complejas

“…Ahora bien, si consideramos que la creatividad y la estrategia son conceptos que desarrollan los individuos de una cultura y que permiten "medir la producción intelectual de un pueblo" (Branda, 2005, p. 60), también es cierto que forman parte histórica y política en la construcción de su identidad. Será porque la creatividad requiere de un contexto más amplio, como lo expresan Roca et al (2017): "… macro level factors influence individuals ' creativity, such as a country, national, social, economic, and cultural elements" (2017, p. 833). Es correcto pensar que las formas particulares en que se abordan los conceptos de creatividad en cada cultura permiten que se hable de países con estrategias nativas; estos rasgos identifican a una comunidad y, como tal, se trata del "devenir histórico, la experiencia cotidiana que construye la identidad" (Branda, 2005, p. 61).…”

Eatertainment and thematic restaurants in Medellin. An experiential construction for consumers from the creative and cultural industries/companies

“…Tangible Continuing with this entity, developed countries are seeing a positive on their economies through the strengthening of these productive activities, which are based on creativity and intellectual property; therefore, tend to further advance them in their future strategies and economic policies. In addition, because creativity is affected by the individual environment, as exposed by Roca, Wilson, Barrios & Muñoz-Sánchez (2017): «The individuals´self-construction influences their behaviour across the different social domains in which they reside» 12 .…”