Creativity identity in Colombia: the advertising creatives’ perspective

ABSTRACT

This exploratory paper analyses 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 collected. Findings suggest the Colombian creative identity is under construction. This identity is influenced by the broader Colombian social context including the unique business characteristics of the country's communications industry, the level of economic hardship experienced by the population, and the actual social conflict lived situation. These findings extend the Systems Model of Creativity to include social hardships and industry level characteristics. Several practical implications not only in relation to Colombia, but also the broader global advertising industry are presented.

KEYWORDS:

• Advertising
• awards
• creativity
• identity
• interviews
• creative identity

Acknowledgment

This study was funded by a research grant from Facultad de Administración, Universidad de Los Andes (Colombia). The authors would like to thank Camilo Gonzalez who designed the final publication quality Figures 1 and 2.

Disclosure statement

No potential conflict of interest was reported by the authors.

Notes

1. Trucho is an advertisement that comes from a personal creative impulse of the creative and not a specific brief request. This communication is created for the sole (or principal) purpose to participate and win an advertising award (Avila 2015).

Additional information

Funding

Facultad de Administración, Universidad de Los Andes (Colombia).

Notes on contributors

David Roca

David Roca is an associate professor of advertising and director of the Digital Strategy and Creativity Master Degree at Universitat Autónoma de Barcelona (Catalonia, Spain). He earned his PhD degree from Universitat Autónoma de Barcelona. David's scholarly work focuses on advertising creativity. David's published work includes articles on: lack of women in creative departments, creativity in digital agencies, creative briefing in advertising, creativity in public relations, etc. He is in charge of advertising and public relations bachelor students' training programs at agencies.

Bradley Wilson

Bradley Wilson is currently an associate professor of communication, Brand and Urban Creative Cultures with an interest in advanced theories and methods as they pertain to communication, branding and consumer behavior.

Andres Barrios

Andrés Barrios is currently an associate professor of marketing. His research analyzes marketing strategies for solving the intersection between poverty, sustainability, and social conflict.

Omar Muñoz-Sánchez

Omar Muñoz-Sánchez is an associate professor at the Advertising School, Universidad Pontificia Bolivariana, Colombia. He is the director of the Advertising Research Group - Epilión. He has written the books: La planificación de cuentas (2017), El pensamiento estratégico (2014) y La estrategia: génesis y éxodo de un concepto hacia la publicidad (2010). In 2006 he was nominated as the best advertising professor of Colombia by the magazine Publicidad y Mercadeo.