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A integração da diversidade nas equipes criativas das agências de publicidade
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Partindo da ideia de que a diversidade de pensamento pode se
tornar uma arma poderosa em uma indústria que existe para se
comunicar com consumidores de todas as origens, esta
pesquisa analisa os impactos da integração da diversidade nas
equipes criativas de agências de publicidade. Esta assenta-se
no pressuposto de que a falta de diversidade interna entre os
integrantes das equipes criativas se torna uma desvantagem
para as agências de publicidade e aumenta a possibilidade de
criação de campanhas que não conseguem criar conexões
significativas com os segmentos de consumidores e dão
chances a problemas de negócios e crises difíceis de gerir para
as marcas. A metodologia adotada segue dois tipos de
pesquisa: qualitativa e quantitativa. A abordagem qualitativa
materializou-se com a realização de entrevistas com
profissionais ligados à tomada de decisão dentro das agências
de publicidade em Portugal, com o intuito de compreender
como estão relacionando suas equipes criativas com a
diversidade e o que é tido em consideração nesse momento.
Posteriormente foi adotado o método quantitativo, que se
materializou com a elaboração de um questionário online, a
partir do qual foi possível averiguar como avaliam o grau de
importância e influência da diversidade em um contexto
específico como o das equipes criativas das agências de
publicidade em Portugal. Concluiu-se que a integração da
diversidade nas equipes criativas das agências de publicidade
pode ser relevante, importante e influente para o processo
criativo através de diversos impactos a níveis mercadológico e
social. Esta dissertação fornece dados relacionados à relação
existente entre a diversidade das equipes e a criatividade por
estas desenvolvida no setor da publicidade, buscando, assim,
contribuir para o desenvolvimento de processos consistentes
que impulsionem mudanças no setor da publicidade,
principalmente em relação à composição de suas equipes
criativas.
Starting from the idea that diversity of thought can become a powerful weapon in an industry that exists to communicate with consumers of all backgrounds, this research analyzes the impacts of integrating diversity in the creative teams of advertising agencies. This is based on the assumption that the lack of internal diversity among members of creative teams becomes a disadvantage for advertising agencies and increases the possibility of creating campaigns that fail to create significant connections with consumer segments and give chances to business problems and hard-to-manage crises for brands. The methodology adopted follows two types of research: qualitative and quantitative. The qualitative approach was materialized by conducting interviews with professionals involved in decision-making within advertising agencies in Portugal, in order to understand how their creative teams are relating to diversity and what is taken into account at that time. Subsequently, the quantitative method was adopted, which materialized with the development of an online questionnaire, from which it was possible to ascertain how they assess the degree of importance and influence of diversity in a specific context such as the creative teams of advertising agencies in Portugal. It was concluded that the integration of diversity in the creative teams of advertising agencies can be relevant, important, and influential for the creative process through different impacts at the market and social levels. This dissertation provides data related to the relationship between the diversity of teams and the creativity developed by them in the advertising sector, thus seeking to contribute to the development of consistent processes that drive changes in the advertising sector, especially in relation to the composition of their teams. creative teams.
Starting from the idea that diversity of thought can become a powerful weapon in an industry that exists to communicate with consumers of all backgrounds, this research analyzes the impacts of integrating diversity in the creative teams of advertising agencies. This is based on the assumption that the lack of internal diversity among members of creative teams becomes a disadvantage for advertising agencies and increases the possibility of creating campaigns that fail to create significant connections with consumer segments and give chances to business problems and hard-to-manage crises for brands. The methodology adopted follows two types of research: qualitative and quantitative. The qualitative approach was materialized by conducting interviews with professionals involved in decision-making within advertising agencies in Portugal, in order to understand how their creative teams are relating to diversity and what is taken into account at that time. Subsequently, the quantitative method was adopted, which materialized with the development of an online questionnaire, from which it was possible to ascertain how they assess the degree of importance and influence of diversity in a specific context such as the creative teams of advertising agencies in Portugal. It was concluded that the integration of diversity in the creative teams of advertising agencies can be relevant, important, and influential for the creative process through different impacts at the market and social levels. This dissertation provides data related to the relationship between the diversity of teams and the creativity developed by them in the advertising sector, thus seeking to contribute to the development of consistent processes that drive changes in the advertising sector, especially in relation to the composition of their teams. creative teams.
Descrição
Palavras-chave
Equipes criativas Processos criativos Indústria publicitária Criatividade Gestão da diversidade