It is in the creative department that the idea takes shape until it becomes the piece that will boost the client’s business.
An advertising agency is structured into departments, each of which has a strategic function – that is, they have a determining role in ensuring that the work flows. Service, media, planning, HR and finance form the foundation of an agency. However, what actually gives the identity, what defines the profile, the “brand” of the agency in the market – including competitors and clients – is, without a doubt, creation.
It is during creation that the brief arrives and the idea takes shape until it becomes the product that will boost the client’s business.
Normally the writer works together with the art director, forming the famous “creative duo”. The creative is the one who has the “insight” of the idea that will give final form to the advertising piece. Copywriters work with the creation and review of texts for campaigns, advertisements, blogs, social networks and any and all advertising pieces.
“The writer is fundamental in this process because his role is not simply to write texts, but rather to tell stories, whether through video scripts, program schedules and reality shows or through ideas that escape traditional media, a constant demand in agency”, explains Carol Rosa, CCO at Jones.
With the advancement of digital media, creative professionals are increasingly using these tools to help carry out their work. “In the creative process we rely on the tools Adobe Firefoy, Midjourney, ChatGPT and Stable Diffusion to boost our imagination and help materialize our ideas. Artificial intelligence is increasingly part of people’s daily lives, and in the field of creation it is no different. But we always have to remember that AI is a tool and not the creator itself. Ultimately, creativity is a unique human ability. But, without a doubt, AI came to assist creative processes and is even part of the actions, facilitating the generation of insights, optimizing the workflow and expanding creative possibilities. But we can use AI not only for the creative process, but also in initiatives that use it in their performances. We have the Vivo case ‘The autistic journey’, which uses artificial intelligence to personalize cards for interaction with autistic people; or even ‘ChatBOT’, from Sadia, says Joanna Monteiro, co-CCO of Africa Creative.
Joanna says that, until last year, the creative area was exclusively led by Sergio Gordilho. However, this year, the agency underwent a restructuring to adopt a shared leadership model, inspired by the DPZ format of the 1990s. “This modern leadership model emphasizes a commitment to creative excellence, without losing independence of opinions. Today we have four contemporary Africas within Africa Creative: Nico Bergantin, Mariana Sá, Angerson and I are responsible for leading each one.
We have a very well-structured operations area and our own accounts division, always aligned with Gordilho and Santoro’s vision. Our strategies are always focused on creative excellence and structured based on the needs of each client.”
Joanna says that creativity is part of Africa Creative’s DNA. “It’s no surprise that there is creativity in the agency’s name. It is a constant that defines and drives us. Africa is a very restless agency, which is constantly evolving. We are constantly reinventing Africa Creative. But, if there is one thing that has never ceased to exist, and with each passing year it becomes stronger and stronger, it is our creative ambition. Creative consistency is our hallmark and all of our collaborators share this unique African DNA. They are professionals who continually raise the levels of creative excellence, fueling our passion for innovation and originality”, concludes Joanna.
At DM9, the creation of the agency is divided into four groups that have complete autonomy. There are complete structures in each group with ECD, CDs and pairs working together on writing, design, social and PR. “The focus is always on the idea and not the function of each department. Here at DM9 we always talk about working like a lasagna. In lasagna you don’t separate the sauce, the pasta, the cheese… It’s all together, one thing, a lasagna. Our obsession is with having ideas that are impossible to ignore”, says Icaro Doria, co-president and CCO of the agency.
DPZ, an agency that in recent decades has become known as a breeding ground for great creatives, such as Washigton Olivetto, Marcello Serpa and Nizan Guanaes, among many others, today has talents with profiles, visions and expertise that are radically different from each other, which multiplies creative possibilities , whether in social media, branded content, technology projects, 360 campaigns and performance campaigns.
“In the structure, we have creative directors at the head of their teams”, says Fábio Mozeli, VP of creative at the agency, who adds, “all working integrated with our content director and our production director, all reporting to the vice-presidency of creation. In addition, we have the Power of One model, from Publicis Grupe, which connects specialists in plug and play mode, according to the demand and objective of the project. Having creatives, content writers, producers and other professionals with such different characteristics contributing together, in a more horizontal structure, avoids the conveyor belt operation and helps us find better and more agile solutions, both creative and in execution.”
Regarding the agency’s creative DNA, Mozelli says it is about creating iconic ideas that build strong brands, transform businesses and become part of popular culture. “This was and continues to be the DNA of DPZ. It is Waze that shows us the way, from a social activation to an AI project. In fact, DPZ’s DNA remains relevant because it is directly linked to DPZ’s ability to reinvent itself.”
Read the full article in the May 13, 2024 edition
(Credit: Photo by Rohan Makhecha on Unsplash)
