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Previous issue date: 2017-01-13 / This Thesis proposes to analyze the creative management in the creative department of two advertising agencies. The sample for analysis is composed by the agency Paim Comunica??o and W3haus. As a guide to the research, we use five a priori categories: Leadership (Belsky); Creation Process (Carrascoza); Communication (Pentland); Power (Barthes); Culture (Barthes). As an objective, we interpret the managerial process and analyze the evidence of creative management in creative departments. The method, which guide the research, is the Hermeneutics of Depth, and its proposal of threefold analysis composed by Sociohistorical Analysis, Formal or Discursive Analysis and Interpretation and Re- Interpretation. In developing of the Thesis, we work on the concept of Creativity,
the challenges of creative management and its application in Advertising. Also, the relevance of Brazilian Advertising and the dynamics of the creative department. This research is qualitative and, after completing the information collection, through in-depth interviews with two managers and two managed, their speeches are analyzed. We justified the study by the protagonism of the manager in front of its leaders, and by the Brazilian propaganda it is among the most creative in the world. As results of the analysis, we identify that the performance of the manager in the two agencies that compose the sample is significant, adding 14 evidences of their management. These are very varied, since the difference of the professional profiles ended up generating dissimilar evidence. However, one factor that is similar among managers is the power to reconcile and avoid conflicts, due to their ability to listen and dialogue with their teams. A key point, on the part of the
creatives led, is that their main reward is to have the confidence of their manager. This factor reinforces even more the manager's role and how justified it was to evaluate his activity. By observing more directly evidence for the creation and generation of ideas, some actions are expected of the creative: generates the ideas having the briefing as a parameter; knows how to moderate its energy according to the demands of works; have close and informal communication with your manager; argue and present the ideas generated. Finally, we highlight that, in a more marked culture, as detected in W3haus, focusing on the autonomy given to employees, this facilitates management work. / A Tese prop?e analisar a gest?o criativa no departamento de cria??o de duas ag?ncias de publicidade. A amostra para an?lise ? composta pela ag?ncia Paim Comunica??o e W3haus. Como direcionamento da pesquisa, utilizaremos cinco categorias a priori: Lideran?a (Belsky); Processo de Cria??o (Carrascoza); Comunica??o (Pentland); Poder (Barthes); Cultura (Barthes). Como objetivo, interpretaremos o processo gestor e analisaremos as evid?ncias da gest?o criativa nos departamentos de cria??o. O m?todo que guia a pesquisa ? a Hermen?utica de Profundidade, e a sua proposta de tr?plice an?lise composta pela An?lise S?cio-hist?rica, An?lise Formal ou Discursiva e a Interpreta??o e Re- Interpreta??o. No desenvolver da Tese, trabalharemos o conceito de Criatividade, os desafios da gest?o criativa e sua aplica??o na Publicidade. Tamb?m, a relev?ncia da Publicidade brasileira e a din?mica do departamento criativo. Esta pesquisa ? qualitativa e, ap?s o t?rmino da coleta de informa??es, mediante entrevistas em profundidade com dois gestores e dois geridos, s?o analisadas suas falas. Nesse sentido, justificamos o estudo pelo protagonismo do gestor frente aos seus liderados e pela propaganda brasileira figurar entre as mais criativas do mundo. Como resultados da an?lise, identificamos que ? significativa a atua??o do gestor nas duas ag?ncias que comp?em a amostra, somando 14 evid?ncias de suas gest?es. Tais gest?es analisadas s?o muito variadas, visto que a diferen?a dos perfis profissionais acabou por gerar evid?ncias dessemelhantes. Por?m, um fator que se assemelha entre os gestores ? o poder de conciliar e evitar conflitos e a capacidade de escutar e dialogar com suas equipes. Um ponto-chave, por parte dos criativos liderados, ? que sua principal recompensa ? ter a confian?a do seu gestor. Este fator refor?a ainda mais o
protagonismo do gestor e o quanto se justificou avaliar sua atividade. Ao observarmos as evid?ncias mais voltadas para a cria??o e a gera??o de ideias, algumas a??es s?o esperadas do criativo: gerar as ideias tendo o briefing como par?metro; moderar sua energia conforme as demandas de trabalhos; ter uma comunica??o pr?xima e informal com o seu gestor; argumentar e apresentar as ideias geradas. Por fim, destacamos que, em uma cultura mais marcante, como detectada na W3haus, tendo como foco a autonomia dada aos funcion?rios, esta facilita o trabalho de gest?o.
| Identifer | oai:union.ndltd.org:IBICT/oai:tede2.pucrs.br:tede/7173 |
| Date | 13 January 2017 |
| Creators | Mano, Vin?cius |
| Contributors | Ramos, Roberto Jos? |
| Publisher | Pontif?cia Universidade Cat?lica do Rio Grande do Sul, Programa de P?s-Gradua??o em Comunica??o Social, PUCRS, Brasil, Faculdade de Comunica??o Social |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/doctoralThesis |
| Format | application/pdf |
| Source | reponame:Biblioteca Digital de Teses e Dissertações da PUC_RS, instname:Pontifícia Universidade Católica do Rio Grande do Sul, instacron:PUC_RS |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | -1227240851921518482, 600, 600, 600, 7651647212179642901, -4056021055502874573 |
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