Thinking media : exposing creativity at a London media planning agency

Abstract

The world economy has been restructuring itself; the fastest growing industries in the UK arc the Creative Industries. Attracting the best creative minds to London is imperative for the city's economic advantage. We must understand what makes the industry so unique in the present economic landscape in order to ensure its continued success. There is no doubt, that understanding how the best creative work is concieved and produced is paramount. To achieve this, 'Adland' and distinctively a London Media Agency provide the setting for a qualitative case study. The literature review evaluated some of the different approaches to general creativity. This has helped to identify patterns within various academic contributions, and explain the ways media planners negotiated creativity. Further review of the academic and trade press publications on advertising creativity, gave the research a vital background. This research has discovered that the new economy is altering the very structure of advertising. The role of media planner is also changing as dynamically as the business, in response to the need for constant new ideas and solutions. However results showed that the most creative part of the process was not as was expected, limited to actual idea generation sessions. Creative thought was found to be necessary in the whole process of developing one cohesive message, and then above all to clearly communicate it. Media planners were found to be largely unaware that government has labeled the creative industries as the bedrock tor ensuring the country's economic success. They were equally surprised to hear of the concept of the 'creative class'. They do, however sec the bigger picture, and the need for good ideas. The agency as a whole appeared ready to operate as an ideas powerhouse in the marketing arena.