The essential skills of advertising creativity today University vs. professional reality

Abstract

The wide range of possibilities and content offered by the new media to the user is a challenge for advertising creatives, who are forced to generate concepts that capture the diversified attention of the target audience. This reality needs for professional profiles capable of responding successfully to challenges with a high level of requirement and innovation. In order to be prepared, creatives must develop new and more complex skills which allow them to understand the characteristics of their current market and take advantage of the resources available to them to generate content that will seduce audiences. The objective of this proposal, therefore, is to know the trends and professional needs in the creative sector of the advertising so that they can be considered in university teaching-learning processes. To this end, a qualitative methodology is proposed, based on 16 semi-structured interviews with eight creative couples who work in the ten best creative agencies to work according to professionals (Scopen, 2020). The results show that the creative profile demanded is that of a person who is willing, updated, with skills that are reflected in a portfolio and which are acquired through practical training that the university does not offer effectively.