台灣廣告代理商創意總監職能研究

Abstract

As the global economy expands, so does the expansion of major multinational advertising agencies for corporations are going increasingly global and taking their advertising agencies with them. In Taiwan’s case, the advertising agencies are highly globalized with the proof that not only most of major players are multinational agencies, but also present the leading ones. These multinational advertising agencies also spent relatively higher training expense on developing talents, groups of knowledge worker. This study selected a significant role in advertising agency --- creative director, the leader for creative production team, to research the competencies needed at this position. By identifying the competencies for creative director, this study is aimed to picture a frame for multinational advertising agencies to follow up on developing talents to be creative directors. Competency modeling is a process of defining the skills, knowledge, and attributes that performers need to be successful. However, unlike competencies defined in job-based organization, competencies for knowledge workers in organic organization should be presented as clusters to illustrate a dynamic process of major functions instead of specific tasks. Therefore, this study has identified five major clusters --- creativity management, project management, people development and client relations and the other competencies, which are needed accordingly for creative directors of advertising agencies in Taiwan. Therefore, this study is aimed to identify the competencies of creative directors based on a qualitative method of exploratory research. In addition, a multiple case study is the approach of the study as the more and diverse samples can give a clearer picture of reality we are concerned. By implementing this approach, the study basically utilized the technique of interview to acquire a broad, extensive, and in-depth collection of data.

As the global economy expands, so does the expansion of major multinational advertising agencies for corporations are going increasingly global and taking their advertising agencies with them. In Taiwan’s case, the advertising agencies are highly globalized with the proof that not only most of major players are multinational agencies, but also present the leading ones. These multinational advertising agencies also spent relatively higher training expense on developing talents, groups of knowledge worker. This study selected a significant role in advertising agency --- creative director, the leader for creative production team, to research the competencies needed at this position. By identifying the competencies for creative director, this study is aimed to picture a frame for multinational advertising agencies to follow up on developing talents to be creative directors. Competency modeling is a process of defining the skills, knowledge, and attributes that performers need to be successful. However, unlike competencies defined in job-based organization, competencies for knowledge workers in organic organization should be presented as clusters to illustrate a dynamic process of major functions instead of specific tasks. Therefore, this study has identified five major clusters --- creativity management, project management, people development and client relations and the other competencies, which are needed accordingly for creative directors of advertising agencies in Taiwan. Therefore, this study is aimed to identify the competencies of creative directors based on a qualitative method of exploratory research. In addition, a multiple case study is the approach of the study as the more and diverse samples can give a clearer picture of reality we are concerned. By implementing this approach, the study basically utilized the technique of interview to acquire a broad, extensive, and in-depth collection of data.