Abstract

The creative industry daily faces genuine challenges in its work when it comes to advertising and meeting clients’ demands. Indeed, technology and the necessity of updating creativity resources urge on new approaches during campaigns, at least in the creative department. Extrinsic and intrinsic motivation stand for essential aspects in challenging new resources of creativity in a field where copywriters and art directors unfold incredibly sensitive messages based on strong and relevant insights. The present paper aims to point out the difficulties and opportunities of creative work in any advertising agency, by exploring the purpose, the barriers and the prospects of this activity in the context of a complex relationship between client and agency, brand and consumers. One could perhaps say that copywriters are just gifted people able to simply follow instructions given by the planning department. Actually, they have their own psychological and social barriers, which represent real challenges. Therefore, we have investigated these issues by conducting semi-structured interviews based on their creative experiences in both cases, as juniors and seniors, respectively. The data collected via semi-structured interviews are investigated by using content analysis.