THINK OUT OF THE BOX: PROSES KREASI-KREATIVITAS INDUSTRI PERIKLANAN
Abstract
Periklanan merupakan salah satu subsektor industri kreatif Indonesia seperti ditetapkan oleh pemerintah. Pembuatan sebuah iklan membutuhkan konten kreativitas yang tidak sedikit, terlebih iklan yang baik bukan hanya iklan yang kreatif namun harus memenuhi tujuan iklan, yakni mempersuasi konsumen sesuai kebutuhan klien. Untuk itu, sangat penting untuk mengetahui bagaimana sebuah agensi periklanan menciptakan dan menjaga iklim kreativitas di dalam organisasinya, sehingga orang-orang kreatif yang bekerja di dalam agensi bisa terus kreatif sekaligus memenuhi ekspektasi klien. Iklim kreatif seperti apa yang bisa menjaga dan mendorong kreativitas insan kreatif periklanan serta bagaimana manajemen perusahaan periklanan menciptakan dan menjaga iklim kreatif tersebut merupakan pertanyaan yang akan dibahas dalam studi ini. Untuk menjawab pertanyaan tersebut, studi ini melakukan penelusuran literatur dan wawancara mendalam terhadap beberapa agensi periklanan di daerah penelitian. Hasil penelitian menunjukkan bahwa untuk menciptakan dan menjaga ilim kreatif di dalam perusahaan, agensi periklanan mesti memiliki focus pada internal dan eksternal perusahaan. Fokus internal berarti manajemen mesti memperhatikan iklim kreatif pekerja kreatifnya baik melalui iklim kerja yang nayam serta pelatihan yang sesuai. Fokus eksternal berarti manajemen mesti bisa berkomunikasi dengan klien untuk menangkap ekspektasi mereka dan juga memahami perilaku konsumen supaya bisa menciptakan karya iklan yang ‘berbicara’ dengan tepat pada konsumen sesuai pesan yang ingin disampaikan oleh klien.
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