Nilai Perusahaan & Proses Kreativitas Iklan:(Studi kasus Proses Kreativitas Iklan di Leo Burnett Indonesia dengan Nilai HumanKind)

Willy Nathan Hadisuwito, Lidwina Mutia Sadasri

2017 | Skripsi | Ilmu Komunikasi

ABSTRACT Proposes a set of communication strategic options for advertising, using advertising’s agency corporate value as a reference, based on the creativity process of Leo Burnett Indonesia’s creative team with Leo Burnett Indonesia’s creative team as research object. The aim is to understand how is the creativity process of Leo Burnett Indonesia. Using a theoretical model of Christoper Gilson on stages of creativity process. This research uses primary data from in-depth interview on creative team member. And also secondary data from journal, internal document, and books. Results indicate how creativity process is applied in Leo Burnett Indonesia, starting from the first stage (Marketing Brief received from client), second stage (creating Creative Brief and idea exploration process), and third stage, which is presenting ideas to client. The results indicate also about how HumanKind applied in every stages of creativity process, philosophically and technically. This research focuses on communication strategies of advertising from the perspective of the company. To determine the impact of the strategies, more research is required and can use the results of this study as a reference. A well implemented communication strategy of advertising can give deeper value to any idea of advertising. This study provides options for creative team from other advertising agencies who wants to give deeper value to their creation. Keywords: Advertising, advertising creativity process, HumanKind

Kata Kunci : Iklan