Creative techniques in the making of communication campaigns in practice

This thesis focuses on the creativity in the scope of communication campaign in the environment of an advertising agency. The main theme is the creative methods used during the phase of ideation when forming a new creative concept. There is a lot of creative techniques available nowadays. Some of them are effective in some situations meanwhile in some it can work the opposite way. This thesis compares theory with practice – the reader has the opportunity to learn which techniques are actually used in practice and what leads the participants of communication production to use them. For a better understanding of the topic, the theoretical part precedes the main part of the thesis, where the reader has an opportunity to learn why the companies actually need to create communication as well as who produces this communication and what does this process look like in reality. In order to bring the required conclusion, there was a profound qualitative research comprised in form of interviews with the main three players in the process of creative concept in the advertising agency. Interviewees were the creative directors of three different Prague agencies. Theoretical information on creative methods can be found in both printed literature and on the Internet. However, it is hard to find out what the ideation process looks like in agencies with many-year experience and success both in competitions and among the clients, because it is their own know-how. The value of this thesis is therefore the comparison of the theoretical ground and the practice.