1. RELATIONSHIP BETWEEN
PLANNING
AND
CREATIVE
DEPARTMENTS IN AD AGENCIES

2. SÃO PAULO
PORTO ALEGRE
BUENOS AIRES
15 PERSONAL INTERVIEWS
MANAGERS, DIRECTORS AND OWNERS
LATIN AMERICAN BIGGEST AGENCIES

3. PROCESSES
CASE STUDIES
BEST RELATIONSHIP BETWEEN
BOTH AREAS/MINDSETS
Identifying...

4. AFTER ALL, THE TRADITIONAL PROCESS SEEMS TO BE THE
CREATIVE BRIEF.
IN THIS PROCESS, THE PLANNERS DO THEIR JOB ANALYZING THE BRAND’S
SCENERY, MARKET, COMPETITION, TARGET AND, AFTER THAT, THEY DEVELOP
STRATEGIC WAYS OF COMMUNICATION. WHAT TO SAY, IN WHICH TONE, TO WHOM
EXACTLY. USUALLY TWO OR THREE STRATEGIC VIEWS THAT ARE DISCUSSED IN
ONE MEETING WITH THE CREATIVE TEAM THAT BEGIN TO DEVELOP THE
CREATIVE THINKING OF THE MESSAGE IN ALL FORMS.

5. THERE
ARE
CREATIVE
BRIEFS
PLANNERS HAVE TO SIGN EVERY BRIEF THAT GOES TO THE CREATIVE
TEAM;
BRIEF MEETING AND ONLY AFTER THAT THE AREAS START WORKING
TOGHETER;
TWO DEPARTAMENTS SIT TOGHETER;
TWO DEPARTAMENTS STAY SEPARATED;
PLANNERS DO THE BRIEF, DISCUSS WITH THE CLIENT AND ONLY AFTER
THAT
THE CREATIVE TEAM STARTS WORKING;
PRETTY FORMAL PROCCESS, WITH RIGID DEADLINES FOR THE AREAS TO
WORK SEPARETELY;
PLANNING AND CREATIVE TEAMS INTERACT DURING ALL THE PROCESS;
BOTH AREAS INTERACT ONLY IN THE BIGGEST PROJECTS.

6. EVEN WITH THOSE DIFFERENCES, ALL OF THEM AGREE THAT INFORMAL
CHATS BETWEEN THE TWO DEPARTAMENTS
DURING THE PROCESS OCCUR IN MOST OF THE PROJECTS,
EMPHASIZING THE IMPORTANCE THAT THESE EXCHANGES HAVE IN THE FINAL
RESULT.

7. AND THERE’S SOME AGENCIES WHERE:
• PLANNING AND CREATIVE DEPARTAMENTS WALK
TOGHETER;
• CREATIVES PARTICIPATE IN THE STRATEGY AND THE
PLANERS IN THE CREATIVE SOLUTION;
BESIDES ONLY A FEW USE THIS MODEL, IT´S A CONSENSUS
BETWEEN ALL THE INTERVIEWEES THAT THIS IS THE CLOSER
WE CAN GET OF AN IDEAL MODEL.

8. “CREATIVES WALK IN
SOONER AND PLANNERS
LEAVE LATER.”

9. WHY?
INFORMAL CHATS ALWAYS MAKE IT RICHER AND IS WHERE THE
BEST IDEAS CAN COME FROM;
THE STRATEGY IS BETTER WHEN CREATIVES PARTICIPATE;
CREATIVES WORKING TOGETHER ON THE STRATEGY MAKES
THEIR OWN WORK EASIER;
THE CAMPAIGNS LOOK BETTER AND HAVE MORE CHANCE OF
BEING APPROVED WITH THE PLANNERS INVOLVED;
THE CREATIVE IDEAS CAN COME FROM THE PLANNERS AS WELL.

10. SO WHY MOST
AGENCIES DON´T
WORK LIKE THAT?
BUSINESS MODEL
DEPARTALIZATION
ENVIRONMENT
PROFESSIONAL STYLES
HUMAN FACTOR

11. SO WHY MOST
AGENCIES DON´T
WORK LIKE THAT?
BUSINESS MODEL
DEPARTALIZATION
ENVIRONMENT
PROFESSIONAL STYLES
HUMAN FACTOR
AGENCIES WITH TRADITIONAL STRUCTURES THAT DO
ACCOUNT MANAGMENT HAVE TOO MUCH WORK ON THEIR
STAVE, AND THAT MAKES IT HARDER FOR THE TWO AREAS
TO WORK TOGHETER.
SOME DIGITAL AGENCIES, NO MEDIA, AND CREATIVE
BOUTIQUES ARE ALREADY ABLE TO WORK BY PROJECT,
WHICH ALLOWS THEM TO DEDICATE MORE TIME AND
PEOPLE EXCLUSIVELY TO EACH PROJECT, MAKING EASIER A
CLOSER RELATIONSHIP BETWEEN THE TWO AREAS.
OBSTACLES:
• AMMOUNT OF WORK;
• INDUSTRIAL PROCESS;
• AREAS STAY SEPARETLY;
• PROCESS OF ONE MEETING.

12. SO WHY MOST
AGENCIES DON´T
WORK LIKE THAT?
BUSINESS MODEL
DEPARTALIZATION
ENVIRONMENT
PROFESSIONAL STYLES
HUMAN FACTOR
OBSTACLES:
• AREAS IN SPACES FAR AWAY FROM EACH OTHER;
• CLOSED ROOMS, DIFFERENT FLOORS;
• CHAT EXCLUSIVELY IN FORMAL MEETINGS.
THE PHISICAL PROXIMITY BETWEEN THE TWO AREAS
SHOWED UP AS AN IMPORTANT FACTOR DURING THE
PLANNING CREATION PROCESS.
IT´S A FACT THAT THE CLOSER THE AREAS ARE, BETTER.
IT´S A CONSENSUS THAT THIS FACILITATE THE
APROXIMATION OF THE AREAS WITH CHATS OUTSIDE
FORMAL MEETINGS.

13. SO WHY MOST
AGENCIES DON´T
WORK LIKE THAT?
BUSINESS MODEL
DEPARTALIZATION
ENVIRONMENT
PROFESSIONAL STYLES
HUMAN FACTOR
OBSTACLES:
• CORPORATIVE CULTURE MAKES IT HARDER FOR
INTERACTION BETWEEN DIFFERENT AREAS;
• PEOPLE ARE NOT ESTIMULATED TO GET OUT OF THEIR
ACTING ZONE.
IN AGENCIES WITH RIGID DEPARTAMENTS THAT FOLLOWS
A PROCESS CLOSER TO THE “INDUSTRIAL", LIKE WAS SAID
BY MOST OF THE INTERVIEWEES, MOST OF THE TIME THE
CREATIVES DON´T CARE ABOUT THE STRATEGY AND THE
PLANNERS DON´T CARE ABOUT THE CREATIVE IDEA.
OF COURSE THAT EVEN WITH THE TWO AREAS ACTING
TOGETHER DURING THE WHOLE PROJECT, THE
RESPONSABILITY OF THE STRATEGY ENDS UP BEING OF
THE PLANNERS AND THE CREATIVES ARE RESPONSIBLY
FOR THE CREATIVE SOLUTION.

14. SO WHY MOST
AGENCIES DON´T
WORK LIKE THAT?
BUSINESS MODEL
DEPARTALIZATION
ENVIRONMENT
PROFESSIONAL STYLES
HUMAN FACTOR
OBSTACLES:
• PERSONAL DIFERENCES THAT DON´T WORK WELL
TOGETHER.
• YOUNG AND UNEXPERIENCED PROFESSIONALS.
CREATIVES WITH STRATEGIC THINKING AND PLANNERS
WITH CREATIVE THINKING.
PROFESSIONALS WITH MORE EXPERIENCE TENDS TO
CONDUCT AND ACCEPT BETTER THE EXCHANGES
DURING THE PROCESS.
DIFFERENT PROFILES AND THAT, IN A WAY,
COMPLEMENT EACH OTHER AREA A GOOD FORMULA.

15. SO WHY MOST
AGENCIES DON´T
WORK LIKE THAT?
BUSINESS MODEL
DEPARTALIZATION
ENVIRONMENT
PROFESSIONAL STYLES
HUMAN FACTOR
THE MOST IMPORTANT FACTOR: AFINITY BETWEEN
PEOPLE. IN HUMAN WAY.
EGO, TIMIDITY, INCOMPATIBILITY OF GENIOUS, ETC.
IT´S HARD FOR PLANNERS AND CREATIVES WITH
DIFFERENT PERSONALITIES TO WORK WELL
TOGETHER.
IT’S A SUBJECTIVE FACTOR, HARD TO EVALUATE AND
TO PROMOTE CHANGES.

16. GETTING TO KNOW THAT THE CLOSER RELATION BETWEEN THE
TWO AREAS DURING THE HOLE PROCESS IT´S THE IDEAL:
COULD ALL AGENCIES PROMOTE
THE NECESSARIE CHANGES TO
WORK LIKE THAT?

17. IF I WOULD
PROPOSE A
SOLUTION...

18. EXAMPLES:
WHO PLANS, ALSO CREATES.
WHO CREATES, ALSO PLANS.
ALL AREAS START AND FINISH EVERY JOB TOGETHER.
TRIOS WITH PLANNER + CREATIVE COUPLE WORKING TOGETHER IN
THE PROJECTS FROM THE BEGGINING. TEAMS CAN BE SEPARATED
BY ACCOUNT/GROUP OF ACCOUNTS.
STRATEGIST CREATIVES TEAM, SOME WITH EXPERTISE IN ART
DIRECTION, OTHERS IN WRITING. THE SAME DEVELOP THE
STRATEGY AND THE THE CREATIVE IDEAS.
EACH ONE DEDICATING MORE TIME DOING
HIS PART OF THE JOB.

19. brunoaraldi@gmail.com
behance.net/bruno_araldi
medium.com/brunoaraldi