Creative advertising and training for creative professionals in digital culture

Abstract

Digital culture has transformed the field of advertising and consequentially, creative advertising. This article discusses the interaction between today’s advertisers and creative professionals and will attempt to share a better understanding of the formative areas that are being demanded of creative advertising professionals. In addition to a bibliographic review, the work presents a portion of the results of a qualitative empirical study of focus groups with advertisers and creative professionals in order to understand the challenges of the current state of the field. The results of this research show the need for creative advertising professionals to expand their training and skills in the technological and business environment, as well as to improve and add depth to advertising strategy.