Demandas y formación: Nuevos perfiles profesionales para la Publicidad en España

  • Juana Farfán Montero
  • Patricia Corredor Lanas
Keywords: Advertising, Digital, New professional profiles, Capacity building

Abstract

This paper presents the main contents and results of a research aiming to reveal the new professional skillset that is required to face the new Advertising. After a comprehensive analysis of national and international references, a survey on a broad sample of agencies operating in the communication sector, and a meeting with a group of experts, the main professional figures on the horizon of Advertising in Spain are revealed. These are due both to the transformation of traditional profiles and to the awakening of new functions that more narrowly link technology and creativity.

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Published
2011-03-21
How to Cite
Farfán Montero J. . y Corredor Lanas P. (2011). Demandas y formación: Nuevos perfiles profesionales para la Publicidad en España. Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias, 4(1), 97-116. https://revistas.ucm.es/index.php/PEPU/article/view/PEPU1010120097A
Issue
Vol. 4 No. 1 (2010)
Section
Articles

License

In order to support the global exchange of knowledge, the journal Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias is allowing unrestricted access to its content as from its publication in this electronic edition, and as such it is an open-access journal. The originals published in this journal are the property of the Complutense University of Madrid and any reproduction thereof in full or in part must cite the source. All content is distributed under a Creative Commons Attribution 4.0 use and distribution licence (CC BY 4.0). This circumstance must be expressly stated in these terms where necessary. You can view the summary and the complete legal text of the licence.