© Eleazar Hernández 2017

Eleazar Hernández, Leading Creative Teams, 10.1007/978-1-4842-2056-6_3

3. Leading an Advertising Creative Team

Where are all the Mad Men and Women at?

Eleazar Hernández

(1)San Antonio, Texas, USA

A creative team in the field of advertising consists of the people who actually work to create the idea or concept that attempts to satisfy the communication challenges faced by their clients. The team has two specialties: art and copy. Advertising agencies generally refer to their resident experts in the visual and verbal as their "creative team."

The primary objective of the creative team is to develop the components of an advertising or branding campaign that creates a desire among the public for their client’s product, service, ...

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