Relación de los planificadores estratégicos y los creativos. Aplicación al caso español.

Abstract

The aim of this paper is to analyze the relationship between the Department of Creativity and the Account Planning Department in Spain. The planners are responsible to develop a deep research of the consumer with the objective that this knowledge can serve the creative department to guide communication and effectively reach the consumer. There are reviews on the specific sets and relationships between the Account Department and Creativity, but we do not find any analysis which provides information on the positive or negative interaction of the planners and creative. Thus, to address this reality we have developed a double investigation. On the one hand, we have chosen a quantitative research through a questionnaire to account planners who work in Spain from which were obtained 62 responses and a qualitative study from four in-depth interviews with recognized creative.