台灣廣告代理商創意總監職能研究

A Study on Competencies of Creative Director for Advertising Agency in Taiwan

許芳宜(Fang-yi Hsu)

指導教授 ： Ted Shir-Tau Tsai ； Ph. D

國立臺灣師範大學/科技學院/國際人力教育與發展研究所/碩士(2006年)

摘要

As the global economy expands, so does the expansion of major multinational advertising agencies for corporations are going increasingly global and taking their advertising agencies with them. In Taiwan’s case, the advertising agencies are highly globalized with the proof that not only most of major players are multinational agencies, but also present the leading ones. These multinational advertising agencies also spent relatively higher training expense on developing talents, groups of knowledge worker.
This study selected a significant role in advertising agency --- creative director, the leader for creative production team, to research the competencies needed at this position. By identifying the competencies for creative director, this study is aimed to picture a frame for multinational advertising agencies to follow up on developing talents to be creative directors.
Competency modeling is a process of defining the skills, knowledge, and attributes that performers need to be successful. However, unlike competencies defined in job-based organization, competencies for knowledge workers in organic organization should be presented as clusters to illustrate a dynamic process of major functions instead of specific tasks. Therefore, this study has identified five major clusters --- creativity management, project management, people development and client relations and the other competencies, which are needed accordingly for creative directors of advertising agencies in Taiwan.
Therefore, this study is aimed to identify the competencies of creative directors based on a qualitative method of exploratory research. In addition, a multiple case study is the approach of the study as the more and diverse samples can give a clearer picture of reality we are concerned. By implementing this approach, the study basically utilized the technique of interview to acquire a broad, extensive, and in-depth collection of data.

關鍵字

Competency ； Advertising Agency ； Creative Director

並列摘要

As the global economy expands, so does the expansion of major multinational advertising agencies for corporations are going increasingly global and taking their advertising agencies with them. In Taiwan’s case, the advertising agencies are highly globalized with the proof that not only most of major players are multinational agencies, but also present the leading ones. These multinational advertising agencies also spent relatively higher training expense on developing talents, groups of knowledge worker.
This study selected a significant role in advertising agency --- creative director, the leader for creative production team, to research the competencies needed at this position. By identifying the competencies for creative director, this study is aimed to picture a frame for multinational advertising agencies to follow up on developing talents to be creative directors.
Competency modeling is a process of defining the skills, knowledge, and attributes that performers need to be successful. However, unlike competencies defined in job-based organization, competencies for knowledge workers in organic organization should be presented as clusters to illustrate a dynamic process of major functions instead of specific tasks. Therefore, this study has identified five major clusters --- creativity management, project management, people development and client relations and the other competencies, which are needed accordingly for creative directors of advertising agencies in Taiwan.
Therefore, this study is aimed to identify the competencies of creative directors based on a qualitative method of exploratory research. In addition, a multiple case study is the approach of the study as the more and diverse samples can give a clearer picture of reality we are concerned. By implementing this approach, the study basically utilized the technique of interview to acquire a broad, extensive, and in-depth collection of data.

並列關鍵字

Competency ； Advertising Agency ； Creative Director

參考文獻

Blancero, D.: Boroski, J., & Dyer, L. (1996) Key Competencies for a Transformed Human Resource Organization: Results of a Field Study. Human Resource Management, 35 (3), 384-403

Boyatzis, R. (1994). Rendering unto Competence the Things that are Competent, American Psychologist, 49, 64-65

Castells M. (1996) The Rise of the Network Society. Blackwell Publishers Inc, MA, USA.

Denzin N.K. & Lincoln, Y.S. (1998). Strategies of Qualitative Inquiry, CA:Sage.

Kochanski, J.T., & Ruse, D.H. (1999). Designing a Competency-Based Human Resource Organization. Human Resource Management, (35)1, 19-34