Influencia de la organización del tiempo sobre la creatividad en las agencias de publicidad

Abstract

Creativity is the main attribute in the quality assessment of the services offered by advertising agencies. This research analyses how creativity is influenced by the organization of working time and the office hours in the advertising agency. The negative consequences that result from these aspects, as well as the kind of measures used to alleviate these negative effects are also considered. In order to carry out the research, the authors conducted personal interviews to a sample of executive creative directors of the main advertising agencies in Spain.