Article written as a final project from grad school, course Digital Design and New Media at Centro Universitário Belas Artes de São Paulo (FEBASP) presented in April 2022.
The main point was to study and question the traditional model of creativity, so the creative process known inside advertisements agencies. This is because of the development of new technologies and the impact that they can make in the way people behave on internet and online consumption.
As a creative professional who has already worked in different kind of agencies, it is usual to see the same traditional creative process when we talk about social media. So, we have separate teams that don't talk to each other, planning team, creative team, media team. When the creative team get the briefing to create, they use the same picture and the same text for different social media, just changing sizes for each one. But with new technologies, like big data, we have different algorithms for each social media and different behavior for each one of them. So the same person can consume different content in each and we also have the different algorithms that give us different results, so different performance in each campaign. So why do we keep creating like this?
Studies show that most of the performance of a advertisement campaign is because of the creative, so we must create more direct campaigns, give more details, explore the new technologies, such as big data and machine learning, to help us to deliver better ads, so we can have better results.
This article was focused on programmatic media, the paid media from Google. It also put the designer as a strategist and not only a person who creates and review the traditional creative process, showing a new way to create a creative inside programmatic media.
