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Emotional intelligence - Catalyst of Creativity
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Emotional intelligence - Catalyst of Creativity



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  • 1. MARC  BLANCO  Thesis  for  MA  in  Creative  Advertising,  2010  -­‐  Bucks  New  University,  UK       EMOTIONAL  INTELLIGENCE   -­‐  CATALYST  OF  CREATIVY-­‐      Introduction   Emotional   Intelligence.   Moreover,   I   want   to   set  the  theoretical  basis  for  further  research,  America  is  now  considered  the  centre  of  the   designed   to   prove   if   the   creative   individual  world  but  five  centuries  ago  it  was  not  even   can   enhance   their   creativity   by   improving  on   the   map.   The   discovery   of   ‘The   New   their  Emotional  Intelligence.    World’   was   not   only   possible   because  Christopher   Columbus   was   a   great   sailor   Emotional   Intelligence   (EI)   is   described   as  with  excellent  ships,  crew  and  knowledge  of   the   ability,   capacity,   skill   to   identify,   assess,  maritime   navigation,   but   he   was   brave,   self-­‐ manage   and   control   the   emotions   of   ones  confident   and   open-­‐minded   enough   to   set   off   self,   of   others,   and   of   groups.1   There   is   not  on   a   challenging   journey   westwards   to   India.   much  scientific  literature  taking  EI  directly  in  Seeking   for   new   routes,   Columbus   took   the   consideration  as  a  basic  factor  in  the  creative  risk   to   do   something   different,   which   process.   Nevertheless,   by   combining  required   certain   management   of   his   psychology   and   advertising   knowledge,   the  emotions   and   fears,   what   modern   hypothesis  presented  in  this  paper  is  proven.  psychologists   call   ‘Emotional   Intelligence’.   Furthermore,   several   kinds   of   sources   have  Therefore,   this   paper   is   led   by   the   question:   been   used   to   evidence   this   dissertation   and  To   what   extent   does   Emotional   Intelligence   the   strongest   pillars   have   been   a   vast  foster  creativity?   literature   review   in   psychology   and   advertising   and   informal   discussions   with  In  the  last  decades,  the  majority  of  literature   practitioners  of  creativity.    published   in   this   area,   has   been   focused   on  the   development   of   the   skills   required   to   In   other   fields   like   Human   Resources   (HR),  achieve   creativity   and   above   all   finding   a   entrepreneurship   or   leadership,   theories   of  model   for   the   creative   process.   The   study   of   EI   have   been   highly   spread,   but   apparently  heuristics   has   also   been   a   key   aspect   to   advertising   agencies   are   not   aware   of   the  enable   a   different   way   of   thinking.   Classic   benefits  of  fostering  EI.  books   such   as   De   Bono’s   ‘Lateral   Thinking’   Actually,   the   book   or   portfolio   crit   is   known  (1990),   Paul   Arden’s   ‘Whatever   you   think,   as   the   most   reliable   way   to   evaluate   a  think   the   opposite’   (2006)   or   even   ‘A   potential   employee,   leading   to   getting   a   job  technique   for   Producing   Ideas’   written   by   in   the   advertising   industry   as   a   Creative.   By  J.W.   Young   (1976)   are   still   very   relevant   at   viewing   a   small   number   of   works,   the  University  and  schools  of  creativity.     Creative   Director   can   not   only   assess   the  However,   most   of   the   great   creative   men   in   candidate’s   level   of   creativity   but   also   their  the   history   have   been   clearly   described   to   be   ability  to  maintain  and  consistently  deliver  a  especially   risk-­‐taking,   rebellious   and   able   to   high  standard  of  creative  outcome.    manage   and   canalise   their   emotions.   But,   in   In   the   business   of   producing   ideas,   the  terms   of   scientific   research,   not   much   creative   is   expected   to   be   autodidact,  attention  has  been  paid  to  self-­‐confidence  in   autonomous   or   determined   by   their  creativity.      Therefore,  my  thesis  aims  to  evidence  that  a                                                                                                                   1  Goleman,  D.  Emotional  Intelligence.  Why  it  can  matter  person’s   creativity,   mainly   depends   on   the   more  than  IQ.  Bloomsbury,  1996  attitude   of   that   individual   and   their   level     1  
  • 2. personality,   in   order   to   keep   his   creative   its  restrictions,  it  is  in  advertising  where  the  power,   risk-­‐taking   and   open-­‐minded   equilibrium   between   art   and   science   appear  attitude.  It  is  part  of  their  job.   to   take   creativity   to   the   highest   level   of   its   potential.     It   is   exactly   creativity   in  Therefore,   the   final   aim   of   this   paper   is   to   advertising  that  is  to  be  studied  in  this  paper.  demonstrate   the   benefit   for   advertising  agencies   to   take   care   of   their   creative’s   Traditionally,  creativity  has  been  understood  Emotional   Intelligence,   which   in   turn   will   as   the   combination   of   old   ideas   in   order   to  optimise   the   creative   process.  With  that  I  am   produce   a   unique   and   novel   idea   (Young,  not   suggesting   that   agencies   are   currently   1976).  uncreative  or  that  the  market  requires  more  creativity.   But   sometimes   the   client’s   fear   of   This   definition   explains   creativity   as   a  failure   leads   them   to   choose   the   most   psychological  behaviour3,  which,  requires  an  conservative   campaign.   To   understand   individual   with   an   attitude   and   certain  advertising   as   a   business,   EI   is   a   abilities   to   combine   some   previous  recommended   improvement   that   may   make   knowledge   by   following   a   certain   process  the   difference   between   succession   and   with  the  aim  to  produce  an  idea4.  Therefore,  failure.     three   distinct   ingredients   need   to   be   combined  to  deepen  creativity:  The  Product,  Modern   communications   and   messages   are   the  Process  and  The  Person.  increasingly   appealing   to   a   range   of   the  consumer’s   emotions   since   it   is   proven   that   Creativity   can   be   differentiated   from   reason  the   purchasing   process   is   no   longer   and   logic.   However,   in   practical   terms   both  understood   as   ‘think-­‐do-­‐feel’   but   ‘feel-­‐do-­‐ kinds   of   thinking   are   put   in   practice   to  think’  For  example,  people  first  feel  engaged   produce   an   imaginative,   unique   but   at   the  by   a   product,   they   buy   it   and   they   later   same  time  functional  idea.  rationalise  their  decision2.  Consequently,  the    more   Emotionally   Intelligent   the   advertising   On   the   one   hand,   critical   thinking   happens   in  agency,   is   (creatives   and   planners)   the   the   left   hemispher   of   the   brain   and   its  higher  the  emotional  response  delivered.   functions  are  rational,  analitical,  convergent,   linear,   reasoning   and   focused.   On   the   other  Likewise,   EI   may   work   to   positivity   hand   creative   thinking   is   produced   in   the  strengthen   an   agency’s   work   environment   right   side   and   is   emotional,   generative,  and  the  relationship  between  it’s  employees.     divergent,   associative,   associative   and   visual5.          What   is   the   role   of   Emotional   1.1.1. Creativity  as  a  product  Intelligence  in  creativity?       The   product   approach   of   creativity   focuses  Before   seeing   the   implications   of   Emotional   on   the   outcomes   that   result   from   a   creative  Intelligence   in   creativity   and   approaching   thought,  i.e.  ideas.  In  general,  a  creative  idea  the   topics   that   have   been   presented   or   artefact   is   one   that   is   original,   surprising  previously   in   more   depth,   we   have   to   limit   and  valuable.  (Boden,  1990).  Furthermore,  it  our   field   of   study   and   first   of   all   define   and   has   to   solve   a   problem   or   achieve   an  analyse   creativity   and   the   factors   that   make   objective.  it  possible.   Regarding   the   Product   of   Creativity,     psychologist   Margaret   Boden   classified   creativity   in   two   main   groups.   On   the   one   1.1. What  is  creativity?   hand,   she   proposed   the   concept   of   P-­‐  Creativity   is   one   of   the   most   precious   asserts                                                                                                                   3  http://en.wikipedia.org/wiki/Creativity  (25/09/2010)  of  modern  business  and  life.  On  one  hand,  art   4  Sharma,  R.  Emotional  Intelligence  and  creativity  of  is   seen   as   the   purest   form   of   creativity   by   School  Students  some   and   in   the   other   hand,   innovation   in   <http://www.ejournal.aiaer.net/vol21109/13.%20Sharmscience   as   the   most   functional.   But,   despite   a.pdf>   5  Wikipedia                                                                                                                   <http://en.wikipedia.org/wiki/Lateralization_of_brain_f2  Earls,  M.  Herd.  How  to  change  mass  behaviour  by   unction>  harnessing  our  true  nature.  John  Wiley  &  Sons  Ltd,  2009     2  
  • 3. creativity  as  the  ability  to  generate  ideas  that   1. Combinational:   Involves   making  are   new   with   respect   to   the   mind   of   unfamiliar   connections   between  individual  concerned,  and  on  the  other  hand,   familiar   ideas.   Most   psychologists  H-­‐creativity   as   the   ability   to   generate   ideas   who   study   creativity   focus   on   this  that   are,   so   far   as,   novel   with   respect   to   the   type.  whole   of   human   history.   Clarifying,   H-­‐ 2. Exploratory:   Involves   the  creativity  is  a  special  case  of  P-­‐creativity6.   exploration   of   conceptual   spaces   in     the   individual’s   mind   and   ways   to  People   sometimes   restrict   the   term   break   and   transform   them   into   new  "creative"   to   the   historical   sense.   But   this   ones.   The   creative   explores   and  assignment   aims   to   study   both   senses   questions   what   can   and   cannot   be  because   creativity   in   advertising   is   assessed   done  within  the  concept,  category  or  by  its  functional  value.  In  fact,  the  same  idea   space   boundaries   and   as   well,   how  can   solve   different   problems   in   different   the   space   could   be   expanded   by  circumstances  or  brands.  Similar  adverts  and   being  superficially  "tweaked".    spoofs   may   lead   to   great   success   in   3. Transformational:   Enables   ideas   to  advertising,   although   the   reproduced   idea   be  generated  by  modifying  anything  may   suffer   from   vampirism7   and   the   existing   into   something   different  consumer   may   end   up   remembering   the   and  giving  new  uses  to  things.  original  campaign  instead.     Historically,   even   the   most   creative   person  A   campaign   can   be   developed   based   on   experiences   a   creative   block,   meaning   their  reproductive   creativity   and   copying   best   flow  of  imaginative  thought  is  unexplainably  practices.   For   example,   after   the   first   Old   stopped.   Therefore,   some   methods   have  Spice   advert   on   YouTube,   a   campaign   was   been   developed   to   assure   a   creative  launched   on   Twitter   to   respond   to   the   outcome.   Next   follows   review   of   the   most  requests   of   the   public   audience,   resulting   in   popular  strategies  to  be  creative.    further  Youtube  advertisements.       First  models     Graham   Wallas   (The   Art   of   Thought,   1926)   was   a   pioneer,   publishing   one   of   the   first   models   of   the   creative   process,   which   was   based   in   the   definition   of   five   stages9   that   later   marked   Young’s10   and   subsequent   models.   1. Preparation:   preparatory   work   on   a   problem   that   focuses   the   creative’s   mind  and  explore  its  dimensions.     2. Incubation:   the   problem   is     internalized   into   the   unconscious  Figure  1.  Old  Spice  Youtube  Channel  (25  Sept  10)   and  externally  it  seems  that  nothing   happens.     3. Intimation:   the   individual   gets   the   1.1.2. The  creative  process   "feeling"   that   a   solution   is     forthcoming.  In   many   publications,  The   process   approach   is   based   in   Wallas   model   is   modified   to   four  behavioural  psychology  and  mainly  oriented   stages,   where   "intimation"   is   seen   as  to   define   several   strategies   within   the   a  sub-­‐stage.  creative   process.   Generally,   creativity   is   a   4. Illumination   or   insight:   when   the  result   of   many   methods,   techniques   and   creative   idea   jumps   from   the  games,   which   are   based   in   three   specific   subconscious  to  the  conscious.  processes  also  described  by  Boden8:   5. Verification:   when   the   idea   is     consciously   verified,   elaborated   and                                                                                                                   then  applied.  6  Boden,  M  Are  autodidacts  creative?  <http://www.informatics.sussex.ac.uk/courses/creative                                                                                                                -­‐systems/papers/maggie/autodidacts.pdf>   9  Wikipedia:  Graham  Wallas  (25/09/2010)  7  Reeves,  R.  Reality  in  Advertising,  Knopf,  1961   <http://en.wikipedia.org/wiki/Creativity#Graham_Wallas>  8  Boden  M  The  Creative  Mind  Abacus,  1992   10    Young,  J.  W  A  Technique  for  Producing  Ideas,  1976     3  
  • 4. Subconscious  Old   models   tend   to   claim   that   creative   ideas  and   the   stage   of   illumination   are   a   result   of  subconscious   processes,   not   controlled   by  the   thinker.   Bear   in   mind   that   when   talking  about   subconscious   or   unconscious   mind,   it  is  not  referred  to  the  Freudian  interpretation  of   Id,   sub   domain   of   the   Ego   and   Super-­‐ego,  but   the   parallel   mind   of   dreams   and  imagination   on   the   vestibule   of  consciousness.  In   his   book   The   art   of   creation   (1964),   A.  Koestler  explains:   The  most  fertile  region  (in  the  minds   inner   landscape)   seems   to   be   the   marshy  shore,  the  borderline  between   sleep  and  full  awakening  -­‐  where  the   matrices   of   disciplined   thought   are   already   operating   but   have   not   yet     sufficiently   hardened   to   obstruct   the   dreamlike  fluid  of  imagination.   Figure  2.  Salvador  Dalí.  Portrait   http://www.izaping.com/3365/biografia-­‐de-­‐salvador-­‐ dali.html  Popularised  in  the  50s,  the  classic  model  was  focused   on   stimulating   the   subconscious   In  the  same  vein,  David  Ogilvy12  wrote  in  his  mind  so  that  it  could  develop  a  brilliant  idea   memoirs   that   he   had   developed   several  and  then  catch  them  before  they  got  lost  in  it.   techniques   to   keep   “a   phone   line”   with   his  Consequently,  certain  practices  like  drinking,   subconscious,   in   case   it   had   something   to  smoking   and   eating   were   carried   out   to   say.   He   stated   that   he   listened   to   a   lot   of  produce  the  incubation  of  the  idea.   music,   had   great   friendship   with   John   Barleycorn,  took  long  hot  baths  and  took  his  One  of  the  famous  examples  of  working  with   time   up   with   gardening,   looking   at   birds,  one’s  unconscious  mind  is  the  Dali  method  to   going   for   long   walks...   so   that   his   brain   was  capture   ideas   whilst   being   half   asleep.   always  idle.  While  doing  nothing,  he  asserted  According   to   the   reports   showcased   in   Dali   to   receive   a   continuous   flow   of   “telegrams”  Museum   in   Figueres,   Spain11,   the   painter   from   his   subconscious,   which   become   raw  would   sleep   with   a   spoon   in   his   hand.   The   material  for  his  adverts.  aim   was   that   when   falling   asleep,   the  muscles   of   his   hand   would   relax   and   the   In  the  1980s  physical  exercise  was  in  fashion  spoon   would   fall,   then   the   metallic   sound   of   to   face   the   incubation   and   illumination.  the   piece   of   cutlery   colliding   onto   the   floor   Those  models  were  based  in  the  idea  of  using  would   awake   Dali   of   the   first   stage   of   a   the   body   to   free   the   mind   of   anxiousness   and  dreamful   nap.   Rapidly   he   would   write   down   blocks,   since   released   endorphins   help   in  any  surrealistic  image  that  would  have  come   that  process.  to  his  mind.   Modern   variations   tend   to   apply   a   more   generative   and   lateral   thinking   where   the   individual   controls   the   creative   process.   Eduard  de  Bono  descrives  several  techniques   to   be   able   to   break   thinking   paterns   and   be   able   to   generate   multiple   solutions   to   a   specific   problem,   such   as   the   fractionation   and   labeling   of   the   problem   to   break   its   limits   or   the   reversal   method   that   consist   of                                                                                                                   uncoding  the  issue  by  finding  its  oposites,  to  11  Visit  to  Dali  Museum,  Figeres,  Spain,  18/08/2010  <http://www.salvador-­‐dali.org/museus/figueres/en_index.html>                                                                                                                   12  Ogilvy,  D  Confessions  of  an  Advertising  Man,  1963     4  
  • 5. say   some.   His   book   Lateral   Thinking13   could   orientated,   rebellious,   a   perfectionist   and  be   seem   as   a   paradoxy   since   it   is   a   logical   worried  about  wasting  their  time.  thinking  tool  that  enables  creative  thought.     Regarding   continuous   research,   Robert   Epstein   assess   that   the   creative   potential   is   in   every   person   and   is   not   exclusive.   Actually,   he   argues   that   creativity   can   be   learnt  and  is  dependent  on  hard  work  rather   than  the  inspiration  or  natural  gift.     Therefore,  everybody  is  creative  while  being   a  child  and  as  Sir.  Ken  Robinsons  says  in  his   TED   talk14   education   and   experience   kill   creativity.   Children   are   not   afraid   of   failure   or  other  social  fears,  they  don’t  learn  to  show     off,  don’t  feel  pressure…  but  all  this  is  learnt   in   time.   In   school   we   are   taught   how   things  Figure  3.  Where  Ideas  Come  Frome  by  Steven  Johnson.   are  and  not  what  they  may  become  or  how  to  TED  Talks  Video  http://www.youtube.com/watch?v=NugRZGDbPFU&fea think  creatively  about  them.    ture=related     All   these   limits   formed   by   a   combination     between   education,   experience   and   1.1.3.  Creativity  and  the  individual   knowledge   that   are   meant   to   be   broken   and     rebuild   in   creativity.   The   creative   processes  The  individual  is  the  main  actor  of  creativity   offer   strategies   to   see   beyond   what   is   also  since  it  is  the  creative  person  who  carries  out   called  heuristics.  the   process   of   generating   original   ideas.   In    The   Creative   Mind   (1992),   Boden   analyses    creativity   with   the   possibility   that   the Heuristics  computer   could   be   creative.     However   she    fails   proving   that   only   humans   can   get   the   It   could   be   said   that   our   minds   are  “feeling”   that   enables   them   to   generate   a   containers   of   ideas,   know-­‐how   and   life  creative  idea.   experience   but   we   need   a   method   and   also     an   attitude   to   remember   them.   At   the   same  From   Young   &   Rubicam   to   AMV   BBDO,   many   time,  this  knowledge  may  limit  us.    agencies   have   originated   and   grown   around    the  figure  of  a  creative  director.     The   writer   Jorge   Bucay15   explains   the   story     of   a   baby   elephant   that   is   chained.   The  The   Italian   sociologist   Pareto   defines   two   animal   tries   hard   to   get   rid   of   his   constrain  groups   of   people.   On   the   one   hand,   he   but  the  iron  is  too  strong  for  him.  Time  goes  presents   the   Speculator   (speculative)   the   by   and   the   elephant   grows   up   thinking   that  person   who   is   constantly   preoccupied   with   chains  are  unbreakable.    In  life,  it  is  common  the   possibilities   of   new   combinations.   On   the   to   problem   solve   in   a   way   that   is   routine   and  other   hand,   The   Rentier   (stockholder)   those   known  to  us.  This  is  in  fact  a  disadvantage,  as  considered   in   routine,   steady-­‐going,   it   disallows   any   creative   thought   from   that  unimaginative,  conserving  people.     which   we   have   been   taught.   The   brain   is     naturally   lazy   and   wants   to   economise   its  What   is   defended   in   this   paper   is   that   those   efforts   and   energy   expenses.  As   this   process  two  kinds  of  people  are  not  different  because   continues   in   life,   it   only   serves   to   make   us  of  their  personal  qualities  and  characteristics   more   rigid   and   inhibits   us   from   accepting   a  but   mainly   due   to   their   attitude   and   self-­‐ change   of   process   or   finding   new   pathways  confidence   towards   creativity.   As   Fletcher   to  solve  problems.      In  his  book  Iconoclasts  ,  defines,   the   creative   individual   is   different   Gregory  Berns  adds  that  creatives  see  things  from  others  because  he/she  has  fun  at  work,   differently   because   their   brains   do   not   fall  rejects   authority,   tends   to   be   egoist,   self-­‐                                                                                                                 14  Ken  Robinson  TED  talk   <http://www.ted.com/talks/ken_robinson_says_schools                                                                                                                 _kill_creativity.html>  13  Bono,  E.  De.  Lateral  Thinking.  A  text  book  of  creativity,   15  Bucay,  J.  Dejame  que  te  cuente  DeBolsillo,  Barcelona,  Penguin  books,  London,  1990.     2002     5  
  • 6. into   efficiency   traps   as   much   as   the   average   dichotomy   in   the   Creative’s   personality.  person’s  brain16.   Therefore,   Creatives   are   at   the   same   time     both   energetic   and   restful,   have   intelligence  Creatives   from   A.   Einstein   to   Kevin   Roberst   and   wit,   are   recreational   and   disciplined,   can  or   Paul   Arden   have   claimed   the   quote:   “You   be  imaginative  and  realistic  or  extrovert  and  only   get   something   new   when   you   do   introvert.  They  can  be  both  honest  or  proud,  something  different”.   and  can  rebel  or  be  a  traditionalist.       David   Ogilvy   (1963)   specifically   stated   that   something  more  is  required  than  long  baths, Abilities   music   and   holidays   to   find   brilliant   ideas.     Hard   work,   being   open-­‐minded   and  Creativity   may   be   simply   defined,   as   the   unlimited  curiosity  are  essential.    ability   to   imagine   or   invent   something   new,    but  in  fact  it  is  a  sum  of  abilities.  As  one  said   Authors  like  Sternberg  (1991)  are  quoted  for  previously,   anybody   could   be   creative   and   their   research   showing   that   creativity  there   are   certain   abilities   that   are   put   in   involves   being   open-­‐minded,   tolerate  practice   when   producing   ideas.   The   uncertainity,   self-­‐motivation,   self-­‐confidence  advantage   in   those   abilities   is   that   they   can   and  risk-­‐taking.    be  learned.     Using   one   of   M.   Boden     (1992)   examples,  The   main   abilities   used   in   creativity   are:   some  Creatives  are,  by  definition,  rebellious.  Perception,   Reminding,   and   Recognition.   In   Such  people  have  the  self-­‐assurance  and  the  other   words,   we   can   say   the   most   creative   courage,   not   to   mention   the   motivation,  individuals   have   the   ability   to   wisely   notice   required  to  swim  against  the  cultural  stream.  signals  sent  by  the  environment  and  identify   They   are   relatively   unlikely   to   be  interesting   things   and   consequently   discouraged  by  others  disapproval.    recognise   analogies,   which   implies   putting   to    work  the  associative  memory.     Nine  positive17  attitudes  have  been  identified     to  enhance  creativity:  The   individual   recalls   memories   and   life    experiences,  in  such  a  way  that  may  be  used   1. Curiosity  in   the   associative   or   combinational   process   2. Challenge  of  problem  solving.  The  specific  methods  and   3. Constructive  discontent  strategies  learnt  in  order  to  put  across  those   4. A   belief   that   most   problems   can   be  analogies   and   associations   are   called   solved  Intellectual   style,   skill   that   can   be   practiced   5. The   ability   to   suspend   judgement  and  adapted.     and  criticism     6. Seeing  the  good  in  the  bad  However   what   mainly   influences   the   7. Problems  lead  to  improvements  recognition   ability   is   the   IQ.   This   is   8. A  problem  can  also  be  a  solution  determined   by   genetics,   although   it   is   also   9. Problems   are   interesting   and  influenced   highly   by   the   working   or   social   emotionally  acceptable  environment  that  a  person  is  in.  The  fact  that    the   level   of   intelligence   of   an   individual    cannot   be   modified,   enhanced   or   learned   is   1.1.2. Constrains  highly   linked   to   attitudinal   aspects   of   the    person,   which   leads   us   to   reject   any   deeper   Constrains   affect   every   process   and   field   of  insight  about  IQ.     creativity   and   they   are   what   makes   new     ideas   possible.   Limits   and   rules   map   out   a     territory  and  show  the  possibilities  and  how Attitude                                                                                                                     17  Open  Learning  World.com  Positive  Attitudes  for  The   attitude   is   understood   as   the   outcome   of   Creativity  (July  2010)  mixing   personality,   life   experience   and   <http://www.openlearningworld.com/olw/courses/bomotivations.   Robert   Epstein   suggests   a   oks/Introduction%20to%20Creative%20Thinking/Myt hs%20about%20Creative%20Thinking%20and%20Pro                                                                                                                 blem%20Solving/Positive%20Attitudes%20for%20Cre16  Berns,  G.  Iconoclasts.  A  Neuroscientist  Reveals  How  to   ativity.html>  Think  Differently.  Harvard  Business  Press,    Massachusetts,  2010     6  
  • 7. they   can  be  explored,  broken  or  transformed   can   be   a   lonely   and   frightening   experience.  into  something  new.   Developing   the   confidence   to   do   this,     including   taking   risks   and   continually  In   her   book   The   Creative   Mind,   M.   Boden   learning   from   them,   unlocks   a   more  exposes   a   relevant   case   of   one   of   the   great   promising   future,   rather   than   being   stuck   in  musicians  ever  Johann  Sebastian  Bach.   narrow   thinking   patterns.   It   may   help   bring     the   planning   profession   the   stimulus   it   Bach  was  constrained  by  his  own  creative   needs”.   decision,   to   compose   a   Fugue   for   the   ‘Forty-­‐Eight’   in   the   key   of   C   minor,   and     that   meant   that   he   was   constraint   to   do   1.1.3. Fear   certain   things   and   not   others.   But   with     those   musical   constrains,   he   was   free   to   Humans   are   naturally   curious   but   compose   an   indefinite   large   range   of   simultaneously  are  fearful.  Fear  is  among  the   themes.   seven   basic   emotions   proposed   by   Paul   Ekman19:  Fear,  Sadness,  Anger,  Joy,  Surprise,  In  terms  of  advertising,  the  famous  campaign   Disgust   and   Contempt.   In   terms   of   fear,   the  of   Compare   de   Meerkat   was   the   result   of   main   classifications   go   from   fear   to   rejection,  breaking   constrains.   The   brief   given   was   to   failure,  loss  of  power,  not  having  enough  for  completely   reposition   the   website   for   car   survival  and  fear  to  change.  insurances   comparison    comparedemarket.com.   The   problem   was   Emotions  help  us  to  take  quick  answers  and  that   their   target   audience   already   used   the   decisions   in   moments   of   emergency.   This  Internet  as  a  primary  method  to  look  for  car   impulses  are  produced  in  a  part  of  the  brain  insurance,  however,  most  of  the  competitors   called   amygdale,   which   has   power   over   it.  were  already  using  the  net.  Consequently,  all   The   biological   design   of   emotions   in   human  keywords   for   searching   like   “compare”,   beings  is  the  result  of    thousands  of  years  of  “market”,   “car”,   “insurance”   etc.   were   either   evolution   and   despite   all   human  taken  already  or  were  too  expensive  to  fight   breakthroughs   and   civilizations,   the   brain  for   them.   The   solution   was   to   find   a   word   has  hardly  changed  its  emotional  system.  that  was  not  in  that  list  but  could  easily  lead  users   to   the   website,   and   so   Fears   are   useful   for   survival   and   predict  ComparedeMeerkat.com  was  born.   situations  but  they  are  also  blocking.  In  fact,     not   having   fear   would   be   quite   dangerous20.   The  paralysing  effects  of  fear  in  the  body  go   from   accelerating   heart   rate   to   generalised   muscle   tension,   more   blood   is   driven   to   the   brain   and   muscles,   rapid   breathing,   release   of   adrenaline   and   adopting   defence   mechanisms   and   aggressively.   Basically,   when  feeling  fear  the  body  gets  ready  to  run   away  and  then  the  brain  is  not  able  to  think   clearly  or  rationally  and  just  looks  for  a  way     out.   Nevertheless,   this   does   not   always  Figure  4.  SHOOTSCREEN   reflect  on  modern  life,  we  hardly  have  to  run  http://www.comparethemeerkat.com/   away   from   a   lion   or   any   frightening  Creative  process,  abilities  and  attitude  make   animalistic   situation!   Instead   the   twentieth-­‐the   constrains-­‐breaking   possible.   The   first   century   person   is   under   attack   from  Creative   has   perceived   and   analysed   the   mere  stressful  situations.    problem  and  has  found  its  boundaries  and  by    using  creative  methods  he’s  able  to  break  its  limits.   But   being   able   does   not   mean   doing                                                                                                                                                      something.   Actually,   as   M.   Higgins   and   J.   <http://www.centreforinnovations.com/researchLib/RMorgan   suggest   in   their   paper   ‘The   Role   of   ole%20of%20creativity%20in%20planning.pdf>  Creativity   in   Planning:   The   Creative   19  Emotional  Competency  Practitioner’   18   that   “breaking   new   ground   <http://www.emotionalcompetency.com/recognizing.h tm>                                                                                                                  18  Higgins,  M  and  Morgan,  J.  The  Role  of  Creativity  in   20  TV3  –  Vèncer  la  por  Planning:  The  ‘Creative  Practitioner’   <http://www.tv3.cat/videos/3021030>     7  
  • 8. “My  life  has  been  full  of  terrible  misfortunes   different   intelligences   is   a   big   step   in  most   of   which   never   happened”.   Michel   de   creativity   since   it   tends   to   reduce   blocks   in  Montaigne   (1533-­‐1592),   French   thinker   and   the    thinking  process.  politician.        The   neuroscientist   Antonio   Damasio21   adds   Emotional  Intelligence  "...the  emotional  signal  can  operate  under  the    radar   of   consciousness.   It   can   produce   Emotional   Intelligence24   is   a   term   used   to  alterations   in   working   memory,   attention   refer  the  abilities  of  recognising  our  own  and  and   reasoning   so   that   the   decision-­‐making   others’   feelings   and   motivate   ourselves   and  process  is  biased  toward  selecting  the  action   plus   adequately   manage   the   relationships  most   likely   to   lead   to   the   best   possible   with   others   and   with   ourselves,   too.   EI  outcome,   given   prior   experience.  Therefore,   gathers   different   skills   that   are  fear   makes   us   focus   in   just   one   think   and   complementary   to   IQ   or   academic  impedes  any  kind  of  lateral  or  creativity.   intelligence.    Darwin   already   refers   to   emotions   and   EI   is   the   way   of   interacting   with   the   world  innate  fear,  for  example,  when  his  own  child   taking   into   account   feelings   and   emotions,  started   crying   when   he   saw   a   lion   for   first   and   moreover   includes   skills   such   as  time  in  the  zoo.  The  curious  fact  here  is  that   controlling   impulses,   self-­‐consciousness,  children   are   afraid   of   darkness,   highs,   wild   motivation,   enthusiasm,   perseverance,  animals,  etc.  but  they  do  not   see  any  danger   empathy,  etc.    in  cars,  sockets,  guns  or  any  human  artefact.  The   reason   is   that   fear   and   emotional   In   Goleman’s   ‘Emotional   Intelligence:   Why   it  responses   can   be   educated,   we   can   learn   to   can   matter   more   than   IQ?’   Goleman   exposes  fear  a  car  but  at  the  same  time  we  can  learn   evidence   on   how   IQ   only   assures   a   10-­‐20%  to  live  in  a  skyscraper22.   of   success   and   it   comes   genetically   fixed   in     life.   Whilst   EI   can   be   improved.   In   fact,   the  Fear  cannot  be  avoided.  The  difference  is  on   limbic  system  in  brain  has  the  ability  to  learn  how  you  react.  Consequently,  the  challenge  is   at  any  time,  opposite  to  IQ.  what   attitude   we   take   in   front   of   a   problem,   An  example  is  the  si-­‐fi  film  Gattaca25  which  is  constrains   and   fear,   i.e.   how   emotionally   shows   the   story   of   succes   of   two   brothers  intelligent  we  are.   one   born   genetically   perfect   in   a   laboratory     and  the  other  being  a  “son  of  the  nature”.  The       plot   is   focused   on   the   idea   that   no   matter  2. What  is  Emotional  Intelligence?   how  you  are  genetically  determined,  what  is     your   IQ,   or   illness   probabilities,   etc.   but   if  Neil   French,   creative   assessor   of   Martin   you  have  the  attitude,  self-­‐determination  and  Sorrell  at  WPP  and  main  actor  in  the  Asiatic   know   how   to   manage   your   emotions   you  can  creative   revolution,   stated   in   an   interview23   achieve  your  objectives.    what  he  considers  the  basic  ingredients  to  be  a   good   matador   are   the   same   to   be   a   great    creative   (he   performed   both   jobs   for   long  time):     Courage,   creativity   and   self-­‐ The  steps  to  achieve  a  good  level  of  EI  are:  confidence.     He   added,   “All   my   experiences  taught   me   that   self-­‐confidence   is   the   most   1. Self-­‐awareness  important  one”.    In   life   we   face   situations   and   problems,   This   illustrates   the   ability   to   perceive   our  which   need   to   be   solved,   and   usually   this   emotions  in  a  precise  way.  As  human  beings,  requires   the   brain   to   perform   equally,   we   always   feel   something,   although   we   are  balancing   the   two   hemispheres,   the   logical   not   always   conscious   of   it.   Most   reading   on  and   the   creative.   Therefore,   developing   this   matter   suggests   that   you   should   listen   to   your   intuitions   as   much   as   your   rational                                                                                                                   thought.    21  Damasio,  A.  Looking  for  Spinoza.Vintage,  London,  2004  22  TV3  –  Pilar  Jericó  <http://www.tv3.cat/videos/2714290>                                                                                                                  23  Latin  Spots.  Neil  French:  el  elegido  de  WPP   24  Goleman,  D.  ;  La  práctica  de  la  inteligencia  http://www.latinspots.com/website/edicion_dossier.ph emocional.  Editorial  Kairós,  Barcelona,  1999  p?edicion=57&id=6114   25  IMDB  Gattaca   <http://www.imdb.com/title/tt0119177/>     8  
  • 9. The   journalist   Angela   Boto26   conducted   As   said   in   the   last   section,   fear   to   fail   is  research   for   the   Spanish   newspaper,   El   País   presented   in   the   life   of   the   everyday  reviewing  works  from  Malcom  Caldwell  who   Creative’s.   However,   as   Paul   Arden   says   in  in   his   ‘Intuitive   Intelligence’   article   revealed   his   book   ‘Whatever   you   think,   think   the  that;  “What  we  perceive  in  the  blink  of  an  eye   opposite’27,   it   is   really   difficult   to   succeed  is  as  right  as  we  can  find  out  after  months  of   without   previously   making   any   mistake,  plus  rational   analysis”.   As   explained   previously,   it   is   impossible   to   make   a   mistake   without  our   emotional   brain   needs   to   be   fast   in   the   risking,   therefore,   to   succeed   it   is   required  decision   making   process   and   in   summarising   take  risks.  all   the   information   from   ones   instincts   or    ‘gut  feelings’.  Although  some  may  argue  that   It   is   needed   to   understand   that   ideas   are   just  one  cannot  be  fully  confident  in  a  ‘gut  feeling’   ideas  and  they  are  just  harmless  and  at  most  as   a   reliable   source   of   intelligence   Lynethia   may   affect   our   shame.   In   terms   of   risk,   it   is  Heimel,   writer   and   columnist,   says,   “When   in   justified   it   to   compare   the   role   of   a   Creative  doubt,   make   a   fool   of   yourself.   There   is   a   in   advertising   to   the   daily   risk   of   a   nuclear  microscopically   thin   line   between   being   physicist,   in   terms   of   the   catastrophic  brilliantly   creative   and   acting   like   the   most   consequences  of  failure.      gigantic   idiot   on   Earth.   So   what   the   hell,    leap”.   However,   some   authors   like   Timothy   As   previously   stated,   stress   drains   our   body  Wildon,   Professor   of   Psychology   at   Virginia   of   energy   because   it   is   preparing   you   for  University,  defend  the  idea  of  going  with  the   possible   danger.   Therefore,   to   be   creative   we  flow  and  listening  to  our  ‘inner  us’.  From  my   need   to   control   and   facilitate   our   own  own   experience,   attending   to   different   emotional   responses.   For   instance,   the  workshops   in   theatre   and   improvisation   natural   reaction   to   happiness   is   to   increase  with   practitioners   and   coaches   such   as   Remy   activity  in  the  brain,  giving  a  positive  attitude  Bertrand,   head   manager   of   Imprology   that  releases  stress  and  tensions.  As  a  result,  London,  Gem  Skii,  actress  in  theatre  and  Rick   the   body   is   more   relaxed   and   ready   to   takle  Kiesewetter,   stand   up   comedian,   creativity   any  effort  or  task.  comes   from   inside.   That   is   not   easy   and  requires   practice   to   become   self-­‐confident   3. Self-­‐motivation  and  open  to  your  instinct.         Every   activity   or   behaviour   is   led   by   a   goal.  Goleman   aggress,   describing   the   process   as;   The   goal   is   basic   to   go   forward   but   also   to  ‘every   decision   we   make   is   directly   pay   attention,   self-­‐motivation   and   creativity.  influenced   by   our   emotions—a   specific   part   Managing  your  emotions  means  that  you  are  of   the   brain,  the   amygdale,   handles   all   basic   making   an   effort   to   achieve   a   certain  emotional   reactions,   such   as   fear   and   objective.   The   same   happens   with   creativity  anger.  The   neocortex,   or   "thinking"   part   of   in   advertising.   Any   creative   brief   is   created  the   brain,   allows   us   to   fully   comprehend   around   a   problem   to   be   solved,   which   is   a  situations.   In   fact,   our   reactions   are   the   goal.  result   of   our   unique   and    individual  combination  of   "thinking"   and   4. Empathy  "feeling"’.       Empathy   is   an   understanding   of   the   varied   2. Management   of   emotions,   fears   or   emotions   of   others   around   you.   It   is   an   stress   aspect   of   human   body   behaviour   and     Goleman   in   his   video   Emotional  One   of   Aristotle’s’   quotes   frequently   used   Intelligence28,   explains   the   example   of   how  when  discussing  emotions  suggests;  ‘anyone   emphatic   are   babies   because   when   they   feel  can   become   angry,   that   is   easy.   But   to   be   some  other  baby  cries,  they  cry  as  well.  angry   with   the   right   person   at   the   right   time,    and   for   the   right   purpose   and   in   the   right    way,   that   is   not   within   everyone’s   power   and  that  is  not  easy’.                                                                                                                     27  Arden,  P.  Whatever  you  think,  think  the  opposite,   Paidon  Press  Lt.,  London,  2005   28  VIDEOTAPE  VHS.  Emotional  intelligence  with  Daniel                                                                                                                   Goleman.  Video  Arts  2000  published  by  Barnes  &  Noble  26  Boto  A,  Corazonadas  Inteligentes.  El  País.  25  Sept.  05   Booksellers.  1998,  WETA  Washington,  DC.  <http://www.uv.es/~atortosa/intelintuitiva.htm>       9  
  • 10. 5. Social  Skills   4. The  agency      In  every  exchange  or  communication  we  can   Most   definitions   of   creativity   understand   it  leave  others  feeling  better  or  worse  because   as   the   combination   of   previous   ideas.   The  emotional   exchanges   are   contagious.   creative   process   involves   positively  Therefore,   in   the   creative   task   of   devising   a   challanging  assumptions  and  facin  stress  and  message   some   agencies   position   themselves   uncertainity.  towards   positivism.   In   a   visit   to   Bucks   New  University,   Will   Collin,   Naked   To   make   creativity   possible   attitudes   like  Communications,   said   the   ultimate   goal   of   positivism,   optimism,   trust   and   hope   are  advertising  is  to  generate  a  state  of  wellbeing   needed.   It   means   an   environment  in  the  audience  and  succeeds  in  transmitting   emotionally   positive   to   allow   people   to  happiness.   In   agreement,   the   agency   Mother   expand   their   mind.   Somehow   the   creatives  London   supports   the   idea   that   advertising   need   the   license   to   make   mistakes,   prove,  has  to  be  entertaining  and  emotional.   digress  and  create  without  fearing  failure.         Psychology   of   the   game   and   safety   are  3. Emotional  creativity   supporting   the   idea   a   safe   supportive   environment   allowed   each   person   to   journey     down  the  path  of  self-­‐discovery,  self-­‐  esteem  Emotions  have  been  popularly  understood  as   and   self-­‐directed   learning.Picasso,   for  facilitators   but   at   the   same   time   as   raw   instance,   implied   that   he   formed   no  material   for   creativity.   In   fact,   emotions   are   expectations,   that   he   could   advance   his   art  basic   in   persuasion   and   rhetorical   tasks.   without  having  to  look  where  he  was  going  ‘  Emotional   creativity   could   be   described   as   je   ne   cherche   pas,   je   trouve’.Therefore,   the  the   ability   to   freely   adapt   and   perform   our   agency   is   the   Environment   and   is   meant   to  emotions  to  different  situations.  It  is  the  next   work  as  facilitator  of  creativity.    step   after   EI.   A   mans   maturity:   that   is   to    have   rediscovered   the   seriousness   he   Agencies  like  Mother,  for  instance,  have  been  possessed  as  a  child  at  play.  –  Nietzsche   structured  with  “the  best  interest  in  creative     work”   at   the   forefront.   Kate   Mackay,  Learning   by   doing   is   also   beneficial   for   Strategist   at   Mother29   suggests   that  emotional   intelligence   and   creativity.   The   creativity   can   be   boosted   by   eliminating   the  only   way   to   become   creative   is   by   being   department   of   accounts,   or   even   a   more  creative   and   looking   for   diverse   solutions,   minor   gesture,   such   as   sitting   next   to  new   points   of   view,   breaking   rules,   somebody   different   in   the   office   area.   She  questioning,  making  analogies,  etc.   works   from   the   simple   principle   that     creativity   is   result   of   social   interaction30.  “Tell  me  and  I  forget.  Teach  me  and  I   Processes   like   the   production   of   Culture   or  remember.  Involve  me  and  I  learn.”   new   marketing   trends   of   co-­‐creation   are  Benjamin  Franklin   based   on   a   sociological   and   cooperative   exchange   of   ideas   as   a   mean   to   be   highly   more   creative   than   the   mere   individual.   Hence,   people   working   in   creativity   are   really   influencing   the   motivation   of   Creatives.  Agencies  like  BBH  are  closer  to  the   BMP31   model   of   planning   and   therefore,   planners   are   understood   as   catalysts   of   creativity   and   have   responsibility   to   motivate  and  develop  their  creatives.                                                                                                                     29  Workshop  in  Creative  Planning  at  Mother  London.   June  2010   30  Rogers,  C  Carl  Rogers  on  personal  power.  Inner   Strenght  and  its  revolutionary  impact  London,  1996                                                 31  Habberstad,  H.  The  Anatomy  of  Account  Planning  –  The  Figure  5.  Albert  Einstein  http://enzodavid.files.wordpress.com/2007/08/einstein.jpg   creativity  behind  the  creativity.  Online,  2007.   <http://plannersphere.pbworks.com/browse/#view=Vi ewAllObjects>     10  
  • 11. Creativity   may   be   fostered   through   with   self-­‐ curious   enough   to   tackle   the   creative  management,   training   for   staff,   organization   process.    culture,   workshops,   supportive   systems,   etc.    By   and   large,   it   is   a   matter   of   investment   in   Structured   in   different   models   or   methods,  people   and   their   well-­‐being.   Nevertheless,   the   thinking   process   in   creativity   requires  most   agencies   seem   to   mainly   focus   their   breaking   our   natural   way   of   processing  approach  on  the  combination  of  ideas  bit  and   information.   Human   brain   uses   knowledge,  leave  other  aspects  of  creativity  like  EI  under   experience   and   teachings   to   become   more  the  responsibility  of  an  autodidact  creative.     efficient   and   minimise   risk   when   taking     decisions.  It  is  in  fact  as  result  of  millions  of  Google   is   a   prime   example   of   this   theory   in   years   of   evolution   that   our   survival   system  practice.   It   bets   for   self-­‐direction   and   the   makes   people   take   ‘ways’   that   have   already  company   gives   their   engineers   20%   of   their   been   tried   and   successful.   However,   being  time  to  work  in  free  projects.  Google  believes   creative   means   breaking   a   problem   limits  working   under   orders   of   a   manager   and   by   and   explore   uncharted   territories.   As   a  objectives,   with   incentives   or   rewards   has   result,  the  individual  will  be  able  to  get  new  been   proven   to   generate   stress.   This   20%   stimulus   and   associate   them   with   the  time   therefore   boosts   creativity,   flexibility   problem.   This   combinations   of   old   and   new  and   the   happiness   of   their   staff32.     However,   stimulus,   insights   or   information   can   result  this   is   not   always   the   case   in   advertising,   as   unique   and   novel   idea   that   at   the   same  instead   expecting   their   staff   to   undertake   time   may   transform   the   problem   into   an  this   ´recreation’   in   their   own,   personal   time,   opportunity.  therefore  having  the  reverse  effect.   So,   is   this    is  the  case  to  what  extent  can  an  advertising   However,   this   breaking   process   puts   the  agency   be   expected   give   its   Creatives   time   or   Creative   in   an   uncertain   conceptual-­‐space,  resources   to   develop   their   EI?   At   the   end   of   where   the   individual   becomes   afraid   or  this   dissertation   some   new   lines   of   research   stressed   because   he/she   does   not   know   any  are  exposed  for  future  academic  purposes.   ‘successful  route’  to  take  and  he  finds  himself     without   a   map   to   follow.   Stress   and   fear   are     not   rational   phenomenon.   They   are   based   on  Conclusions   emotional  stimulus  that  prepare  the  body  to     run   away   form   any   danger   and   for   that  To  some  extent  creativity  is  still  a  formula  to   reason   it   does   not   allow   us   to   think  be   completely   decoded.   Recent   research   has   creatively.   Here   is   where   Emotional  nevertheless   shown   that   certain   factors   are   Intelligence   also   takes   place   and   the  highly  influential  in   the   process   of   producing   individual  will  have  to  manage  his/her  fears  ideas   and   in   this   dissertation   creativity   has   in  order  to  be  able  to  explore  any  concept,  no  been   deconstructed   to   prove   that   Emotional   matter   the   crazy   or   impossible   it   may   seem.  Intelligence   is   crucial   in   the   whole   thinking   Consequently,   the   necessary   attitude   for  process.   creativity   can   be   summed   up   as   a     management   of   fears   and   release   of  The   main   reason   exposed   concludes   that,   in   emotions,  in  other  words,  being  Emotionally  creativity,   the   use   of   the   left   hemisphere   of   Intelligent.    the   brain   (non-­‐logical,   intuitive   or   also   called    emotional)  is  required.  Therefore,  in  order  to   But   the   benefits   of   being   emotionally  be   creative   one   has   to   learn   how   to   be   intelligent   do   not   finish   here,   since   EI   also  emotionally   intelligent.   Abilities   such   as   implies   empathy   and   social   skills,   which   on  recognising   and   managing   oneself   and   the  one  hand  are  needed  to  produce  a  proper  others’   feelings   become   facilitators   of   the   exchange   of   ideas   and   find   new   points   of  Creative’s  attitude  and  help  him  to  gain  self-­‐ view.   This   cooperative   and   social   process   is  confidence   and   autonomy.   That   will   allow   basic   to   boost   the   combination   of   ideas   stage  the  individual  to  be  brave,  open-­‐minded  and   and  then  enrich  and  build  up  ideas.       On   the   other   hand,   fostering   these   social   abilities  help  the  creatives  and  their  colleges                                                                                                                  32  Daniel  Pink  –  TED  talks  -­‐  The  surprising  science  of   to   generate   a   positive,   ‘safe’   and   playful  motivation   environment   to   make   mistakes,   explore   and  <http://www.youtube.com/watch?v=rrkrvAUbU9Y&fea enjoy   fears,   i.e.   for   the   production   of   ideas.  ture=related>       11  
  • 12. Actually,  this  environment  is  the  advertising   on   creative’s   Emotional   Intelligence.   This  agency.     will,   as   defended   in   this   dissertation,     accelerate   the   creative   process   and   then  This   has   been   a   theoretical   thesis   that   has   confer   a   differential   value   to   those   creatives  been   evidenced   on   researches   from   other   or  agencies  that  invest  time  and  resources  on  various   psychologists   as   well   as   discussions   workshops,   courses   or   even   just   habits   that  with   practitioners   in   advertising.   foster  EI.  It  is  the  ultimate  goal  because  for  a  Nonetheless,   a   new   step   forward   should   be   business   making   the   difference   above   the  taken  to  completely  prove  that  a  high  level  of   competence  is  a  clear  way  to  success.  EI   could   foster   creativity   in   the   actual  advertising   industry.   As   a   result,   I   am    offering   next   new   lines   of   work   for   future    research.          Next   step.   What   is   the   actual      reality   in   terms   of   Emotional    Intelligence   for   creatives   in    agencies?      The   next   step   on   researching   the   benefits   of    Emotional   Intelligence   in   creativity   would   be    to   carry   out   a   survey   and   deeper   interviews    to   reveal   the   reality   of   this   approach   in    advertising  agencies.      The   population   to   be   interviewed   should   be    mainly   creatives   but   also   planners,   RH   and    CEO  as  possible  facilitators  for  creatives.  UK    Advertising   industry   due   to   his   high    development   would   be   an   ideal   field   of    research.      This  paper  and  its  research  lead  us  to  devise    certain   questions   that   could   be   asked   to    different  practitioners  in  creativity:           1. What   are   the   most   important   features  in  a  creative’s  personality?     2. What   does   the   agency   do   to   foster     these  features  of  personality?     3. How   many   time   and   resources   are     taken  to?     4. Who   should   be   responsible   of   taking   care  of  the  creative’s  EI?     o The  creative  himself     o Creative  Director     o Planner     o RH     o Client   5. What  would  you  like  to  be  done?       6. What  can  be  done?          Positive   results   can   be   expected   form   this  survey,   which   will   then   completely   prove   my    thesis  and  consequently  enable  practitioners    to   develop   techniques   and   methods   to   work       12  
  • 13. 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