THE CREATIVE PROCESS OF OUTDOOR ADVERTISING IN JAKARTA FROM THE SIDE OF CREATIVE TEAM IN AN AGENCY AND THE ADVERTISER AS THE BRAND OWNER

Abstract

The purpose of this research was to find out about the creative process of outdoor advertising in Jakarta from the side of creative team in an agency and the advertiser as the brand owner. Creating an outdoor advertising is not easy. Not only have to creating an advertising that consist of non-verbal (visual) and verbal messages to be seen from a moving traffic or during their busy activities but also creating an advertising that move customers to buy the products. Advertising Agency that specializes at outdoor advertising must consider specific requirements to create advertising such as: location, traffic density, creative technique, and the opportunity to interact with public. This thesis was focused on the agency – client relationship, creative process, response client toward the outdoor advertising and public space. A qualitative method was used in conducting the research by using in-depth-interview with the informants, observations and related document such as company database and websites. Researcher has interviewed Joki, the Creative Design of Mahaka Advertising, specialist outdoor advertising agency and Reno Reinaldi, Account Executive of Celsius Creative Communication. From the advertiser side, researcher had interviewed Yunita Sunardi, Marketing Nasional Divisi Promosi PT. Multistrada Arah Sarana Tbk. Results from this research were agency-client relationship is important to make the advertisement successful. Mahaka Advertising creative process is start with problem from their client and end with solution provide by Mahaka Advertising. The solution could be same to what the client wanted before but also can be 1800 different and they have data research to support it. Client usually using outdoor advertising as supplementary medium and it has to be coordinated with the other media they use for the campaign. Outdoor advertising in Jakarta can be seen from economy and aesthetic view. All in all, creative process of outdoor advertising is not easy but it has plenty rooms for creativity and innovation to grab customer’s attention and persuade them to buy the products. And it is an important medium as part of marketing communications.