UK Advertising Creatives’ thoughts and feelings on the role of their work in society.

Mariana Zerbin’s doctoral research explores work identity and social issues of advertising creatives (art directors, copywriters and creative directors). As part of their everyday job, these employees must create new imaginaries to achieve their clients’ cultural and commercial objectives. Presently, we do not understand how advertising creatives think and feel about the effects of their work. Using qualitative methods, Mariana is exploring the kinds of situations and campaigns that may trigger conflict and how creatives cope with such personal challenges. This research into the generation and maintenance of professional identities takes place in the unique and influential context of advertising creative work.