This work addresses creativity as an object of study from an analytical and functional-strategic perspective. Its purpose is very specific: to serve as a pedagogical and training tool in various fields of intervention. It is a concise and accessible text for professionals, teachers, and students of Advertising, Design, Marketing, Public Relations, Social Communication, Business, and Administration. This work is enriched by the valuable professional and academic contributions of Professors Viviana Reynoso on creative processes and Claudio G. Basile on Marketing Communications and BTL activities.

Fernando A. Roig studied Advertising at the National University of Lomas de Zamora and later earned a Bachelor's degree in Education with a specialization in Curriculum Evaluation and Development from the National University of Quilmes. He completed postgraduate studies in Constructivism and Social Sciences at FLACSO. A postgraduate specialist in Humanities and Social Sciences with a focus on communication at UNQUI, he also taught at various private and public universities and was a professor in the Master's program in Branding at the University of Guayaquil. He directed the Bachelor's degree program in Advertising and the postgraduate program in Brand Building at UCES and served as a judge in various national and international competitions. He led numerous seminars in different Latin American countries. He received the 2006 Academic Vocation Award from the El Libro Foundation.
He began his advertising career in 1981 at the J. Walter Thompson agency, then moved to Lintas Buenos Aires and became Creative Director of Young & Rubicam and FCB in Ecuador, also working for Peru, Colombia and Mexico.

Author
Fernando A. Roig

Technical specifications
Edited by: Infinity
Year: 2017
Type: Book
Binding: Paperback
Dimensions: 21 x 13 cm
Weight: 170 gr
Spanish
Pages: 136
ISBN: 978-987-9393-69-7