Sociomaterialidade no Processo Criativo em Agências de Publicidade

Priscila Ricardo dos Santos da Silveira; José Edemir da Silva Anjo

doi:10.5020/2318-0722.2025.31.e15823

Authors

Priscila Ricardo dos Santos da Silveira Federal University of Espírito Santo, Vitória, Espírito Santo, Brazil https://orcid.org/0000-0001-9564-7090
José Edemir da Silva Anjo Federal University of Espírito Santo, Vitória, Espírito Santo, Brazil https://orcid.org/0000-0002-5989-1173

DOI:

https://doi.org/10.5020/2318-0722.2025.31.e15823

Keywords:

sociomateriality, creative process, advertising agencies, creative industries

Abstract

Traditionally, studies on creativity have emphasized approaches centered on individual cognitive abilities or, more broadly, on social and environmental factors. This study aimed to examine how sociomaterial aspects shape the creative process in advertising agencies, a sector in which creativity constitutes the core of organizational activities. Situated within the context of the creative industries, the study is grounded in the understanding that advertising production involves not only individual skills but also continuous interactions among professionals, artifacts, digital technologies, and workspaces. This is a qualitative study, based on participant observation conducted in an advertising agency, with the activities of the creative department serving as the empirical reference. The findings indicate that creative solutions emerge from a creative assemblage composed of human and non-human elements, articulated within a virtual synthetic world enabled primarily by the intensive use of the internet and digital tools. By conceptualizing creativity as a situated and relational practice, and by assuming the inseparability of humans and artifacts, this study contributes to a sociomaterial turn in creativity research, extending the understanding of the phenomenon beyond exclusively psychological or social perspectives. The study offers contributions to the field by demonstrating how materiality enhances and shapes the creative process in everyday organizational contexts, reinforcing the view of creativity as a sociomaterial practice.

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Translations of this article

Sociomateriality in the Creative Process of Advertising Agencies (English)

Author Biographies

Priscila Ricardo dos Santos da Silveira, Federal University of Espírito Santo, Vitória, Espírito Santo, Brazil

Holds a degree in Social Communication with a specialization in Advertising from UFES (2007), a MSc in Business Administration from UFES (2016), and a PhD in Administration from UFES (2022). Holds an MBA in Strategic Communication Management from University of Vila Velha (2010), an MBA in Strategic Marketing Management from UFES (2013), and a Post-MBA in Digital Communication and Marketing from Fundação Getúlio Vargas (2013). She has 14 years of experience in Marketing and Communication Management, working since 2007 in corporate marketing and communication departments.

José Edemir da Silva Anjo, Federal University of Espírito Santo, Vitória, Espírito Santo, Brazil

Postdoctorate fellowship in Administration at the Graduate Program in Administration of UFES (2025). He holds a PhD in Administration from the Federal University of Lavras (UFLA, 2023), in the research line Organizations, Management and Society, and a MSc in Administration at the Graduate Program in Administration of UFES (2019), in the research line Organizational and Cultural Practices. He also holds a specialization in Public Management (2018) from UFES and a specialization in University Pedagogy (2021) from Federal University of Triângulo Mineiro (UFTM). He earned his BA in Administration (2016) from Federal University of Alagoas (UFAL). He is a researcher affiliated with the Study Group on Creativity and Innovation (UFES), the Research Group on Management as Social Practice (UFLA), and Amazônida, a research, extension and local development group in the Western Amazon at Federal University of Rondônia.

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