The Confirmative Study On Competency Character Of AD Creatives

The research of competence began in the 1970s in the U.S, competence is a term used to describe the internal characteristics possessed by the excellent performers and help differentiate from the average performers. This research employs questionnaire survey and Behavior Event Interview to explore the competence model and qualification dictionary for creative in the advertisement agency.Based on data references, open interview and Behavior Event Interview, a self-constructed creative competence questionnaire is made, after an experimental test in some AD agencies, the questionnaire is revised and formally used in the survey of 300 creative in the AD agencies and planning organizations in four cities, and five competences are identified as creative intelligence, marketing oriented, service consciousness, communication skills and persistent personality, the author further explore the differences of the subject on gender, advertisement agency type, age, education level, and finds that the international agencies pay more attention to service consciousness, the creatives in management level pay more attention to marketing orientation and service consciousness, the creatives in adulthood pay more attention to creative intelligence and service consciousness, the well-educated creatives pay more attention to the creative intelligence.The results and findings of this research will benefit the HR practices as recruitment, performance management, reward management and career development planning in the AD agencies and other related organizations.