PERANCANGAN STRUKTUR ORGANISASI BIRO IKLAN YANG EFEKTIF MENDUKUNG KREATIVITAS KARYAWAN (STUDI KASUS DI BIRO IKLAN)

• Main Author: Sulfikar
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/4741
• Institution: Institut Teknologi Bandung

<b>Abstract:<p align=\"justify\"> <br /> Advertising agencies face difficulties in coordinating their creative people in Creative function with other employees in other functions. The problems arise mainly from creative ads development activities, which is the most important step in planning the advertisement. This step is difficult to analyze, done by thinking laterally, and abstract in nature. With all these characteristics, it is hard to determine when the \'big idea\' will come.<p align=\"justify\"> <br /> The creative people in Creative function conduct this creative development. They have unique characteristics such as strong backgrounds in art, individualistic, highly specialized, have no loyalty to their employer, and only respect for talent than status. The highly interdependence between this function with other functions make it difficult for the organization to meet the agreed deadlines (that have been approved with clients). Hence, the design of the right structure to accommodate the problems is required.<p align=\"justify\"> <br /> Analysis on advertisement development process shows a strong interdependence between Creative function with Production and Client Service functions. The strongest linkage is between Creative and Production. Analysis on external environment indicates there are a fast development of media technologies and a tendency to use an integrated communication campaign.<p align=\"justify\"> <br /> Based on results of internal and external environment analysis, three alternative structure designs have been proposed. Alternative 1 is based on functional structure where Production and Creative function are consolidated in one department. Alternative 2 is a matrix structure where employees are grouped according to account and their function. The employees have two leaders, one from their group account, and the other from the function group. The last alternative is business unit structure that constitutes Client Service and Creative as core unit. Media and Production is taken place in business unit if the organization have sufficient human resource.<p align=\"justify\"> <br /> The organization must consider its characteristics and conditions that fits with the structure design alternatives.