On The Innovative Management Of Creative Talents

Advertising is an important part of modern service industry and cultural industry,it play a positive role in shaping the brand image, displaying, promoting innovation,promoting development, guiding consumption, stimulating domestic demand,spreading advanced culture and constructing a harmonious society. Creative talentsis very important for the development and progress of the advertising company andthe whole industry, they are the most important capital and strength of advertisingcompany. Due to its value, scarcity, and difficult to imitation, advertising creativetalents has become the most important resources of the advertising company andadvertising industry.Under the background of the rapid development of theadvertising industry in China, the present situation of the advertising creative talentsflow frequently turnover. Because of the psychological characteristics, thinking,behavior and the properties of creative talents are different, they need innovationmanagement which is different from traditional management.In order to improve advertising artists creative thinking activity, more and moreenterprises begin to implement the innovation management method for the creativetalents. The writer has made some depth interview with some advertising creativetalents and some advertising company managers to know some specific innovationmanagement measures which have been implemented in current advertisingcompanies.By repeated selection, the writer compiles the questionnaire from theoffice environment (including indoor and outdoor), flexible working hours, customersand teams, leadership styles and so on, and then issues the questionnaire, makes thecollection and statistical analysis.Through the questionnaire survey and data analysis, the author finds thatarranging innovative office space vision indoor and outdoor, creating a good scenery,enabling flexible working hours, paying attention to team building and strengtheningthe communication between team members, paying attention to the diversificationof customer type and innovating leadership style can improve the advertisingcreative thinking activity and creativity to a certain extent in current management measureswhich have a remarkable achievement.At the same time, there are still some shortcomings in the innovativemanagement measures for the advertising creative talents now,such as indoor andoutdoor office also need to optimize environment, flexible working hours is notimplemented reasonable, means of communication with the customer needs to beimproved, many advertising companies are still using traditional leadership,advertising creative team working efficiency is generally, reasonable salary andwelfare allocation is not enough, many advertising companies did not meet thecreative talents’s needs of training for the industry, etc.The author puts forward some countermeasures with relevant knowledge fromthe macroscopic and microscopic two aspects. Microcosmic countermeasures basedon the questionnaires are mainly the optimized environment of indoor and outdoor,enabling flexible working hours, handling the relations with customers, innovativemanagement and effective measures to build high performance teams, flexiblewelfare system countermeasures, advertising artist training countermeasures. Thecountermeasures for macroscopic emphasizes the construction of the whole socialinnovative environment and strengthen the protection of creative property rights.