Independent creative teams generate more benefits

The key to the success of a commercial product may be to keep the head away from the creative team, according to a report by Nielsen and published by Ad Age magazine, which estimates that the benefits are indirectly proportional to the presence of superiors.

Nielsen oversaw the process of creation of 30 products and then measured the income and benefits they threw, determining that the independent teams generate 80% more profit.

"Until the dispute with the hands high things work, because they often engage in the creative process too, especially when things do not work," said Tom Agan, Nielsen vicre president management.

In this sense, Peter Klein, director of development for advertisers like Gillette and Kraft, told the publication that the managerial staff often have little experience in this field, so the job is best left to specialists.

Doug Hall, consultant, disagrees and argues that this idea is wrong, unless they are completely incompetent management, while recognizing that this problem is quite widespread in business