ORGANIZATIONAL LEARNING AS AN ALLY IN CREATIVE PROCESSES : CASE STUDY OF BRIVIA DEZ COMUNICAÇÃO

Abstract

This article is about organizational learning in communication agencies. The objective is to identify the contribution of organizational learning in the creative processes of Brivia Dez Comunicação. It is understood that organizational learning benefits the creative processes of communication agencies and that creativity must occur satisfactorily in the routine of these professionals. From this, a descriptive, qualitative research was carried out with an in-depth interview in 2021, totaling six professionals from the creative areas of the agency. As a result, it was identified that there is organizational learning in the agency. And, that the agency cares about and encourages the dissemination of knowledge, but this happens in a fragile way, specifically in creative teams, by showing that factors such as differences in the formation of tribes, leaders, client profile and workflow can be points of attention to be observed by the agency to ensure fluidity and effectiveness. It was also possible to validate the theoretical foundation information that shows that only the intention to generate organizational learning is not enough, it is important to respect the factors and processes generating a continuous and satisfactory practice.