Dr. Agung Eko Budiwaspada, M.Sn.
The era of globalization which is expected to create a large narrative about the stereotype creative idea of advertising messages, in fact it gives birth to small narratives about locality. This is in line with postmoderent discourse which carries pluralism as one of the main themes, by more lifting local phenomena that are also a criticism of universality in cultural construction. Ads are the result of collective work of various individual roles incorporated in the institutional bureau institution that is assembled by corporate culture. Creative ideas for advertising messages as one of the results of behavior that reflects advertising corporate culture, especially in the core value of the core value that plays the central position of 4 other elements, namely: business environment, exemplary, ceremonies / rituals, and cultural tissue. Equivalent to the general concept of culture, corporate culture (corporate culture) is understood as a system of value believed, studied, applied, and developed by all individuals in an organization continuously, serves as a reference for behavior in the organization to achieve the company's goals. Underlined that the creation process in creating creative ideas for advertising messages are guided by the behavioral guidelines set out in the Core Value Culture Company Advertising Bureau. In the context of globalization create a conducive climate for the operation of the multinational advertising agency, and force local advertising agencies to compete directly. If it is stated that the success of the advertising bureau is determined by creativity in creating advertisements, then local ads (as small narratives) have the opportunity to win competition with advertising created by multinational advertising agencies (globalization narration). From this background, KK KVMM which has concentration in the field of advertising is motivated to contribute to understanding the existence of the creativity of the production of the production of local advertising agencies by proposing a research program that provides the value of locality as a reflection of the Core Value Culture of the local advertising company. This is also dedicated as an effort to support the achievement of ITB as Entrepreneurial University.
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