“Creatives’ Brand Attitudes Affect the Type of Ads They Produce”, a study by Cátia Alves, was the cover theme of the latest issue of Marketeer. The magazine aimed to explain how the output that advertising creatives produce is impacted by whether they like the brand or not. Cátia Alves explained that, in the context of advertising agencies, working with a brand you don't like is not necessarily harmful, contrary to what the managers of these companies believe. It all depends on the objective you want to achieve with the campaign. The research proposes that this is because creatives who dislike a brand try to stay rational and suppress their emotions to correct a perceived bias.