Professor Jorge Villegas
When I got my undergraduate degree in Monterrey, Mexico, I was absolutely sure that I was done with school. I wanted to be a market researcher, a copywriter, a director of TV commercials, or a writer. I was lucky to do all these activities before turning 30. In all of these jobs, I always had questions such as: How does this really work? Why do we do it this way? What is the theory behind this? The only way to answer these questions was to get a doctorate degree where you learn how to empirically test theories and develop new knowledge. In general, if you want to be a researcher, you need to be a teacher. So I stumbled upon teaching as a profession. Now, I can’t imagine doing anything else but doing research and teaching.
Probably the most fun project that I am working on is creativity in ad agencies. My research sees creativity as the outcome of an advertising agency’s environment, philosophy, and personnel. The main objective of my research is to develop a holistic model of this organizational strategic resource and process. It’s very cool to interview for an hour or two some of the most creative people in top agencies and learn about the past, present, and future of the advertising world.