The paper reviews and analyzes the use of idea generation techniques in Spanish advertising agencies. It examines 15 techniques and conducts 22 interviews with professionals in the field. Most respondents know several techniques and agree on their usefulness, with brainstorming being the most recognized. Although the use of these techniques is widespread, advertising creatives often prefer their own methods, which are related to the most known techniques. The study highlights the diversity of techniques and their application in different contexts. While many professionals find these techniques useful, they also acknowledge that no single technique is universally effective, and creativity often involves a combination of factors beyond technical methods. The findings suggest that while idea generation techniques are widely known and used, their effectiveness depends on the individual's approach and the specific creative process.The paper reviews and analyzes the use of idea generation techniques in Spanish advertising agencies. It examines 15 techniques and conducts 22 interviews with professionals in the field. Most respondents know several techniques and agree on their usefulness, with brainstorming being the most recognized. Although the use of these techniques is widespread, advertising creatives often prefer their own methods, which are related to the most known techniques. The study highlights the diversity of techniques and their application in different contexts. While many professionals find these techniques useful, they also acknowledge that no single technique is universally effective, and creativity often involves a combination of factors beyond technical methods. The findings suggest that while idea generation techniques are widely known and used, their effectiveness depends on the individual's approach and the specific creative process.