This paper reviews the main techniques for idea generation applied in the field of advertising and analyzes the degree of knowledge and usage of these techniques by professionals in Spanish advertising agencies. Fifteen techniques were reviewed, and 22 interviews were conducted. The majority of respondents are familiar with several techniques and agree on their usefulness, with brainstorming being the most widely recognized technique. While the degree of use is high and diverse, advertising creatives often prefer to use their own methods, which are related to the most well-known techniques. The study highlights the importance of creativity in the advertising industry and the role of idea generation techniques in fostering creative problem-solving. It also discusses the limitations and variations of these techniques, emphasizing the need for a personalized approach to creativity in advertising agencies.This paper reviews the main techniques for idea generation applied in the field of advertising and analyzes the degree of knowledge and usage of these techniques by professionals in Spanish advertising agencies. Fifteen techniques were reviewed, and 22 interviews were conducted. The majority of respondents are familiar with several techniques and agree on their usefulness, with brainstorming being the most widely recognized technique. While the degree of use is high and diverse, advertising creatives often prefer to use their own methods, which are related to the most well-known techniques. The study highlights the importance of creativity in the advertising industry and the role of idea generation techniques in fostering creative problem-solving. It also discusses the limitations and variations of these techniques, emphasizing the need for a personalized approach to creativity in advertising agencies.