PT - JOURNAL ARTICLE AU - Sheila Lucy Sasser AU - Scott Koslow AU - Mark Kilgour TI - Matching Creative Agencies With Results-Driven Marketers AID - 10.2501/JAR-53-3-297-312 DP - 2013 Sep 01 TA - Journal of Advertising Research PG - 297--312 VI - 53 IP - 3 4099 - http://www.journalofadvertisingresearch.com/content/53/3/297.short 4100 - http://www.journalofadvertisingresearch.com/content/53/3/297.full SO - J Advert Res2013 Sep 01; 53 AB - Creativity in advertising is a balancing act. Marketers say they want greater creativity, yet their agencies feel that these clients reject cutting-edge work and fail to adopt risky campaigns. So, when is highly creative advertising really needed, and when is it most appropriate? Why are clients “risk averse” as they avoid taking chances when times are good and should “breakthrough” advertising air during good and bad times? Copy testing and the impact of organizational politics on creative campaigns are key factors. The client's openness to new ideas was examined as a conditional variable across 1,125 advertising campaigns reported by 408 advertising agency subjects.