PT  - JOURNAL ARTICLE
AU  - Jacqueline Lynch
AU  - Douglas C. West
TI  - Agency Creativity: Teams and Performance
AID  - 10.2501/JAR-2017-006
DP  - 2017 Mar 01
TA  - Journal of Advertising Research
PG  - 67--81
VI  - 57
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/57/1/67.short
4100  - http://www.journalofadvertisingresearch.com/content/57/1/67.full
SO  - J Advert Res2017 Mar 01; 57
AB  - Agency creativity is a product of team efforts whereby members interact to share knowledge, skills, and expertise to produce creative campaigns. For an agency, this is an invaluable resource. Using a multidisciplinary approach, the authors of the current article propose a conceptual model that links teams' knowledge utilization, agency creativity, and performance. By considering incremental and radical creativity, the model also builds on the idea that creativity is a multidimensional construct. The framework is presented to act as a catalyst on which to build future empirical research on the nature of team creativity in advertising agencies.