RT Journal Article SR Electronic T1 Drivers of Creativity Within Advertising Agencies JF Journal of Advertising Research JO J Advert Res FD WARC SP JAR-2017-011 DO 10.2501/JAR-2017-015 A1 Huw O'Connor A1 Mark Kilgour A1 Scott Koslow A1 Sheila Sasser YR 2017 UL http://www.journalofadvertisingresearch.com/content/early/2017/03/29/JAR-2017-015.abstract AB There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context. This article explores how structural elements may be applied to achieve different flavors of creativity via their effects on originality and strategy. The study examined 554 campaigns in a field study of Australia- and New Zealand-based advertising-agency professionals from Sydney, Melbourne, and Auckland. Findings suggest that agencies can deploy their service-level resources flexibly, but not all structural configurations lead to the best outputs, depending on the client context. Managerial implications, limitations, and directions for future research are discussed.