RT Journal Article
SR Electronic
T1 How Has the Digital Environment Affected Advertising Creativity?
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 2022-010
DO 10.2501/JAR-2022-010
A1 Petra Goor
A1 Gayle Kerr
A1 Hyun Seung Jin
YR 2022
UL http://www.journalofadvertisingresearch.com/content/early/2022/05/03/JAR-2022-010.abstract
AB This paper is one of the few to use the four Ps model of creativity to explore the constraints and opportunities of the digital environment in relation to the creative process, person, and product. Using a Delphi method, a think tank of leading creative experts worldwide sought consensus on how the digital environment has affected advertising creativity. The panel agreed that the digital environment has both empowered creative people, with new technology and possibilities, and constrained them, with less time and money and increased responsibilities. Creative leaders believe that big data still need a “big idea” and voiced their commitment to make data relevant by giving it a surprising context and human voice.