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Managing Creativity in the Age Of Data-Driven Marketing Communication

A Model for Agencies to Improve Their Distribution and Valuation of Creativity

Annette Kallevig, Wilson Ozuem, Michelle Willis, Silvia Ranfagni, Serena Rovai
DOI: 10.2501/JAR-2022-025 Published 1 December 2022
Annette Kallevig
Kristiania University College,
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  • For correspondence: annette.kallevig@kristiania.no
Wilson Ozuem
University of Cumbria/Anglia Ruskin University,
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  • For correspondence: wilson.ozuem@cumbria.ac.uk
Michelle Willis
University of Cumbria,
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  • For correspondence: michelle.willis@cumbria.ac.uk
Silvia Ranfagni
University of Florence,
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  • For correspondence: silvia.ranfagni@unifi.it
Serena Rovai
Excelia Business School,
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  • For correspondence: rovais@excelia-group.com
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Abstract

Whereas the need for integrated marketing communication has been given considerable attention by researchers in recent decades, the integration of creativity into integrated marketing communication has not. Differences between how creativity is valued in advertising versus specialized digital marketing agencies within an integrated marketing communication environment may lead to brand message diffusion. The current study addresses these differences and investigates what defines, drives, and inspires creative collaboration and how it relates to the motivational theory of creativity. Drawing on a social-constructivist methodology, the authors generated empirical data from leaders of industry-acclaimed agencies from four European countries (Norway, Italy, France, and the United Kingdom). On the basis of that data, the authors propose a conceptual model which managers can use as a roadmap for improving the creative integrated marketing communication process, while opening the door to future research possibilities.

  • Received January 10, 2022.
  • Received (in revised form) August 24, 2022.
  • Accepted August 26, 2022.
  • Copyright © 2022 ARF. All rights reserved.
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Vol 62 Issue 4

Journal of Advertising Research: 62 (4)
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Managing Creativity in the Age Of Data-Driven Marketing Communication
Annette Kallevig, Wilson Ozuem, Michelle Willis, Silvia Ranfagni, Serena Rovai
Journal of Advertising Research Dec 2022, 62 (4) 301-320; DOI: 10.2501/JAR-2022-025

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Managing Creativity in the Age Of Data-Driven Marketing Communication
Annette Kallevig, Wilson Ozuem, Michelle Willis, Silvia Ranfagni, Serena Rovai
Journal of Advertising Research Dec 2022, 62 (4) 301-320; DOI: 10.2501/JAR-2022-025
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