PT - JOURNAL ARTICLE AU - Lynch, Jacqueline AU - West, Douglas C. 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.