RT Journal Article
SR Electronic
T1 Agency Creativity: Teams and Performance
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 67
OP 81
DO 10.2501/JAR-2017-006
VO 57
IS 1
A1 Lynch, Jacqueline
A1 West, Douglas C.
YR 2017
UL http://www.journalofadvertisingresearch.com/content/57/1/67.abstract
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.