PT  - JOURNAL ARTICLE
AU  - O'Connor, Huw
AU  - Kilgour, Mark
AU  - Koslow, Scott
AU  - Sasser, Sheila
TI  - Drivers of Creativity Within Advertising Agencies
AID  - 10.2501/JAR-2017-015
DP  - 2018 Jun 01
TA  - Journal of Advertising Research
PG  - 202--217
VI  - 58
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/58/2/202.short
4100  - http://www.journalofadvertisingresearch.com/content/58/2/202.full
SO  - J Advert Res2018 Jun 01; 58
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.