RT Journal Article
SR Electronic
T1 Drivers of Creativity Within Advertising Agencies
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 202
OP 217
DO 10.2501/JAR-2017-015
VO 58
IS 2
A1 Huw O'Connor
A1 Mark Kilgour
A1 Scott Koslow
A1 Sheila Sasser
YR 2018
UL http://www.journalofadvertisingresearch.com/content/58/2/202.abstract
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.