PT  - JOURNAL ARTICLE
AU  - Petra Goor
AU  - Gayle Kerr
AU  - Hyun Seung Jin
TI  - How Has the Digital Environment Affected Advertising Creativity?
AID  - 10.2501/JAR-2022-010
DP  - 2022 Jun 01
TA  - Journal of Advertising Research
PG  - 118--130
VI  - 62
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/62/2/118.short
4100  - http://www.journalofadvertisingresearch.com/content/62/2/118.full
SO  - J Advert Res2022 Jun 01; 62
AB  - This paper is one of the few to use the four Ps model of creativity to explore the constraints and opportunities of the digital environment in relation to the creative process, person, and product. Using a Delphi method, a think tank of leading creative experts worldwide sought consensus on how the digital environment has affected advertising creativity. The panel agreed that the digital environment has both empowered creative people, with new technology and possibilities, and constrained them, with less time and money and increased responsibilities. Creative leaders believe that big data still need a “big idea” and voiced their commitment to make data relevant by giving it a surprising context and human voice.