TY - GEN
T1 - Co-creation of award winning advertisements
AU - Sasser, Sheila
AU - Kilgour, Mark
AU - Koslow, Scott
PY - 2015
Y1 - 2015
N2 - Creativity awards have been used by agencies, clients, and academics as exemplary creative work and if the campaign is a winner, everyone has a hand in the co-creation process. However, there is surprisingly little research as to what co-creation elements they actually represent and the agencies functions needed to make this happen. Key agency executives were selected to assess their own campaigns in terms of originality and strategy, and were also queried about whether those campaigns would win creativity, and effectiveness, awards. Findings show that the campaigns deemed worthy of wining creativity award recognition are usually highly original. Yet most valued award winning work is rarely regarded as being highly strategic. These results are then used to better understand how co-creation elements within agencies can be managed to achieve different creative outcomes.
AB - Creativity awards have been used by agencies, clients, and academics as exemplary creative work and if the campaign is a winner, everyone has a hand in the co-creation process. However, there is surprisingly little research as to what co-creation elements they actually represent and the agencies functions needed to make this happen. Key agency executives were selected to assess their own campaigns in terms of originality and strategy, and were also queried about whether those campaigns would win creativity, and effectiveness, awards. Findings show that the campaigns deemed worthy of wining creativity award recognition are usually highly original. Yet most valued award winning work is rarely regarded as being highly strategic. These results are then used to better understand how co-creation elements within agencies can be managed to achieve different creative outcomes.
UR - http://www.scopus.com/inward/record.url?scp=85125150471&partnerID=8YFLogxK
U2 - 10.1007/978-3-319-10912-1_96
DO - 10.1007/978-3-319-10912-1_96
M3 - Conference proceeding contribution
AN - SCOPUS:85125150471
SN - 9783319109114
T3 - Developments in Marketing Science: Proceedings of the Academy of Marketing Science
SP - 291
BT - Marketing Dynamism New Orleans, LA, USA Things Stay the Same...
A2 - Robinson, Jr, Leroy
PB - Springer Nature Switzerland AG
CY - Cham
T2 - 2012 Academy of Marketing Science (AMS) Annual Conference
Y2 - 15 May 2012 through 20 May 2012
ER -