Abstract
This article replicates the role clients play in their agency's advertising development process, as investigated by Koslow, Sasser, and Riordan (2006), but with data from Australia and New Zealand agencies. The role of client willingness to explore ideas is again found to be a critical reason why some clients receive more creative campaigns that others. Although some of the complex interactions found by Koslow, Sasser, and Riordan (2006) were not replicated, additional analyses suggest other patterns in the data. Some marketer-related factors, such as client sophistication and the use of consumer research, improve how strategic campaigns are, but they do so at the cost of originality. The net effect on the total creativity of a campaign may be minimal, but the creative character may change dramatically. Again, marketers seeking accountability for their campaigns' creativity need look no further than themselves.
| Language | English |
|---|---|
| Pages | 147-155 |
| Number of pages | 9 |
| Journal | Journal of Advertising |
| Volume | 45 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - 2 Jan 2016 |
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Do marketing clients really get the advertising they deserve? The trade-off between strategy and originality in Australian and New Zealand Agencies. / O'Connor, Huw; Koslow, Scott; Kilgour, Mark; Sasser, Sheila L.
In: Journal of Advertising, Vol. 45, No. 1, 02.01.2016, p. 147-155.Research output: Contribution to journal › Article › Research › peer-review
TY - JOUR
T1 - Do marketing clients really get the advertising they deserve? The trade-off between strategy and originality in Australian and New Zealand Agencies
AU - O'Connor, Huw
AU - Koslow, Scott
AU - Kilgour, Mark
AU - Sasser, Sheila L.
PY - 2016/1/2
Y1 - 2016/1/2
N2 - This article replicates the role clients play in their agency's advertising development process, as investigated by Koslow, Sasser, and Riordan (2006), but with data from Australia and New Zealand agencies. The role of client willingness to explore ideas is again found to be a critical reason why some clients receive more creative campaigns that others. Although some of the complex interactions found by Koslow, Sasser, and Riordan (2006) were not replicated, additional analyses suggest other patterns in the data. Some marketer-related factors, such as client sophistication and the use of consumer research, improve how strategic campaigns are, but they do so at the cost of originality. The net effect on the total creativity of a campaign may be minimal, but the creative character may change dramatically. Again, marketers seeking accountability for their campaigns' creativity need look no further than themselves.
AB - This article replicates the role clients play in their agency's advertising development process, as investigated by Koslow, Sasser, and Riordan (2006), but with data from Australia and New Zealand agencies. The role of client willingness to explore ideas is again found to be a critical reason why some clients receive more creative campaigns that others. Although some of the complex interactions found by Koslow, Sasser, and Riordan (2006) were not replicated, additional analyses suggest other patterns in the data. Some marketer-related factors, such as client sophistication and the use of consumer research, improve how strategic campaigns are, but they do so at the cost of originality. The net effect on the total creativity of a campaign may be minimal, but the creative character may change dramatically. Again, marketers seeking accountability for their campaigns' creativity need look no further than themselves.
UR - http://www.scopus.com/inward/record.url?scp=84956590496&partnerID=8YFLogxK
U2 - 10.1080/00913367.2015.1085821
DO - 10.1080/00913367.2015.1085821
M3 - Article
VL - 45
SP - 147
EP - 155
JO - Journal of Advertising
T2 - Journal of Advertising
JF - Journal of Advertising
SN - 0091-3367
IS - 1
ER -