Drivers of creativity within advertising agencies

How structural configuration can affect and improve creative development

Huw O’Connor, Mark Kilgour, Scott Koslow, Sheila L. Sasser

Research output: Contribution to journalArticle

3 Citations (Scopus)


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 servicelevel 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.

Original languageEnglish
Pages (from-to)202-217
Number of pages16
JournalJournal of Advertising Research
Issue number2
Publication statusPublished - 1 Jun 2018

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