Passion, expertise, politics, and support

Creative dynamics in advertising agencies

Sheila L. Sasser*, Scott Koslow

*Corresponding author for this work

Research output: Contribution to journalArticle

12 Citations (Scopus)

Abstract

Creativity is a trait that is treasured by both advertising agencies and clients. How is greater creativity nurtured and cultivated in such an intense environment? Passion (in the form of intrinsic motivation) as well as industry expertise and knowledge are highly desirable ingredients for driving creativity in an advertising agency (Young 2003). This research proposes a dynamic framework for greater creativity that includes passion (individual intrinsic motivation) as one of the most important factors in predicting creativity, along with industry expertise and knowledge. As a stimulus, management support for creativity serves to enhance passion's influence on creativity in this model, while the influence of expertise is suppressed by organizational politics. The study uses a sample of 1,188 advertising campaigns from major U.S. agencies, reported by 413 respondents, to offer an insightful framework for advertising creativity.

Original languageEnglish
Pages (from-to)5-17
Number of pages13
JournalJournal of Advertising
Volume41
Issue number3
DOIs
Publication statusPublished - 2012

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