Matching Creative Agencies with Results-Driven Marketers: Do Clients Really Need Highly Creative Advertising?
Sheila Lucy Sasser
Eastern Michigan University
Scott Koslow
Macquarie University
Mark Kilgour
University of Waikato
Management slant
- When clients are in difficult situations, they are more open to exploring and thus more likely to buy work that is highly creative.
- Organizational politics have a special relationship to creativity since being a champion for a new idea or innovation is deemed as political behavior that makes such innovation possible.
- Creative people lament that their most highly creative work never leaves...