Matching Creative Agencies with Results-Driven Marketers: Do Clients Really Need Highly Creative Advertising?

Creativity in advertising is a balancing act. Marketers say they want greater creativity, yet their agencies feel that these clients reject cutting-edge work and fail to adopt risky campaigns.

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...

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