Creativity

In this edition of ‘Best Practice’, Roderick White discusses what advertising ‘creativity’ is and how to recognise and manage it.

Creativity

Roderick White

Creativity is the stock-in-trade of virtually all marketing services  agencies. It's what ad agencies, in particular, pride themselves on. But it is an elusive concept, and hard to manage, while the growing research literature on the subject is quite limited in its scope (11).

For advertisers, there are two key problems: to identify an agency that offers the style and type of creativity that is right for your business; and to manage the relationship...

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