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...