Measuring the organisational impact on creativity: the creative code intensity scale

A creative code of perceived qualities about acceptable creativity within advertising agencies has been shown to affect creative practitioners’ boundaries of creative expression.

Measuring the organisational impact on creativity: the creative code intensity scale

Mark W. Stuhlfaut

University of Kentucky

Kasey Windels

Louisiana State University

Introduction

Creativity has often been described by such advertising icons as Maurice Saatchi and Ed McCabe as the last legal means to get an unfair advantage over the competition (Fueroghne 2007; Bayley 2010). Highly creative advertising has been found to be most effective in exceptionally competitive situations and in relatively stable markets (Li et al. 2008). Creativity in advertising is important to study because creative techniques that promote distinction – as well as enjoyment, involvement and positive...

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