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The Fire Starter and the Brand Steward: An Examination of Successful Leadership Traits for the Advertising-Agency Creative Director
Karen L. Mallia, Kasey Windels and Sheri J. Broyles, Journal of Advertising Research, Vol. 53, No. 3, 2013, pp. 339-353
This article seeks to uncover the complexities of the creative director’s leadership role in advertising agencies.
This article seeks to uncover the complexities of the creative director’s leadership role in advertising agencies. The authors based their work on data received from six agencies and 43 interviews conducted at those participating agencies. Findings suggest successful creative directors combine expertise in creativity, strategy, and interpersonal communication to motivate and mentor co-workers, oversee brand identities, serve as liaisons between creative people and other agency departments and clients, and shape the creative vision of the agency.
Vanishing acts: creative women in Spain and the United States
Jean Grow, David Roca and Sheri J. Broyles, International Journal of Advertising, Vol. 31, No. 3, 2012, pp. 657-679
This exploratory cross-cultural study examines the experiences of women in advertising creative departments in Spain and the United States.
This exploratory cross-cultural study examines the experiences of women in advertising creative departments in Spain and the United States. The study, an exploration of the creative environment and its impact on female creatives, is framed by Hofstede’s dimensional model of national culture (Hofstede 2001; de Mooij & Hofstede 2010) and signalling theory (Spence 1974). Interviews with 35 top female creatives suggest that the challenges women face are rooted in the ‘fraternity culture’ or ‘territorio de chicos’ of creative departments in both countries. The data further suggest that the gender-bound cultural environment of advertising creative departments may be a global phenomenon, one that may adversely affect the creative process and impact women’s upward mobility.
Will Changing Media Change the World? An Exploratory Investigation of the Impact of Digital Advertising on Opportunities for Creative Women
Karen L. Mallia and Kasey Windels, The Journal of Interactive Advertising, Vol. 11, Issue 2, Spring 2011, pp. 30-44
Digital media has profoundly affected the advertising industry as new channels supplant traditional media and Internet advertising moves beyond rudimentary display ads to the likes of viral video and social networking.
Digital media has profoundly affected the advertising industry as new channels supplant traditional media and Internet advertising moves beyond rudimentary display ads to the likes of viral video and social networking. Despite research into new creative products, few studies have investigated potential changes in creative work processes as new players nudge out traditional agencies and traditional agencies struggle to reinvent themselves. This study explores how digital media might affect the creative careers of women, who were constrained by the organizational structure dominant in the twentieth century. The findings, from interviews with 27 advertising and marketing communication practitioners, suggest that digital agencies develop their work differently than traditional advertising agencies and that the nature of digital work requires more diverse and specialized project teams. This shift has increased collaboration among creative personnel and led to a more positive workplace experience for women.
Agency beliefs in the Power of Advertising
J.P Jones and M.T Ewing, International Journal of Advertising, Vol. 19, No. 3, 2000
Discusses a study of Australian advertising practitioners' beliefs in the power of advertising, comparing especially the `strong' (persuasive) theory, generally associated with North Americans, and the `weak' (reinforcement) theory.
Discusses a study of Australian advertising practitioners' beliefs in the power of advertising, comparing especially the `strong' (persuasive) theory, generally associated with North Americans, and the `weak' (reinforcement) theory. Findings suggest that opinion is weighted towards the `strong' theory, particularly among creative personnel. However, educational background/field of study. Age and agency experience play significant roles in determining a practitioner's theoretical orientation. Business faculty graduates lean towards the `weak' theory; mass communications, journalism and art school graduates lean towards the `strong' theory. Younger practitioners, and those with less than seven years agency experience, are more inclined to the `strong' theory, but move towards the `weaker' with greater age and experience.
Advertising Education in China: What do the Professionals Think?
G Wu, C La Ferle and W-N Lee, International Journal of Advertising, Vol. 19, No. 1, 2000
A study was undertaken to examine how Chinese advertising professionals perceive issues surrounding advertising education.
A study was undertaken to examine how Chinese advertising professionals perceive issues surrounding advertising education. Participants were solicited from advertising agencies in the cities of Beijing and Hangzhou. The findings indicate that Chinese advertising professionals hold a positive attitude towards advertising education and strongly believe that more undergraduate and graduate advertising programmes are needed in China. Degrees from advertising education programmes abroad were also seen in a favourable light and were thought to lead to faster raises and promotions. The results also established an initial picture of the individual and agency demographics of today's Chinese advertising professionals. The implications for Chinese and Western advertising education programmes are discussed.
Probing a Constituency
E L Deckinger, Kevin J Bergin and William J Donnelly, Journal of Advertising Research, Vol. 38, No. 1, January/February 1998
This paper explores how the nature of the educational course taken by graduate and undergraduate entry-level job applicants impacts on their acceptability by Human Resource Directors in U.S.
This paper explores how the nature of the educational course taken by graduate and undergraduate entry-level job applicants impacts on their acceptability by Human Resource Directors in U.S. advertising agencies. It reports on a survey of the 21 person Human Resource Management Committee of the American Association of Advertising Agencies, conducted between November, 1995, and April, 1996.
Ad Executives Grade New Grads: The Final Exam That Counts
Judith D. Scott and Nancy T. Frontczak, Journal of Advertising Research, Vol. 36, No. 2, March/April 1996
Each year new marketing graduates face the difficult task of landing that critical first entry-level position in an increasingly more competitive job climate.
Each year new marketing graduates face the difficult task of landing that critical first entry-level position in an increasingly more competitive job climate. Advertising agencies can demand high quality recent graduates and choose from an overflowing pool of experienced job seekers as well. The purpose of this study is to determine if present marketing graduates measure up to the expectations of the advertising industry and, if they do not, what are their shortcomings. Results show that marketing educators may consider integrating more writing and speaking requirements within existing courses and expanding the opportunities for students to get more real-world experience through internships and cooperative education programs. The findings are augmented by sample comments made by respondent advertising executives.
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