Agency Creativity: Teams and Performance—A Conceptual Model Links Agency Teams’ Knowledge Utilization, Agency Creativity, and Performance

Agency creativity is a product of team efforts whereby members interact to share knowledge, skills, and expertise to produce creative campaigns.

Agency Creativity: Teams and Performance – A Conceptual Model Links Agency Teams' Knowledge Utilization, Agency Creativity, and Performance

Jacqueline Lynch

University of Westminster

Douglas C. West

King's College London

MANAGEMENT SLANT

  • Team knowledge utilization in agencies is a key resource for agency creativity and performance and needs careful management.
  • Agencies with strong relational ties have better access to data and consumer insight and have the potential to produce more radical creativity. This is contingent on market conditions for the brand, however.
  • Agencies need to work more closely with clients to establish the true nature of the problem...

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