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...