How has the digital environment affected advertising creativity? Digital’s impact on the creative process, person, and product: A Delphi study

This paper is one of the few to use the four Ps model of creativity to explore the constraints and opportunities of the digital environment in relation to the creative process, person, and product.
Goor, Kerr, and Jin

Management Slant

  • The digital environment has empowered creativity with new information, new technology, and new opportunities while underscoring the necessity to keep the human connection with consumers.
  • The creative process has been constrained by time and money and expanded by technology and possibility.
  • Creative directors have more responsibilities and work with more stakeholders on faster and cheaper campaigns.
  • Too much information is not always a good thing, as scarcity can foster a more creative product.


“We have arrived in an era where award-winning creativity typically brings little or no effective marketing advantage.” This statement by...

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