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.

Introduction

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

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands