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


WARC subscribers can sign in to keep reading

Not a subscriber?

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

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

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