O'Connor et al.


  • Agency structures can be reconfigured to facilitate a flavor of creativity suitable for objectives and market conditions.
  • Increasing account-team size improves campaign originality but not strategy. When service levels are increased, strategy development is exposed to social judgment processes at a cost to the advertising outcome.
  • Agencies may better serve their clients through the use of fewer specialists and instead increase creative staffing when brand differentiation is required.
  • Agencies need to manage proactively rigidities that emerge as the client–agency relationship endures or when clients are sizable.