Drivers of creativity within advertising agencies: How structural configuration can affect and improve creative development

There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context.
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...

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