Managing creativity in the age of data-driven marketing communication: A model for agencies to improve their distribution and valuation of creativity

Whereas the need for integrated marketing communication has been given considerable attention by researchers in recent decades, the integration of creativity into integrated marketing communication has not.
Kallevig et al.

Management Slant

  • Although marketing communication services provided by advertising agencies have diversified in recent decades, applied creativity has not, and it probably has not been adapted, prioritized, or implemented equally across...
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