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

Annette Kallevig, Wilson Ozuem, Michelle Willis, Silvia Ranfagni, and Serena Rovai

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 services.
  • Because many agencies are still primarily geared toward radical creativity performed by traditional creative teams, the less understood data-optimized incremental creativity may suffer.
  • A useful first step is for managers to assess their overall creative resources, perhaps using the conceptual model presented; then, strategies and tactics that improve overall creative distribution and valuation can be used to strengthen an agency’s creative profile.

Introduction...

WARC subscribers can sign in to keep reading

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