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 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.


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