The trouble with creatives: negotiating creative identity in advertising agencies

Advertising creatives are often characterised in terms of stereotypes such as genius or maverick. Relatively few studies have focused on the complexities and contradictions that face creatives in their professional role.

The trouble with creatives: negotiating creative identity in advertising agencies

Chris HackleyRoyal Holloway, University of London

Arthur J. KoverFordham Graduate Business School

INTRODUCTION

Creative professionals in advertising agencies ('creatives') are...