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

Kallevig, Annette, Ozuem, Wilson, Willis, Michelle, Ranfagni, Silvia and Rovai, Serena (2022) Managing creativity in the age of data-driven marketing communication: a model for agencies to improve their distribution and valuation of creativity. Journal of Advertising Research . Item availability may be restricted.

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Abstract

Whereas the need for integrated marketing communication (IMC) has been given considerable attention by researchers in recent decades, the integration of creativity into IMC has not. A difference between how creativity is valued in advertising versus specialized digital marketing agencies within an IMC environment may lead to brand message diffusion. This empirical paper addresses this difference and investigates what defines, drives and inspires creative collaboration and how it relates to the motivational theory of creativity. Drawing on a social constructivist methodology, empirical data were generated from leaders of industry-acclaimed agencies from four European countries (Norway, Italy, France and the UK). A conceptual model is proposed as a practical operational tool, the extended construct of creative IMC is explored, and directions for further research are identified.

Managerial 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.

Item Type: Article
Journal / Publication Title: Journal of Advertising Research
Publisher: Advertising Research Foundation
Departments: Institute of Business, Industry and Leadership > Business
Depositing User: Anna Lupton
Date Deposited: 16 Sep 2022 09:07
Last Modified: 21 Sep 2022 11:06
URI: https://insight.cumbria.ac.uk/id/eprint/6591

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