Managing for creativity in the age of data-driven marketing communication: an empirical study on the distribution and valuation of creativity in agencies

Kallevig, Annette, Ozuem, Wilson ORCID: https://orcid.org/0000-0002-0337-1419 , Willis, Michelle ORCID: https://orcid.org/0000-0001-6183-3661 , Ranfagni, Silvia and Rovai, Serena (2023) Managing for creativity in the age of data-driven marketing communication: an empirical study on the distribution and valuation of creativity in agencies. In: 2023 AMA Winter Academic Conference, 10-12 February 2023, Nashville, TN, US. (Unpublished)

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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 in different types of agencies. 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, and the extended construct of creative IMC is explored.

Item Type:	Conference or Workshop Item (Paper)
Departments:	Institute of Business, Industry and Leadership > Business
Depositing User:	Anna Lupton
Date Deposited:	12 Apr 2023 10:16
Last Modified:	13 Jan 2024 14:32
URI:	https://insight.cumbria.ac.uk/id/eprint/7034

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