Finding the Keys to Creativity in Ad Agencies: Using Climate, Dispersion, and Size to Examine Award Performance

This paper develops a framework to examine how ad agencies can continuously generate creative output, where creative output estimated by ad agencies winning awards over time. The data are collected from 68 Dutch ad agencies with a total of 1,450 clients over a four-year period in the Netherlands. Fi...

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Bibliographic Details
Published inJournal of advertising Vol. 37; no. 4; pp. 121 - 130
Main Authors Verbeke, Willem, Franses, Philip Hans, Blanc, Arthur le, van Ruiten, Nienke
Format Journal Article
LanguageEnglish
Published Routledge 01.12.2008
M. E. Sharpe, Inc
Subjects
Advertising campaigns
Advertising research
Creativity
Encouragement
Industrial market
Industrial marketing
Knowledge management
Marketing
Service industries
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Summary:This paper develops a framework to examine how ad agencies can continuously generate creative output, where creative output estimated by ad agencies winning awards over time. The data are collected from 68 Dutch ad agencies with a total of 1,450 clients over a four-year period in the Netherlands. Findings show that ad agencies with creative climates high in both organizational encouragement and workload pressure but low in both work group support and sufficient resources predicts why ad agencies win awards over time. In addition, ad agencies with a portfolio of clients that consists of market leaders and that operate within a limited amount of industries (limited heterogeneity) also predict creative award propensity and momentum over time. Suggestions for future research are offered.
ISSN:0091-3367
1557-7805
DOI:10.2753/JOA0091-3367370410