|Title||Agency Creativity: Teams and Performance: A Conceptual Model Links Agency Teams' Knowledge Utilization, Agency Creativity, and Performance|
|Authors||Lynch, J. and West, D.C.|
Agency creativity is a product of team efforts where they interact to share knowledge, skills, and expertise to produce creative campaigns. For an agency, this is an invaluable resource. Using a multi-disciplinary approach, the authors of the current paper propose a conceptual model is proposed that links teams’ knowledge utilization, agency creativity, and performance. By considering incremental and radical creativity, it also builds on the idea that creativity is a multi-dimensional construct. The framework is presented to act as a catalyst upon which to build future empirical research on the nature of team creativity within advertising agencies.
|Journal||Journal of Advertising Research|
|Journal citation||57 (1), pp. 67-81|
|Publisher||World Advertising Research Center Ltd.|
|Digital Object Identifier (DOI)||doi:10.2501/JAR-2017-006|
|Published||01 Mar 2017|