|Title||Reigniting Creativity in Advertising: beyond creative teams in the brave new world of digital|
Creativity research in advertising has “waxed and waned” over the years but has been gaining momentum since the call for more research in this area (Sasser and Koslow 2008). The advertising literature is starting to see creativity linked to performance (Li et al 2008; Wang et al 2013), leadership (Mallia et al 2013), and much more has appeared on creativity and awards (Kilgour et al 2013;West et al 2013) and client agency relationships (Sasser et al 2013).
|Keywords||Advertising creativity, team creativity, knowledge|
|Conference||Academy of Marketing Conference|
|Publisher||Academy of Marketing|
|Completed||09 Jul 2015|
|Web address (URL) of conference proceedings||https://www.academyofmarketing.org/conference/conference-history/conference-2015/|
|Web address (URL)||http://programme.exordo.com/am2015/delegates/presentation/98/|