ABSTRACT
There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context. This article explores how structural elements may be applied to achieve different flavors of creativity via their effects on originality and strategy. The study examined 554 campaigns in a field study of Australia- and New Zealand-based advertising-agency professionals from Sydney, Melbourne, and Auckland. Findings suggest that agencies can deploy their service-level resources flexibly, but not all structural configurations lead to the best outputs, depending on the client context. Managerial implications, limitations, and directions for future research are discussed.
- Received July 2, 2015.
- Received (in revised form) April 25, 2016.
- Accepted May 31, 2016.
- Copyright© 2018 ARF. All rights reserved.
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Vol 58 Issue 2
