Abstract
This paper is one of the few to use the four Ps model of creativity to explore the constraints and opportunities of the digital environment in relation to the creative process, person, and product. Using a Delphi method, a think tank of leading creative experts worldwide sought consensus on how the digital environment has affected advertising creativity. The panel agreed that the digital environment has both empowered creative people, with new technology and possibilities, and constrained them, with less time and money and increased responsibilities. Creative leaders believe that big data still need a “big idea” and voiced their commitment to make data relevant by giving it a surprising context and human voice.
- Received November 21, 2020.
- Received (in revised form) October 7, 2021.
- Accepted December 15, 2021.
- Copyright © 2022 ARF. All rights reserved.
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Vol 62 Issue 2
