Advertising Creativity: Balancing Surprise and Regularity
نویسندگان
چکیده
Successful creativity management is the hallmark of a vital and prosperous advertising agency: "The most important function of an agency is designing creative ads" (Tellis, 1998: 93). It is the only organizational instance in which Creativity is the name of a department headed by a Creative Director. Creative thought is so valuable in advertising agencies that entire business structures are sometimes designed around the talents of one "creative genius" (Cummings, 1984).
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تاریخ انتشار 2006