This Strategy Sharpens the Creative Process at Ad Agencies

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Summary

Data-driven marketing presents opportunities but also many challenges for managing creativity and creative teams. A new study offers a roadmap for managers at agencies to be more strategic in the creative integrated marketing communications process by rethinking the distribution and valuation of creativity.

Author bios:

Annette Kallevig (annette.kallevig@kristiania.no) is an assistant professor of digital marketing communications at Kristiania University College in Oslo, Norway. Her research interest lies in the relationship between creativity and data in digital marketing communications. Kallevig’s work is inspired by 25 years of experience as a creative consultant and strategic advisor in advertising and digital marketing in Norway and the U.S.

Wilson Ozuem (Wilson.ozuem@cumbria.ac.uk) is an associate professor of digital marketing and innovation at University of Cumbria and associate professor in management at Anglia Ruskin University, both in the U.K. His specific research interest lies in understanding the effects of emerging computer-mediated marketing environments (CMMEs) on consumer-brand engagement.

Michelle Willis (michelle.willis@cumbria.ac.uk) is a university lecturer in digital marketing at University of Cumbria, U.K. Her specific research interest lies in emerging technologies, particularly the interface between social networking sites and the development of marketing programs, online service failure and recovery strategies and in consumers of the millennial generation.

Silvia Ranfagni (silvia.ranfagni@unifi.it) is an associate professor of marketing at the department of economics and management at the University of Florence, Italy. Her research interests include innovation, internationalization and brand management, with special reference to the fashion and cultural industry.

Serena Rovai (rovais@excelia-group.com) is an associate professor of marketing at Excelia Business School, La Rochelle, France. She is also chair and director of the BRaND LuxuryLab, a center for global studies and operations in luxury, globalization and sustainability, which partners with universities. Previously, she was founder and director of luxury and fashion programs at Grenoble Ecole de Management, and she has held visiting professorships in the U.S., China and Italy. Rovai’s research interests focus on internationalization and the sustainability of luxury brands.