Inside the Journal of Advertising Research: Ad Agency Intelligence: New Research on Agency Incentives, AI Integration, and Creative Attribute Effectiveness

At this Insights Studio, researchers from institutions worldwide will present pioneering work that addresses pressing issues in the advertising industry today. First, a new study reveals how agency creativity is shaped by client incentive structures, offering nuanced insight into how competitive pitches and compensation models affect the quality of advertising work. Next, a qualitative exploration into generative AI in advertising agencies presents a four-stage co-creative process model, revealing how human and machine collaboration is transforming creative workflows. Finally, a large-scale analysis of food, beverage, and restaurant advertising demonstrates which creative attributes are most effective at driving outcomes across the marketing funnel.

During the concluding Q&A, panelists will engage in a dynamic discussion, addressing audience questions and exploring the broader implications of these studies for future advertising strategies.