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

On June 17, researchers from global institutions presented new work tackling key challenges in the advertising industry. Presentations included a study on how client incentive structures influence agency creativity, a qualitative analysis of generative AI’s role in co-creative processes within agencies, and a large-scale evaluation of effective creative attributes in food, beverage, and restaurant advertising. The session concluded with a dynamic Q&A, where panelists explored the broader implications of these findings for the future of advertising.