Agency Creativity:Teams and Performance: A Conceptual Model Links Agency Teams’ Knowledge Utilization, Agency Creativity, and Performance

Agency creativity is a product of team efforts whereby members interact to share knowledge, skills, and expertise to produce creative campaigns. For an agency, this is an invaluable resource. Using a multidisciplinary approach, the authors of the current article propose a conceptual model that links...

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Bibliographic Details
Published in:Journal of advertising research 2017-03, Vol.57 (1), p.67-81
Main Authors: Lynch, Jacqueline, West, Douglas
Format: Article
Language:English
Subjects:
Advertising agencies
Advertising campaigns
Creativity
Studies
Teams
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