Advertising and creativity, a governance approach: a case study of creative agencies in London

The author explores the processes of restructuring in the UK advertising industry. His core concern is with changes in advertising practice in creative advertising agencies. He explores how creativity is manifest as ‘peer regard’, and shows how there has been a shift of power between creative and me...

Full description

Saved in:
Bibliographic Details
Published in:Environment and planning. A 2006-10, Vol.38 (10), p.1883-1899
Main Author: Pratt, Andy C
Format: Article
Language:English
Subjects:
Advertising
British Isles
British Isles, England, Greater London, London
Business studies
case studies
commissions
Creativity
Economics
Enterprises
Q1
Q3
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:The author explores the processes of restructuring in the UK advertising industry. His core concern is with changes in advertising practice in creative advertising agencies. He explores how creativity is manifest as ‘peer regard’, and shows how there has been a shift of power between creative and media-buying functions as a result of the demise of the commission system in the last twenty-five years. A changing governance of advertising practice, that involves both formal regulation and economic governance in and across firms, is highlighted. It is argued that creativity is better seen as an effect rather than as a cause of particular advertising practices. The author concludes that the ‘creative governance’ of the UK advertising industry has favoured a close-knit and colocated community of firms. A future change in this form of governance could change this pattern.
ISSN:0308-518X
1472-3409
DOI:10.1068/a38261