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Abstract
Advertising agencies are hired to develop creative advertising for their clients. This paper explores the advertising creative process used by agencies when developing new creative work. Using in-depth interviews with 21 agency practitioners in the UK this study examines the stages that take place within the advertising creative process. Findings suggest the process is made up of a series of sequentially linked stages and illustrate how agencies validate advertising creative during development. The study provides insight into how agencies customise the process and identifies that agencies have different approaches to the level of client involvement. Implications for practitioners are discussed and areas for future research identified.
Additional information
Notes on contributors
S. Turnbull
Sarah Turnbull is a Senior Lecturer at the University of Portsmouth. Her research interests include advertising agency selection, client–ad agency relationships and the creative development process within advertising agencies. Prior to her academic career, Sarah held senior account management roles in a number of global agencies and spent 8 years working in the Middle East as Account Director on the Emirates Airline account.
C. Wheeler
Colin Wheeler is Visiting Professor of Marketing at the Portsmouth Business School, Portsmouth, UK. His research interests include international marketing strategy, SME internationalization and export performance. He has contributed to the British Journal of Management, International Business Review, International Small Business Journal, European Journal of Marketing and the Journal of International Entrepreneurship, among others and has edited the AIB (UK&I) book series.