Drivers of Creativity Within Advertising Agencies
研究了广告公司中结构性要素（如资源配置）对创意产出（原创性和策略性）的影响，基于对澳大利亚和新西兰554个广告活动的分析，发现不同客户情境下最优结构配置不同。
<h3>ABSTRACT</h3> There has been a surprising dearth of research that investigates the effects of structural elements on creative outputs in an advertising agency context. This article explores how structural elements may be applied to achieve different flavors of creativity via their effects on originality and strategy. The study examined 554 campaigns in a field study of Australia- and New Zealand-based advertising-agency professionals from Sydney, Melbourne, and Auckland. Findings suggest that agencies can deploy their service-level resources flexibly, but not all structural configurations lead to the best outputs, depending on the client context. Managerial implications, limitations, and directions for future research are discussed.