Advertising creativity: Ad agencies' and clients' perceptions. How advertising creativity affects ad agency-client relationship?

      Аннотация: Literature suggests a bulk of research on advertising creativity, however only few studies are investigating advertising creativity in the broader context of ad agency–client relationship. Throughout qualitative and quantitative methods, the present research aims, at investigating the different perceptions and approaches of advertising agencies and clients, regarding advertising creativity and its dimensions. Their perception of agreement (PoAg) on what constitutes advertising creativity is another point of investigation. The influence of this PoAg on key elements describing agency-client relationship (trust, commitment, satisfaction and conflict) is also examined. The findings of the study contribute to a better understanding of how agencies and clients perceive advertising creativity and in what extent the involved parties believe that they agree on what constitutes advertising creativity. Results offer additional insight about how major constructs of their relationship such as trust, commitment and satisfaction can affect or be affected from their PoAg on what constitutes advertising creativity. Major theoretical and practical implications are also proposed.

Ключевые слова: advertising, Agencies, clients, Creativity, perceptions