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

摘要

Agency creativity is a product of team efforts where 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 paper proposed a conceptual model that links teams’ knowledge utilization, agency creativity, and performance. By considering incremental and radical creativity, the model also builds on the idea that creativity is a multidimensional construct. The framework is presented to act as a catalyst upon which to build future empirical research on the nature of team creativity within advertising agencies.