The advertising creative process: a study of UK agencies

Sarah Turnbull, Colin H. Wheeler

Research output: Contribution to journalArticlepeer-review

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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 United Kingdom (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.
Original languageEnglish
Pages (from-to)1-19
JournalJournal of Marketing Communications
Early online date21 Jan 2015
Publication statusPublished - 2015


  • WNU
  • Advertising
  • creativity
  • advertising creative process
  • advertising agency
  • pre-testing


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