The advertising creative process: a study of UK agencies

Sarah Turnbull; Colin H. Wheeler

doi:10.1080/13527266.2014.1000361

The advertising creative process: a study of UK agencies

Sarah Turnbull, Colin H. Wheeler

Research output: Contribution to journal › Article › peer-review

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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 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 language	English
Pages (from-to)	1-19
Journal	Journal of Marketing Communications
Early online date	21 Jan 2015
DOIs	https://doi.org/10.1080/13527266.2014.1000361
Publication status	Published - 2015

Keywords

WNU
Advertising
creativity
advertising creative process
advertising agency
pre-testing

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10.1080/13527266.2014.1000361

TURNBULL_2015_cright_JMC_The Advertising Creative Process
This is an Accepted Manuscript of an article published in Journal of Marketing Communications on 2015, available online: http://www.tandfonline.com/doi/abs/10.1080/13527266.2014.1000361
Accepted author manuscript (Post-print), 580 KB

http://www.tandfonline.com/doi/abs/10.1080/13527266.2014.1000361

Cite this

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title = "The advertising creative process: a study of UK agencies",

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 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.",

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AB - 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.

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KW - pre-testing

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The advertising creative process: a study of UK agencies

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