| Summary: | The theme of creativity has gained prominence among practitioners and academics, and the emergence of creative
industries, which combine creativity and commercial logic, has rendered the topic even more relevant. Creativity
is frequently associated with the existence of flexible organizational structures and organizational cultures that
favor autonomy and freedom of action. However, organizations commonly impose limits on the actions of creative
professionals because of the timescales, budgets, and business and customer demands inherent to the
organizational context. Knowledge of creativity in academia has advanced considerably in recent decades.
However, empirical studies investigating the restrictions imposed on creative work in organizations are lacking.
This study addresses this gap in the literature. Our objective was to investigate creativity within advertising
agencies, a creative industry sector. The results reveal that creativity in such environments is marked by collective
work, conditioned by time pressures for performing tasks, and influenced by the tension that originates from the
interaction between two dimensions: the search for originality and the need for acceptance. On the basis of this
research, we propose the concept of bounded creativity, which reflects the weakening of the creative experience
in organizations.
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