Managing creativity in the age of data-driven marketing communication: a model for agencies to improve their distribution and valuation of creativity
Whereas the need for integrated marketing communication has been given considerable attention by researchers in recent decades, the integration of creativity into integrated marketing communication has not. Differences between how creativity is valued in advertising versus specialized digital market...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
WARC, ARF (Advertising Research Foundation)
2022
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| Subjects: | |
| Online Access: | https://repository.londonmet.ac.uk/8451/1/JAR-2022_Creative%20Management_Aug_Willis_M.pdf |