Nyilasy, Gergely; Canniford, Robin; J. Kreshel, Peggy - In: European Journal of Marketing 47 (2013) 10, pp. 1691-1710
Purpose – The purpose of this paper is to map advertising agency practitioners' mental models of creativity. Design/methodology/approach – A total of 30 in-depth interviews among top-level advertising agency executives (creative, account and planning directors) were conducted. Design and...
