Arthur J. Kover

The trouble with creatives: negotiating creative identity in advertising agencies

Advertising creatives are often characterised in terms of stereotypes such as genius or maverick. Relatively few studies have focused on the complexities and contradictions that face creatives in their professional role. In this paper we draw on depth interviews conducted with a small sample of senior-level creatives working in a cross-section of New York agency settings to explore the ways in which they negotiate and resolve their senses of personal and professional identity. We find that ad agencies are a site of conflict and insecurity for these creatives, yet also of potential fulfilment. We suggest that these creatives may be complicit in the conflict because their sense of professional identity has a substantial investment in it. We suggest that the advertising industry has not evolved working practices that fully assimilate those creatives who experience such dilemmas of identity.

Advertising Creativity: Some Open Questions

Advertising is the product of creative departments in agencies. Not all advertising, however, is “creative.” Just what that “creativity” is and how it makes an impact long has vexed researchers in the fields. People working in advertising will give different answers. When pushed hard, most