Jaafar El-Murad

The Definition and Measurement of Creativity: What Do We Know?

ABSTRACT Creativity is arguably the most important element in advertising success. This article reviews the trends in creativity research and asks (1) what do we know about advertising creativity, (2) how can we measure it, and (3) how can we enhance and encourage it? After tracking its importance, this article examines how it is defined, the nature of the theories underpinning it, and the various typologies suggested by researchers. The impact of issues such as the environment, management practice, and myths on enhancing and encouraging advertising creativity are assessed. It is argued that, to encourage and enhance creativity, managers should address the effects of self-doubt, fear of risk taking, and fear of opposition and criticism.

Risk and creativity in advertising

This paper provides the first empirical study of the relationship between risk and creativity in advertising. Advertising agency creatives and their propensity to take advertising risks are examined in the light of their advertising creativity, as measured by awards won. It is found that risk-taking is linked to higher levels of creativity. Creatives feel that their managers and clients are more reluctant to take risks than they are. Support is given to earlier studies that showed that creatives take bigger risks for smaller clients. Furthermore, the relative risk propensity of different categories of creative staff (e.g. male/female, older/younger) is upheld, with a few notable exceptions. Managerial implications are identified.