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.
Keywords: ADVERTISING; CREATIVE; CREATIVITY; RISK
Document Type: Research Article
Publication date: 01 June 2003
- Terms & Conditions
- Aims & Scope
- Ingenta Connect is not responsible for the content or availability of external websites
- Access Key
- Free content
- Partial Free content
- New content
- Open access content
- Partial Open access content
- Subscribed content
- Partial Subscribed content
- Free trial content