Creativity awards: Great expectations?

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dc.contributor.authorKilgour, A. Mark
dc.contributor.authorSasser, Sheila
dc.contributor.authorKoslow, Scott
dc.date.accessioned2013-07-18T03:59:02Z
dc.date.available2013-07-18T03:59:02Z
dc.date.copyright2013-04
dc.date.issued2013
dc.description.abstractGiven the creativity inherent in advertising, one useful measure of creativity may be the advertising creativity award. Although creativity awards have been used by academics, agencies, and clients as indicators of exemplary creative work, there is surprisingly little research as to what creative elements they actually represent. Senior agency executives were selected to assess their own campaigns in terms of originality and strategy, and were also queried about whether those campaigns would win creativity, and effectiveness, awards. Findings show that the campaigns deemed worthy of creativity award recognition are usually highly original. Yet, most award-winning work is rarely regarded as being highly strategic. The results indicate that this originality bias contained in award-winning advertisements may limit their usefulness as proxy measures of creativity. Although the originality aspect of creativity is reflected, strategy and appropriateness are not adequately, nor proportionately considered. Implications for the use of creativity awards by researchers, as well as managerial issues, are discussed.en_NZ
dc.identifier.citationKilgour, A. M., Sasser, S., & Koslow, S. (2013). Creativity awards: Great expectations? Creativity Research Journal, 25(2), 163-171.en_NZ
dc.identifier.doi10.1080/10400419.2013.783741en_NZ
dc.identifier.urihttps://hdl.handle.net/10289/7792
dc.language.isoenen_NZ
dc.publisherRoutledgeen_NZ
dc.relation.isPartOfCreativity Research Journalen_NZ
dc.relation.ispartofCreativity Research Journal
dc.relation.urihttp://www.tandfonline.com/doi/abs/10.1080/10400419.2013.783741#.UedkdqzAEfMen_NZ
dc.titleCreativity awards: Great expectations?en_NZ
dc.typeJournal Articleen_NZ
pubs.begin-page163en_NZ
pubs.elements-id38457
pubs.end-page171en_NZ
pubs.issue2en_NZ
pubs.volume25en_NZ
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