The paper investigates creativity management in the age of data-driven marketing communication. It provides a model for agencies to improve their distribution and valuation of creativity.

Managing creativity in the age of data-driven marketing communication: a model for agencies to improve their distribution and valuation of creativity / Annette Kallevig; Wilson Ozuem; Michelle Willis; Silvia Ranfagni; Serena Rovai. - In: JOURNAL OF ADVERTISING RESEARCH. - ISSN 0021-8499. - ELETTRONICO. - (2022), pp. in press-in press.

Managing creativity in the age of data-driven marketing communication: a model for agencies to improve their distribution and valuation of creativity

Silvia Ranfagni
Membro del Collaboration Group
;
2022

Abstract

The paper investigates creativity management in the age of data-driven marketing communication. It provides a model for agencies to improve their distribution and valuation of creativity.
2022
in press
in press
Annette Kallevig; Wilson Ozuem; Michelle Willis; Silvia Ranfagni; Serena Rovai
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Utilizza questo identificatore per citare o creare un link a questa risorsa: https://hdl.handle.net/2158/1285907
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