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 RanfagniMembro 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.
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