Managing Creativity in the Age of Data-Driven Marketing Communication: A Model for Agencies to Improve Their Distribution and Valuation of Creativity

Kallevig, Annette; Ozuem, Wilson; Willis, Michelle; Ranfagni, Silvia; Rovai, Serena

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Managing Creativity in the Age of Data-Driven Marketing Communication: A Model for Agencies to Improve Their Distribution and Valuation of Creativity

journal contribution

posted on 2023-09-01, 14:59 authored by Annette Kallevig, Wilson Ozuem, Michelle Willis, Silvia Ranfagni, Serena Rovai

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History

Refereed

Yes

Volume

62

Issue number

4

Publication title

Journal of Advertising Research

ISSN

1740-1909

External DOI

https://doi.org/10.2501/JAR-2022-025

Publisher

WARC

File version

Accepted version

Language

eng

Official URL

https://doi.org/10.2501/JAR-2022-025

Legacy posted date

2022-09-12

Legacy creation date

2022-09-12

Legacy Faculty/School/Department

Faculty of Business & Law

File(s) under permanent embargo

Managing Creativity in the Age of Data-Driven Marketing Communication: A Model for Agencies to Improve Their Distribution and Valuation of Creativity

History

Refereed

Volume

Issue number

Publication title

ISSN

External DOI

Publisher

File version

Language

Official URL

Legacy posted date

Legacy creation date

Legacy Faculty/School/Department

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