Hostname: page-component-586b7cd67f-t7czq Total loading time: 0 Render date: 2024-11-23T19:44:40.542Z Has data issue: false hasContentIssue false
  • English
  • Français

Power and Influence During Advertiser – Agency Creative Briefing & Response: Getting to ‘Yes!’

Published online by Cambridge University Press:  18 September 2015

Railton Hill
Railton Hill*
Affiliation:
School of Business, Swinburne University of Technology, Hawthorn VIC 3122, Phone: 0407 567 612, Email: [email protected]
Get access Rights & Permissions [Opens in a new window]

Abstract

Exploratory research into the expectations of advertising managers concerning agency creative work was undertaken as the first stage of a grounded longitudinal study. A series of depth interviews revealed how major advertisers attempt to obtain desired creative work through an extensive agency briefing and response process. ‘Power and influence’ during this process emerged as a key issue for these managers. Analysis of depth interviews with managers with direct responsibility for the commissioning of creative work for major advertisers suggested a range of influence strategies were used in their pursuit of the desired work. Such strategies seemed to follow a pattern of rapid escalation similar to a pattern observed in the management of urgent change.

Type
Research Article
Information
Journal of Management & Organization , Volume 10 , Issue 2 , January 2004 , pp. 14 - 25
Copyright
Copyright © Cambridge University Press and Australian and New Zealand Academy of Management 2004

Access options

Get access to the full version of this content by using one of the access options below. (Log in options will check for institutional or personal access. Content may require purchase if you do not have access.)

References

Amabile, T 1988. ‘A model of creativity and innovation in organisations’, in Staw, B & Cummings, L (eds). Research in organisational Behaviour. JAI Press, Gireenwich. Conn., pp. 123–167.Google Scholar
Ausebel, D 1978. ‘The nature and measurement of creativity’, Pschologia. vol. 21, no. 4, pp. 179–191.Google Scholar
Cialdini, R 1993. Influence: Science and practice. 3rd edn. Harper Collins, New York.Google Scholar
Damanpour, F 1991. ‘Organisational innovation: A meta-analysis of effects of determinant and moderators, Academy of Management Journal. 09, p. 557.Google Scholar
Deshpande, R 1983. ‘Paradigms lost: On theory and method in research in marketing’, Journal of Marketing, vol. 47, Fall. pp. 101–110.Google Scholar
Eisenhardt, K 1989. ‘Building theories from case study research’, Academy of Management Review, vol. 14, no. 4, pp. 532–550.CrossRefGoogle Scholar
Eisenhart, T 1990. ‘What makes a client agency marriage heavenly?’, Business Marketing, vol. 75, 02 p. 32.Google Scholar
Etzioni, A 1975. A Comparative analysis of complex organisations. rev. edn. Free Press, New York.Google Scholar
French, J & Raven, B 1959. ‘The bases of social power’, in Cartwright, D (ed.). Studies in social power. Institute of Social Research. University of Michigan, Michigan, pp. 150–167.Google Scholar
Guilford, JP (ed.) 1962. Creativity: Its measurement and development, Seribners, New York.Google Scholar
Hill, R 1996. ‘Antecedents of creative excellence in advertising: The beliefs of senior creatives’, New Zealand Journal of Business, vol. 18, no. 2, pp. 81–99.Google Scholar
Hill, R & Johnson, L 2004. ‘Understanding creative service: The advertising problem delineation, communication and response (APDCR) process’, International Journal of Advertising.CrossRefGoogle Scholar
Hill, R & Phelan, S 1999. ‘Expectations of excellence in creative product: the views of senior creatives and advertising clients contrasted’, Australasian Journal of Market Research, vol. 7, no. 1.Google Scholar
Hill, RM & Johnson, L 2003. ‘When creativity is a must: Professional “applied creativity’ as a service product category’, Journal of Creativity and Innovation Management. vol. 12, no. 4, pp. 221–229.CrossRefGoogle Scholar
Kotter, JP & Sehlesinger, FA 1979. ‘Choosing strategies for change’, Harvard Business Review. 03-April, pp. 106–114.Google Scholar
Laughlin, PR 1967. ‘Incidental concept formation as a function of creativity and intelligence’, Journal of Personality and Social Psychology. vol. 5, no. 1, pp. 115–119.CrossRefGoogle ScholarPubMed
Locke, K 2001. Grounded theory in management research. Sage, London.Google Scholar
MacMilian, K.Money, K & Downing, S 2000. ‘Successful business relationships’, Journal of Cenerai Management. vol. 26, no. 1, pp. 69–84.Google Scholar
Mansfield, R 1980. ‘Theories of the creative process: A review and a perspective’, Journal of Creative Behaviour, vol. 14, no. 2.Google Scholar
Michell, P 1984, ‘Accord and discord in agency-client perceptions of creativity’, Journal of Advertising Research, vol. 24, no. 5.Google Scholar
Michell, P 1988. ‘Where advertising decisions are really made’, European Journal of Marketing. vol. 22, no. 6.CrossRefGoogle Scholar
Michell, PCN.Cataquet, H & Hague, S 1992. ‘Establishing the causes of disaffection in agency-client relations’, Journal of Advertising Research, vol. 32, no. 2, pp. 41–48.Google Scholar
Morgan, RM & Hunt, S 1994. ‘The commitment-trust theory of relationship marketing’, Journal of Marketing, vol. 56, no. 3, pp. 20–39.CrossRefGoogle Scholar
Nahapiet, J & Ghoshal, S 1998. ‘Social capital, intellectual capital, and the organizational advantage’, Acadeniv of Management Review. vol. 23, no. 2, pp. 242–266.CrossRefGoogle Scholar
Pinnington, A & Morris, T 1996. ‘Power and control in professional partnerships’, Long Range Planning, vol. 29, no. 6, pp. 842–849.CrossRefGoogle Scholar
Robbins, SP, Waters-Marsh, T.Cacioppe, R & Millet, B 1994. Organisational behaviour: Concepts, controversies and applications. Australia & New Zealand edn. Prentice Hall, Sydney.Google Scholar
Soujanen, W 1980. ‘Creativity, management and the minds of men’, Human Resource Management, vol. 18, no. 2.Google Scholar
Staw, B (ed.) 1990. An evolutionary approach to creativity and innovation. John Wiley & Sons, New York.Google Scholar
Steiner, G 1965. The creative organization. University of Chicago Press, Chicago.Google Scholar
Vecchio, R.Hearn, G & Southey, G 1992. Organisational behaviour: Life and work in Australia. Harcourt Brace Jovanovich (HBJ), Marrackville.Google Scholar
Venkatesh, R.Kohli, AK & Zaltman, G 1995. ‘Influence strategies in buying centers’, Journal of Marketing, vol. 59, 10, pp. 71–82.CrossRefGoogle Scholar
Wackman, DB. Salmon, CT & Salmon, CC 1986. ‘Developing an advertising agency-client relationship’, Journal of Advertising Research, vol. 26, no. 6, pp. 21–28.Google Scholar