All Academic, Inc. Research Logo

Info/CitationFAQResearchAll Academic Inc.
Document

The Cat Herder: The Role and Function of the Agency Creative Director
Unformatted Document Text:  THE  CAT  HERDER     13   RQ2: Is the role of the advertising creative director consistent with the literature’s delineation of a creative leader? THE EMPIRICAL STUDY This paper is based on quasi-ethnographic studies conducted in 2010 and 2011 by three researchers in six agencies, in four different U.S. cities. It was a quasi-ethnography study because ethnographies are generally longitudinal, meaning data is collected at one site for several months. Two past ethnographies in advertising agencies collected data at a single site for three months (Alvesson 1994; 1998) and 10 months (Rosen 1988; 1991b). In the current study, data was collected from six different advertising agencies: three large agencies and three small agencies. The agencies were labeled L 1-3 and S 1-3 and are described further in Appendix 1. Multiple agencies were chosen over one agency in an effort to avoid over-generalizing the idiosyncrasies of one agency. In ethnographical work, it is important not to go in with a set agenda for findings or topics, but rather to flexibly allow for surprises and topics of interest to present themselves. Thus, the researchers for this study went in with loose topics, such as “the role of the creative director,” to provide a sufficient level of focus while also allowing for topics to be shaped through observations and interviews. Each ethnography included observations, scheduled and impromptu formal interviews and informal conversations, a generally accepted protocol for an organizational ethnography (Rosen 1991a). All three researchers recorded contemporaneous notes by hand that were later typed, in order to achieve more openness with subjects than a mechanical recording device would allow. The agencies selected for study were chosen based on a convenience sample of agencies in four different US advertising markets, in cities with reasonable proximity to the

Authors: Mallia, Karen., Windels, Kasey. and Broyles, Sheri.
first   previous   Page 13 of 34   next   last



background image
THE  CAT  HERDER  
 
13  
RQ2: Is the role of the advertising creative director consistent with the literature’s 
delineation of a creative leader?   
THE EMPIRICAL STUDY 
 
This paper is based on quasi-ethnographic studies conducted in 2010 and 2011 by 
three researchers in six agencies, in four different U.S. cities. It was a quasi-ethnography 
study because ethnographies are generally longitudinal, meaning data is collected at one site 
for several months. Two past ethnographies in advertising agencies collected data at a single 
site for three months (Alvesson 1994; 1998) and 10 months (Rosen 1988; 1991b). In the 
current study, data was collected from six different advertising agencies: three large agencies 
and three small agencies. The agencies were labeled L 1-3 and S 1-3 and are described 
further in Appendix 1. Multiple agencies were chosen over one agency in an effort to avoid 
over-generalizing the idiosyncrasies of one agency.  
In ethnographical work, it is important not to go in with a set agenda for findings or 
topics, but rather to flexibly allow for surprises and topics of interest to present themselves. 
Thus, the researchers for this study went in with loose topics, such as “the role of the creative 
director,” to provide a sufficient level of focus while also allowing for topics to be shaped 
through observations and interviews. Each ethnography included observations, scheduled and 
impromptu formal interviews and informal conversations, a generally accepted protocol for 
an organizational ethnography (Rosen 1991a). All three researchers recorded 
contemporaneous notes by hand that were later typed, in order to achieve more openness 
with subjects than a mechanical recording device would allow.  
The agencies selected for study were chosen based on a convenience sample of 
agencies in four different US advertising markets, in cities with reasonable proximity to the 


Convention
All Academic Convention can solve the abstract management needs for any association's annual meeting.
Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf.
Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets!
Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more!
Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering.
Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more!
Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches!
Click here for more information.

first   previous   Page 13 of 34   next   last

©2012 All Academic, Inc.