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The Cat Herder: The Role and Function of the Agency Creative Director
Unformatted Document Text:  THE  CAT  HERDER     2   Abstract While creativity is the lifeblood of the advertising agency, little is known about the role of the creative director in guiding the creative process. This exploratory research aims to uncover the role of the creative director as perceived by agency creatives. Utilizing quasi- ethnographic methods, this research is based on data from six agencies. Findings suggest successful creative directors are transformational leaders with many roles, including brand steward, culture builder, and champion of creative teams.

Authors: Mallia, Karen., Windels, Kasey. and Broyles, Sheri.
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While creativity is the lifeblood of the advertising agency, little is known about the role of 
the creative director in guiding the creative process. This exploratory research aims to 
uncover the role of the creative director as perceived by agency creatives. Utilizing quasi-
ethnographic methods, this research is based on data from six agencies. Findings suggest 
successful creative directors are transformational leaders with many roles, including brand 
steward, culture builder, and champion of creative teams.  

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