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The Cat Herder: The Role and Function of the Agency Creative Director
Unformatted Document Text:  THE  CAT  HERDER     28   Creativity has been shown to be the primary selection criteria for agency selection (Ewing, Napoli & West 2000-2001) and the currency of creative people. However, the advertising literature has largely ignored the impact of creative leadership on the creative process. This research is a first step in the exploration of the role of the creative director in today’s advertising agency. By outlining the roles and functions of the creative director and situating it within the literature on creative leadership, this research provides a foundation for future research in the area. If indeed how leaders manage has a profound effect on creative performance (Basadur 2004), much more research is needed in advertising to identify specific behaviors that enhance positive outcomes in an industry whose survival depends upon it. This is research that would have tremendous impact on industry practice, giving agencies that build positive leaders a more creative environment and a powerful competitive edge.

Authors: Mallia, Karen., Windels, Kasey. and Broyles, Sheri.
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Creativity has been shown to be the primary selection criteria for agency selection (Ewing, 
Napoli & West 2000-2001) and the currency of creative people. 
However, the advertising literature has largely ignored the impact of creative 
leadership on the creative process. This research is a first step in the exploration of the role of 
the creative director in today’s advertising agency. By outlining the roles and functions of the 
creative director and situating it within the literature on creative leadership, this research 
provides a foundation for future research in the area.   
If indeed how leaders manage has a profound effect on creative performance 
(Basadur 2004), much more research is needed in advertising to identify specific behaviors 
that enhance positive outcomes in an industry whose survival depends upon it. This is 
research that would have tremendous impact on industry practice, giving agencies that build 
positive leaders a more creative environment and a powerful competitive edge.  

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