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The Cat Herder: The Role and Function of the Agency Creative Director
Unformatted Document Text:  THE  CAT  HERDER     8   leader support behaviors should include both instrumental (or task-oriented) and socio-emotional (or relationship-oriented) actions. (Amabile et al. 2004, p. 6-7) Numerous researchers have found leader support a key feature affecting positive outcomes of creativity, and there is strong evidence to suggest that leader behaviors influence perceptual and affective reactions in subordinates which in turn influence subordinates’ creativity (Amabile et al. 2004; Amabile & Conti 1999; Amabile et. al. 1996; Oldham & Cummings 1996; Pelz & Andrews 1976; Scott & Bruce 1994). Therefore the role of the creative director is an essential one in building a climate for creativity, and the practices of the creative director are critical to the success of creative staffers and the agency itself. Management literature identifies “creative industries” as a unique construct in business, and the advertising agency falls within this category (Caves 2000; Hirsch 2000; Lampel et. al. 2000; Townley, Beech & McKinlay 2009). The ‘creative industries’ is the collective noun for ‘those activities which have their origin in individual creativity, skill and talent and which have a potential for wealth and job creation through the generation and exploitation of intellectual property’, namely: advertising, architecture, art and antiques, crafts, design, designer fashion, film, interactive leisure software, music, performing arts, publishing, software design, TV and radio (Townley et. al. 2009) Many argue that because of the nature of their product, the creative industries present unique managerial and organizational challenges. Even within creative fields (academics versus musicians versus advertising creatives) there is enough diversity that there may be differences in leadership behavior requirements (Mumford, Scott, Gaddis & Strange 2002). Thus the role of the creative director may or may not be representative of industries outside this realm.

Authors: Mallia, Karen., Windels, Kasey. and Broyles, Sheri.
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THE  CAT  HERDER  
 
8  
leader support behaviors should include both instrumental (or task-oriented) and 
socio-emotional (or relationship-oriented) actions. (Amabile et al. 2004, p. 6-7) 
 
Numerous researchers have found leader support a key feature affecting positive 
outcomes of creativity, and there is strong evidence to suggest that leader behaviors influence 
perceptual and affective reactions in subordinates which in turn influence subordinates’ 
creativity (Amabile et al. 2004; Amabile & Conti 1999; Amabile et. al. 1996; Oldham & 
Cummings 1996; Pelz & Andrews 1976; Scott & Bruce 1994). Therefore the role of the 
creative director is an essential one in building a climate for creativity, and the practices of 
the creative director are critical to the success of creative staffers and the agency itself.  
 Management literature identifies “creative industries” as a unique construct in 
business, and the advertising agency falls within this category (Caves 2000; Hirsch 2000; 
Lampel et. al. 2000; Townley, Beech & McKinlay 2009).  
The ‘creative industries’ is the collective noun for ‘those activities which have 
their origin in individual creativity, skill and talent and which have a potential 
for wealth and job creation through the generation and exploitation of 
intellectual property’, namely: advertising, architecture, art and antiques, 
crafts, design, designer fashion, film, interactive leisure software, music, 
performing arts, publishing, software design, TV and radio (Townley et. al. 2009) 
 
Many argue that because of the nature of their product, the creative industries present unique 
managerial and organizational challenges. Even within creative fields (academics versus 
musicians versus advertising creatives) there is enough diversity that there may be 
differences in leadership behavior requirements (Mumford, Scott, Gaddis & Strange 2002). 
Thus the role of the creative director may or may not be representative of industries outside 
this realm. 


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