During the time of research and writing dissertation, I have written two papers. Below are abstracts that summarize the focus and findings of these papers. If you want to read the full papers you can send me an email and I will send them to you.
Andrea Rubik
University of Zagreb. Faculty of Economics and Business
Social media has changed traditional advertising, driving, expanding, and shaping creativity in an advertising agency and challenging its existing creativity management. As such, it represents one of the most transformative impacts of information technology on advertising agency business and its management. Social media has altered dramatically the ways organizations relate to the markets and society, creating a new world of possibilities and challenges many aspects of an advertising agency, from organization and operations to innovation and creativity management. Furthermore, it outlines a broad research agenda for understanding the relationships among social media, advertising agencies, and creativity management. The goal of the paper is to propose the framework featuring the role of social media in creativity management and the connection with the creative process and successful management of an advertising agency. The contribution of this paper is the exploration of the social media role in advancing creativity management in advertising agencies.
Keywords: social media, creativity management, advertising agency
<aside> 🔗 The Role of Social Media in Creativity Management in Advertising Agencies
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<aside> 📝 Rubik, A., 2022. The Role of Social Media in Creativity Management in Advertising Agencies. International Journal of E-Services and Mobile Applications (IJESMA), 14 (1), pp.1-18.
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Andrea Rubik
University of Zagreb. Faculty of Economics and Business
With the advertising industry and practice changing significantly in the last decade, it is likely that the existing management practices in advertising agencies also need some transformation. Through exploring management innovation principles and practices, novel practices might be applied by advertising agencies to exploit changes in their environment and enhance organizational performance. This paper explores the application and framework for novel management practices in an advertising agency. A proposed model is based on the principles of management innovation and the activities needed to drive management innovation. The topic is relevant for advertising agencies to understand better management innovation possibilities and enhancement it could create for them to compete in new markets and stay ahead of new competition.
Keywords: management innovation, advertising agency, management