Organizational Factors that Influence Creativity - An Empirical Study of Small Advertising Agencies

Abstract: Creativity is a vital tool in a knowledge based industry, which has shown itself to be ever increasing as the society shifts its focus on it. Creativity is a phenomenon which has proven itself valuable to the advertising industry. This concept is difficult to grasp and narrow down, yet of such importance for being competitive on the market, therefore this study aims to highlight the organizational factors that influence it. The question asked is what organizational factors influence creativity a small advertising agency. It can either be boosted through the factors present in the work environment, the individuals at the agency who compose the groups and thus the dynamic that emerges, the leader’s role and characteristics, goals, their autonomy and freedom, available resources and work pressure. In addition it is essential to consider and shed light on impediments to creativity, within the group, organization and the leader’s impact on the work process. This dictates how mistakes are handled and used for the company’s development. Risks are a meaningful element in the advertising business and must be reflected upon. It is apparent that many factors are to be considered when evaluating what affects creativity, and none can be disregarded as they are all incorporated. They are highly interconnected. Agencies are sometimes limited due to their small size in having the room to take risks and daring to create something different. Interviews were conducted at four small advertising agencies to gather information to form a valid result and understanding of creativity’s platform an organization. Theories relevant to the subject have been collected to aid this aim. A model has been formed to cover all the organizational factors, and structure the analysis.