Creativity in the digital world of Advertising. : A study within the Swedish advertising agencies.

Abstract: AbstractMaster thesis in marketing at the Linnaeus University School of Businessand Economics in Växjö, spring 2012. Authors: Kristian Gjurovski & Jasenko Arsenovic Examinator & Tutor: Mosad Zineldin Title: Creativity in the digital world of Advertising - A study within the Swedishadvertising agencies. Purpose: The purpose of this paper will be to examine how the Internet and itspossibilities has affected the creativity in teams for creating advertising andalso to find which are the most vital qualities for the organisation to possesswithin to be able to succeed in the creative work. Research question: How has the creativity in Swedish advertising organisationschanged with the intrusion of Internet and what qualities are the most vital tosucceeding with creative advertising with the increased technologicaldevelopment in society through the Internet? Methodology: The research that has been conducted in this thesis iscategorized by an inductive reasoning. Information and data that was obtainedwas gained through semi-structured interviews and a survey. Hence, bothqualitative and quantitative research was performed. Conclusion: The culture in Sweden is defining the creativity and the hierarchicstructure in the organisations creates a need for structure. The core2competences should stay in the organisations as well as the weak competencesshould be outsourced. Suggestion for further research: A deeper insight into the componentscreating creativity could have been done, (individual creativity, group creativity,and organisational theory, with the aspect from the environment) would havegiven an interesting results. Also combining the creative concept in psychologywith creativity in computer science and find the correlation would probably havegiven interesting results.