Creative Management in Advertising Agencies

Research Project

Project/Area Number	21730326
Research Category	Grant-in-Aid for Young Scientists (B)
Allocation Type	Single-year Grants
Research Field	Business administration
Research Institution	Kyoto Sangyo University
Principal Investigator	IBUKI Yusuke Kyoto Sangyo University, 経営学部, 准教授 (60410255)
Project Period (FY)	2009 – 2010
Project Status	Completed (Fiscal Year 2010)
Budget Amount *help	¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000) Fiscal Year 2010: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000) Fiscal Year 2009: ¥650,000 (Direct Cost: ¥500,000、Indirect Cost: ¥150,000)
Keywords	経営学 / 広告会社 / クリエイティブ
Research Abstract	The aim of this research is to reveal the factors for the better creative management in advertising agencies. As a result of the research, we found that in Japan : (1) the quality and/or ability of the creative person is evaluated by professionals who judge the advertisement which that creative person produced or directed. (2) the creative management is made with no certain plan, and whether the creative management is worked or not do not have much impact on the achievement of the agency, such as sales or awards.