Real Worlds and Ivory Towers: A Survey of Top Creative Directors

Account Planners' Views on How Their Work Is and Should Be Evaluated

“…This response rate is similar to other published surveys of advertising professionals (Reid, King, and DeLorme 1998). For example, Kendrick, Slayden, and Broyles (1996) reported a 30% response rate from their survey of agency creatives. More recently, Spake, D'Souza, Crutchfield, and Morgan (1999) reported an 18.9% response rate for a national survey of U.S.-client advertising managers.…”

Content and Strategy in the Entry-Level Advertising Portfolio

“…Though almost nine in 10 creative directors said that produced material was acceptable for both copywriter and art director, their verbatim comments indicated the importance of an advertisement's concept over its execution. This was also reflected i n Kendrick, Slayden and Broyles (1996a) where 21 percent of verbatim comments about the university's role in educating future creatives emphasized the importance of conceptual thinking over execution. The most basic proviso to be offered here is that simply because a piece is produced means very little; it can actually detract from the rest of the book, even if the rest of the book is roughs.…”

“…Addresses were obtained from The Standard Directory of Advertising Agencies (1994), and all envelopes were addressed to Creative Director. Kendrick, Slayden and Broyles (1996a) also have published an analysis from this questionnaire of verbatim comments to open-ended questions relating to the university's role in preparing creatives for entry-level jobs including additional quotes from creative directors.…”

Technology in the Idea Generation Process: Voices from the Agency

“…The researchers followed previous qualitative studies that explored advertising education and creative (Blakeman & Haley, 2006;Blakeman & Hoy, 2005;Kendrick et al, 1996;Otnes, Oviatt & Treise, 1995). Given the exploratory nature of the study, open-ended questions were used to ensure responses represented the participants' actual experiences.…”

“…Kendrick, Slayden and Broyles (1996) surveyed working creative professionals in advertising, and those respondents indicated that poor conceptual abilities were one of the main deficiencies among recent graduates entering the advertising field. The results of the Robbs (1996) and Kendrick et al (1996) studies clearly showed the importance of conceptual and ideation skills. In a study of 120 creative leaders who participated in interviews for The Wall Street Journal's Creative Leaders Series between 1977and 2007, Oliver and Ashley (2012 found that creative leaders value flexibility in terms of responsibility and idea generation.…”