title: Organising for Advertising Creativity: Differential Effects of Agency Structure, Absorptive Capacity, and Abrasion on Originality and Appropriateness

authors: O'Connor, Huw

subjects: Advertising

abstract: The aim of this thesis has been to extend our understanding of creativity.  Creativity is an area that is vital to society, but most commentators agree is a complex area that has been under researched. The setting for this research was the advertising industry. This industry was chosen as it is one of the few industry’s that focuses primarily on the creative thinking process and has highly specialist personnel concentrating on creative ideation. However, unlike the majority of research on creativity, the aim of this thesis was to shed light on a range of interactive, processing capacity, and knowledge elements, in the creative thinking process, rather than looking at divergent thinking processes in isolation.

This thesis is made up of four articles in Chapter’s Two to Five. The first of these articles is a replication and extension of the seminal study made by Koslow, Sasser and Riordan (2006) “Do Marketing Clients Really Get the Advertising They Deserve: Agency Views of How Clients Influence Creativity.” The article extends the findings from this seminal work in a different country context.

The next article looks into a number of structural elements driving creativity in the agency-client relationship and found a number of key interactions affecting the creativity of outcomes.
 
The third article delved into the area of absorptive capacity. In the creative thinking process a key limit is the ability of an organisation or individual to absorb the knowledge required to generate highly creative ideas. Research enabled the development of a model that illustrates the creative frontier, which is also the absorptive capacity frontier. The model indicates the trade-off that occurs between updating our beliefs with continuing to maintain these beliefs. The final article provides a model that summarises many of the key findings from the thesis. Using Agency Theory a new conceptual model that applies this in the context of absorptive capacity is developed. This model begins the process of trying to identify the key variables driving creative outputs in an agency setting and their complex interactions. Each article discusses the very real managerial implications of the findings for both advertising agencies and their clients, as well as the implications for managers as a whole. Additionally it is acknowledged that there is significant complexity in the creative thinking process and this is addressed in areas for further research.

text: Organising for Advertising Creativity: Differential Effects of Agency Structure, Absorptive Capacity, and Abrasion on Originality and Appropriateness The aim of this thesis has been to extend our understanding of creativity.  Creativity is an area that is vital to society, but most commentators agree is a complex area that has been under researched. The setting for this research was the advertising industry. This industry was chosen as it is one of the few industry’s that focuses primarily on the creative thinking process and has highly specialist personnel concentrating on creative ideation. However, unlike the majority of research on creativity, the aim of this thesis was to shed light on a range of interactive, processing capacity, and knowledge elements, in the creative thinking process, rather than looking at divergent thinking processes in isolation.

This thesis is made up of four articles in Chapter’s Two to Five. The first of these articles is a replication and extension of the seminal study made by Koslow, Sasser and Riordan (2006) “Do Marketing Clients Really Get the Advertising They Deserve: Agency Views of How Clients Influence Creativity.” The article extends the findings from this seminal work in a different country context.

The next article looks into a number of structural elements driving creativity in the agency-client relationship and found a number of key interactions affecting the creativity of outcomes.
 
The third article delved into the area of absorptive capacity. In the creative thinking process a key limit is the ability of an organisation or individual to absorb the knowledge required to generate highly creative ideas. Research enabled the development of a model that illustrates the creative frontier, which is also the absorptive capacity frontier. The model indicates the trade-off that occurs between updating our beliefs with continuing to maintain these beliefs. The final article provides a model that summarises many of the key findings from the thesis. Using Agency Theory a new conceptual model that applies this in the context of absorptive capacity is developed. This model begins the process of trying to identify the key variables driving creative outputs in an agency setting and their complex interactions. Each article discusses the very real managerial implications of the findings for both advertising agencies and their clients, as well as the implications for managers as a whole. Additionally it is acknowledged that there is significant complexity in the creative thinking process and this is addressed in areas for further research.

year: 2016

title: Risk transfer and uncertainty in privatisation: Cases from air transport

authors: Francis, Graham

subjects: risk

abstract: This paper seeks to challenge  the notion of risk transference via examples of PPP and privatisation of state owned assets. The paper draws on case studies in air transport operations, in which the private sector has been encouraged to take full / part responsibility for previously state-controlled operations. Cases have been drawn from the UK and New Zealand since these countries have been at the forefront of air transport privatisation, and provide examples of a variety of public/private arrangements and their outcomes. The state cannot avoid uncertainty through such contractual arrangements. The quantified approach to risk sharing has grave limitations under conditions of uncertainty. So, contrary to governments’ espoused expectations, although ownership and some benefits have been transferred, some risk elements have ultimately not been transferred. This is in part due to uncertainties surroundings the future prospects of the privatised entities / PPP’s. Indeed, the loss of control may result in greater risk, as private sector investors can reap the rewards of financial returns if the market remains buoyant, but at the same time they are protected to some extent by the state from the financial risk of losing their investments.

text: Risk transfer and uncertainty in privatisation: Cases from air transport This paper seeks to challenge  the notion of risk transference via examples of PPP and privatisation of state owned assets. The paper draws on case studies in air transport operations, in which the private sector has been encouraged to take full / part responsibility for previously state-controlled operations. Cases have been drawn from the UK and New Zealand since these countries have been at the forefront of air transport privatisation, and provide examples of a variety of public/private arrangements and their outcomes. The state cannot avoid uncertainty through such contractual arrangements. The quantified approach to risk sharing has grave limitations under conditions of uncertainty. So, contrary to governments’ espoused expectations, although ownership and some benefits have been transferred, some risk elements have ultimately not been transferred. This is in part due to uncertainties surroundings the future prospects of the privatised entities / PPP’s. Indeed, the loss of control may result in greater risk, as private sector investors can reap the rewards of financial returns if the market remains buoyant, but at the same time they are protected to some extent by the state from the financial risk of losing their investments.

year: 2006-10

title: How differing methods of ascribing ethnicity and socio-economic status affect risk estimates for hospitalisation with infectious disease

authors: Hobbs, Mark R.

subjects: Ethnicity/race

abstract: Significant ethnic and socio-economic disparities exist in infectious diseases (IDs) rates in New Zealand, so accurate measures of these characteristics are required. This study compared methods of ascribing ethnicity and socio-economic status. Children in the Growing Up in New Zealand longitudinal cohort were ascribed to self-prioritised, total response and single-combined ethnic groups. Socio-economic status was measured using household income, and both census-derived and survey-derived deprivation indices. Rates of ID hospitalisation were compared using linked administrative data. Self-prioritised ethnicity was simplest to use. Total response accounted for mixed ethnicity and allowed overlap between groups. Single combined ethnicity required aggregation of small groups to maintain power but offered greater detail. Regardless of the method used, Māori and Pacific children, and children in the most socio-economically deprived households had a greater risk of ID hospitalisation. Risk differences between self-prioritised and total response methods were not significant for Māori and Pacific children but single-combined ethnicity revealed a diversity of risk within these groups. Household income was affected by non-random missing data. The census derived deprivation index offered a high level of completeness with some risk of multicollinearity and concerns regarding the ecological fallacy. The survey-derived index required extra questions but was acceptable to participants and provided individualised data. Based on these results, the use of single-combined ethnicity and an individualised survey-derived index of deprivation are recommended where sample size and data structure allow it.

text: How differing methods of ascribing ethnicity and socio-economic status affect risk estimates for hospitalisation with infectious disease Significant ethnic and socio-economic disparities exist in infectious diseases (IDs) rates in New Zealand, so accurate measures of these characteristics are required. This study compared methods of ascribing ethnicity and socio-economic status. Children in the Growing Up in New Zealand longitudinal cohort were ascribed to self-prioritised, total response and single-combined ethnic groups. Socio-economic status was measured using household income, and both census-derived and survey-derived deprivation indices. Rates of ID hospitalisation were compared using linked administrative data. Self-prioritised ethnicity was simplest to use. Total response accounted for mixed ethnicity and allowed overlap between groups. Single combined ethnicity required aggregation of small groups to maintain power but offered greater detail. Regardless of the method used, Māori and Pacific children, and children in the most socio-economically deprived households had a greater risk of ID hospitalisation. Risk differences between self-prioritised and total response methods were not significant for Māori and Pacific children but single-combined ethnicity revealed a diversity of risk within these groups. Household income was affected by non-random missing data. The census derived deprivation index offered a high level of completeness with some risk of multicollinearity and concerns regarding the ecological fallacy. The survey-derived index required extra questions but was acceptable to participants and provided individualised data. Based on these results, the use of single-combined ethnicity and an individualised survey-derived index of deprivation are recommended where sample size and data structure allow it.

year: 2019