ABSTRACT
The managerial styles of two BBC directors-general, John Birt and Greg Dyke, have often been contrasted but not so far analysed from the perspective of their different views of ‘creative management’. This article first addresses the orthodox reading of ‘Birtism’; second, it locates Dyke’s ‘creative’ turn in the wider context of fashionable neo-management theory and UK government creative industries policy; third, it details Dyke’s drive to change the BBC’s culture; and finally, it concludes with some reflections on the uncertainties inherent in managing a creative organisation.
