ABSTRACT
This chapter explores the transformation of value and defines advertising creativity in the context of a changing technological and cultural environment. Placing discussion in the context of an analysis of new forms of client-agency relationships and new patterns of procurement and remuneration, the chapter sets an account of creativity in context. The chapter details the processes and structures through which advertising is negotiated and sets out a series of models of the creative process. Reflections on transitions from human to automated creativity and from linear to ‘agile’ models of creative working take ‘creativity’ into the era of programmatic and digitally enhanced brand communications.
