ABSTRACT
This chapter builds on research carried out with advertising creatives in London. The research was carried out using a grounded theory approach involving an in-depth analysis of qualitative data: because this approach is perhaps less well-known to many readers, some explanation of the methodology is probably in order. It is in the area of relationships between the creatives and the agency that one would expect the greatest impact on the brand personality. Individual personality and the diversity that this brings are obviously a positive and a negative factor in organisations. Individual difference can, however, have a negative impact, notably in advertising creatives' relationships with advertising agencies and clients. The relationship between career aspirations and diversity is not unique to advertising industry creatives but it is certainly an area in which the creative's personality is likely to play a role in developing the brand personality.
