A Recent Look: Creative Professionals’ Perceptions of Creativity in Hong Kong

Abstract

A qualitative study was conducted to investigate how advertising creative talents perceive creativity in Hong Kong. The findings indicate that in a collective culture, creativity is mainly defined as the modest modification of prior knowledge. Creativity is both a precedent and consequence as a result of a good, healthy agency−client relationship. Originality and resonance are two crucial qualities defining creativity. Comparatively, clients in mainland China appeared to be more conservative than those in Hong Kong, even though this business segment is growing rapidly. This study highlights the significance of agency–client communication to creative and strategic brand planning.

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