Advertising Agency Philosophies and Employee Risk Taking

Douglas West · John B. Ford

51 citations0/0 files storedJournal of Advertising

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Marketing and Advertising Strategies Management and Organizational Practices Advertising and Communication Studies

Abstract

On the basis of an exploratory survey of executives from a cross-section of U.S. advertising agencies, this article examines the relationship between agency creative philosophies and agent creative risk taking. The natures of both creative risk and agency philosophy are discussed. Multiple measures of risk taking are applied and the findings suggest that agency executives working in agencies with clear identities are more likely to take risks than are those in agencies without such identities (hybrid philosophies), but not for all measures of risk. The extent to which the size of client plays a role also is assessed. After an assessment of the findings, limitations and suggestions for further research are discussed.

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References

1979Prospect Theory: An Analysis of Decision under Risk 1988Prospect theory: An analysis of decision under risk 1977Estimating Nonresponse Bias in Mail Surveys 1933The Modern Corporation and Private Property 1992Reconceptualizing the Determinants of Risk Behavior 1933The Modern Corporation and Private Property 1999How Advertising Works: What Do We Really Know?1981Positioning: The Battle for Your Mind

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