Creativity re-distributed: how digitalisation changes creative advertising practice

Abstract

This paper explores the impact of digitalisation on creative advertising work, a central yet under-researched aspect of the digitalisation of marketing. Based on qualitative research at the Istanbul office of a data-driven communications agency, the study identifies different modalities of digitalised creative work, using a sociomaterial approach. In ‘human-led’ creative practice, creatives’ role is constrained by format requirements and metrics, but they still lead the creative process. In ‘device-led’ creative practice, creatives’ role is reduced to an initial creative input and becomes fragmented by the modular templates of the AI-powered device. We theorise this process as a redistribution of creative agency across human and non-human (formats-metrics-templates) elements that dynamically constitute daily advertising practice.

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