Creativity re-distributed: how digitalisation changes creative advertising practice

AKMERANER KÖKAT Y., Pellandini-Simanyi L.

JOURNAL OF MARKETING MANAGEMENT, vol.41, no.15-16, pp.1731-1753, 2025 (SSCI, Scopus) identifier identifier

  • Publication Type: Article / Article
  • Volume: 41 Issue: 15-16
  • Publication Date: 2025
  • Doi Number: 10.1080/0267257x.2025.2467299
  • Journal Name: JOURNAL OF MARKETING MANAGEMENT
  • Journal Indexes: Social Sciences Citation Index (SSCI), Scopus, ABI/INFORM, Public Affairs Index
  • Page Numbers: pp.1731-1753
  • Istanbul University Affiliated: No

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.