Exploring the impact of control powers and agency philosophy on the creative identity: an exploratory case study on a Pakistani advertising agency.

Creative advertising is considered as vital ingredient for any advertising agency to sell their services. However, in any advertising agency, the creative department serve as a backbone for campaign or any marketing collateral development. Whereas, the client and account managers are also considered as the key factors in a service-oriented advertising business. This study aims explore the impact of client’s power, account manager’s power and agency’s philosophy over the creative identity of advertising professionals, working in a local Pakistani advertising agency. In the context of understanding the impact of each of these factors over the creative identity, the study sought to explore the experiences of these creatives through the lens of realism and interpretivist approach. For this purpose, a qualitative interview-based study had been conducted with ten creatives of a local Pakistani advertising agency, belonging to different functions. The research revealed that the client has the outmost authority over their marketing collateral, and they influence the operations of agency as account manager represent them, due to their monetary involvement. Whereas, the client’s influences the creative identity in negative manner as through ambiguous or no feedback over an idea. Likewise, the account manager also impacts in negative way due to their attitude towards creative and control over the agency. But on the other hand, agency’s philosophy contributes positively towards the strengthening the creative identity of Pakistani creatives, working in this agency. Moreover, the unrealistic deadlines and Budget constraints are also mentioned as significant factors influencing their identities. This study suggests that creatives should have in person communication with client and account managers along with keeping a written record of conversations for smooth flow of creative process