Abstract
Present study aims to study the factors affecting creativity in the
advertisements in Pakistan. KEYS encouragement of creativity,
autonomy or freedom, resources, pressures, and organizational
impediments to Creativity and Innovation assessment tool was
used to identify factors affecting creativity. The findings show that
though the top management in advertising agencies encourage
their employees to be creative by offering financial rewards and
verbal encouragement, but the clients they were working for,
generally do not accept creative ideas to market their brand because
of unwillingness to take risks and limitations in budgets. The
findings of the study will help the branding agencies and brands to
work together for creating an environment that fosters creativity in
their organizations which can then be reflected in the
advertisements
Hamnah Rahat, Adeel Naqvi. (2020) Exploring the Organizational Factors That Influence Creativity: A Study on Advertising Agencies of Pakistan, Journal of Media Studies, Volume-35, Issue-1.
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