This study aims to investigate how internal communication and organizational culture impact creativity within an advertising agency. The research was conducted as a qualitative case study at a successful advertising agency in the heart of Copenhagen. The theoretical framework encompasses aspects of organizational creativity, including theories related to creative organizations, internal communication, creative work teams, and creative processes. A combination of ethnographic observations and qualitative interviews was used for data collection. The ethnographic observations were carried out over a week at the advertising agency, allowing for the identification of the agency's culture, interactions, structures, and dynamics. The qualitative interviews were conducted with six individuals from the agency, representing different roles within the creative teams. The empirical data and analysis lead to conclusions that highlight how internal culture and communication influence creativity. The conclusions clearly summarize three aspects that affect creativity: culture,communication, and leadership. The findings include reflections and discussions on theory and empirical data, as well as practical advice for professionals in the advertising industry. This study contributes to the scientific community by providing relevant insights into how communication and culture can be leveraged to enhance creativity within work teams. These conclusions also hold societal significance for curious students, advertising agency leaders, or industry professionals seeking to understand how to foster creativity.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-532105 |
| Date | January 2024 |
| Creators | Fyhrlund, Elin, Edström, Tove |
| Publisher | Uppsala universitet, Medier och kommunikation |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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