Consumer perceptions and attitudes towards SMS advertising: recent evidence from New Zealand

Abstract

Advertising creatives are often characterised in terms of stereotypes such as genius or maverick. Relatively few studies have focused on the complexities and contradictions that face creatives in their professional role. In this paper we draw on depth interviews conducted with a small sample of senior-level creatives working in a cross-section of New York agency settings to explore the ways in which they negotiate and resolve their senses of personal and professional identity. We find that ad agencies are a site of conflict and insecurity for these creatives, yet also of potential fulfilment. We suggest that these creatives may be complicit in the conflict because their sense of professional identity has a substantial investment in it. We suggest that the advertising industry has not evolved working practices that fully assimilate those creatives who experience such dilemmas of identity.