Abstract
This research explores the understanding of the innovation process that leads to a competitive advantage in the advertising agency, covering the process of developing advertisements projects, and how advertising agencies interact with clients & its role in the process of creating advertisements. Based on the theoretical framework, the research was conducted on a case study in a fast-growing start-up advertising agency and used qualitative analysis in the case study and compared the implementation of the innovation process with other advertising agencies. Data were processed using a qualitative method approach. An interview was conducted for all participants on the agencies’ founders or directors in Jakarta with sufficient knowledge of the innovation process implemented in their advertising agency, as well as exploring the agency's efforts to recoup its business growth in order to obtain a competitive advantage in the current market. The outcome shows two different approaches that are linear and non-linear processes for each project, and several types of client involvement together with the role of the client in the innovation process.
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