Advertising creativity : The view across the meeting room and across cultures

Lester Johnson, Melbourne Business School

Abstract

Factors that impact advertising creative excellence are investigated by surveying advertising creatives in three countries, Australia, New Zealand and Malaysia, the first two of which are quite similar culturally and the third rather different. Opinions of these creatives are compared to opinions gathered, using the same survey instrument, for a sample of Australian advertisers. Not surprisingly there was more agreement among the creatives across the three countries than agreement between the Australian advertisers and any of the groups of creatives. An unanticipated finding was that Malaysian creatives were in slightly more agreement with the Australian advertisers than were Australian and New Zealand creatives.