JAR Insights Studio: New Research on Agency Incentives, AI Integration & Creative Effectiveness

Описание: Originally aired on June 17th, this Journal of Advertising Research (JAR) Insights Studio brings together researchers from across the globe to present pioneering work on some of the most pressing issues facing the advertising industry today.

Scott Koslow, Professor of Marketing at Macquarie University, presents a study examining how agency creativity is shaped by client incentive structures. He explores how different pitch environments and compensation models influence the quality of advertising output and creative decision-making.
Read the article here: https://www.tandfonline.com/doi/full/...

Weila Cui, Assistant Professor of Marketing at the University of Nottingham Ningbo China, presents a qualitative exploration of how generative AI is being integrated into agency workflows. Her presentation outlines a four-stage co-creative process model that illustrates how human teams and AI partners collaborate to shape creative development.
Read the article here:
https://www.tandfonline.com/doi/full/...

Gina Slejko, Associate Professor of Marketing at Colorado State University, shares findings from a large-scale analysis of creative attributes in food, beverage, and restaurant advertising. She highlights which design elements and messaging strategies are most effective across different stages of the marketing funnel.
Read the article here:
https://www.tandfonline.com/doi/full/...

The session concludes with a live Q&A, where panelists respond to audience questions and discuss the broader implications of their findings for advertisers and researchers alike.