146712

Digital Advertising Creative Processes and Innovation in UK SME Advertising Agencies: An Empirical Investigation of Viral Advertising

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Last updated: 04 Jan 2025

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Abstract

Innovation is arguably the largest theme in advertising literature. However, the emergence of E-Marketing has led to an unprecedented level of change in the industry. In an attempt to explore innovation practices and digital advertising creative processes by UK advertising agency, this paper empirically, investigates the different innovations introduced into the advertising creative design and development process by UK advertising agency managers. The research focuses specifically on the creation of viral adverts. While there have been several studies of the broader advertising industry and change within agencies, there has been less attention to campaign creation activities and exactly “how" and “where" in the design process creative managers have innovated to support virality. The study adopts an interpretivism paradigm employing a qualitative approach. Data were collected using in-depth semi-structured interviews with UK SME advertising agencies' creative managers to analyse their visions and reactions to viral advertising, as they conceived, considered and reflected on advertising campaigns. The findings indicated that although there are major changes within advertising creative design and development process, some aspects are still the same (e.g., core brand values directing the campaign, the iterative process of research, and discussions). The planning process is fundamentally unchanged, indicating that prior work has over-stated the case for radical change. The findings confirmed not only viral advertising's unique ability to live in both the “old" and “new" media world but it also shows where innovations in the advertising campaign process have been introduced. The findings challenge some of the prior work, which has been over-enthusiastic about the disruptive nature of the digital environment. This research paper enhances empirical research studies in the field which had been conducted to examine viral advertising campaign design.

DOI

10.21608/cfdj.2021.146712

Keywords

Viral advertising, advertising creative process, creative innovation, UK advertising agencies, Digital Advertising, SME

Authors

First Name

Hatem

Last Name

El Gohary

MiddleName

-

Affiliation

BCU

Email

hatem.elgohary@bcu.ac.uk

City

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Orcid

-

First Name

Antonius

Last Name

Raghubansie

MiddleName

-

Affiliation

British Council - India

Email

antonius.raghubansie@britishcouncil.org

City

-

Orcid

-

Volume

2

Article Issue

العدد الثاني - الجزء الأول

Related Issue

21644

Issue Date

2021-02-01

Receive Date

2021-01-20

Publish Date

2021-02-01

Page Start

75

Page End

116

Print ISSN

2682-3403

Online ISSN

2682-4531

Link

https://cfdj.journals.ekb.eg/article_146712.html

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https://cfdj.journals.ekb.eg/service?article_code=146712

Order

3

Type

المقالة الأصلية

Type Code

1,242

Publication Type

Journal

Publication Title

المجلة العلمية للدراسات والبحوث المالية والتجارية

Publication Link

https://cfdj.journals.ekb.eg/

MainTitle

Digital Advertising Creative Processes and Innovation in UK SME Advertising Agencies: An Empirical Investigation of Viral Advertising

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Article

Created At

22 Jan 2023