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.