A Recent Look: Creative Professionals' Perceptions of Creativity in Hong Kong

Vivienne S Y LEUNG; Anna N.N. Hui

doi:10.1080/15332969.2014.885366

A Recent Look: Creative Professionals' Perceptions of Creativity in Hong Kong

Vivienne S Y LEUNG, Anna N.N. Hui

Department of Communication Studies

Research output: Contribution to journal › Journal article › peer-review

7 Citations (Scopus)

Abstract

A qualitative study was conducted to investigate how advertising creative talents perceive creativity in Hong Kong. The findings indicate that in a collective culture, creativity is mainly defined as the modest modification of prior knowledge. Creativity is both a precedent and consequence as a result of a good, healthy agency-client relationship. Originality and resonance are two crucial qualities defining creativity. Comparatively, clients in mainland China appeared to be more conservative than those in Hong Kong, even though this business segment is growing rapidly. This study highlights the significance of agency-client communication to creative and strategic brand planning. © 2014

Original language	English
Pages (from-to)	138-154
Number of pages	17
Journal	Services Marketing Quarterly
Volume	35
Issue number	2
DOIs	https://doi.org/10.1080/15332969.2014.885366
Publication status	Published - Apr 2014

Scopus Subject Areas

Business, Management and Accounting (miscellaneous)

User-Defined Keywords

advertising
agency-client relationship
China
creativity
Hong Kong

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10.1080/15332969.2014.885366

Cite this

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abstract = "A qualitative study was conducted to investigate how advertising creative talents perceive creativity in Hong Kong. The findings indicate that in a collective culture, creativity is mainly defined as the modest modification of prior knowledge. Creativity is both a precedent and consequence as a result of a good, healthy agency-client relationship. Originality and resonance are two crucial qualities defining creativity. Comparatively, clients in mainland China appeared to be more conservative than those in Hong Kong, even though this business segment is growing rapidly. This study highlights the significance of agency-client communication to creative and strategic brand planning. {\textcopyright} 2014",

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AB - A qualitative study was conducted to investigate how advertising creative talents perceive creativity in Hong Kong. The findings indicate that in a collective culture, creativity is mainly defined as the modest modification of prior knowledge. Creativity is both a precedent and consequence as a result of a good, healthy agency-client relationship. Originality and resonance are two crucial qualities defining creativity. Comparatively, clients in mainland China appeared to be more conservative than those in Hong Kong, even though this business segment is growing rapidly. This study highlights the significance of agency-client communication to creative and strategic brand planning. © 2014

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A Recent Look: Creative Professionals' Perceptions of Creativity in Hong Kong

Abstract

Scopus Subject Areas

User-Defined Keywords

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