Description

Since the beginning of this century, the advertising industry has been going through major changes that have fragmented the market and the traditional advertising agencies’ dominant position is challenged by niched players like for example web, PR and strategic agencies. This thesis is a case study of the top five creative agencies in Sweden with the objective to identify the key success factors for creative agencies. The empirics of the study consists of in-depth interviews with the founders, CEOs or other senior partners and the results have been analyzed from the perspectives of the agencies’ internal and external practices, using a theoretical framework of organizational creativity and market strategy.