This study has as its objective replication of a 1996 study which examined the expectations of Victorian agency based senior creatives concerning attainment of excellent creative ideas, relative to a wide range of antecedents. Excellence was defined in terms the achievement of advertiser communication objectives. Methodology was survey based. The results strongly supported hypothesized agreement between the New Zealand and Australian creatives concerning the nature and role of the brief, the roles of creatives and of advertising managers, and the importance of a process of structured information transfer for the attainment of creative excellence. Minor differences which emerged centred on an apparent lower level of tolerance by New Zealand creatives of client creative decision making. The replication also strengthens confidence in the reliability of the instrument developed.
Paper presented at the Australian and New Zealand Marketing Academy Conference (ANZMAC 1998), Dunedin, New Zealand, 30 November - 02 December 1998,