Ordering creativity? Knowledge, creativity, and idea generation in the advertising industry

Oded Nov, Matthew Jones

Research output: Contribution to journalArticlepeer-review


Creativity and knowledge are closely linked. Recent research into the relations between them highlights social and organisational aspects. However, creativity seems difficult for ordering, and creative processes often involve people with different knowledge bases, requiring the integration of different types of knowledge. While the management of creativity in organisations is seen as a complex task, organisations do try to order creativity. The issue of how organisations do it is addressed in this paper by drawing on evidence from the advertising industry. Findings are presented from case studies of work practices of two large advertising companies. A number of processes and practices are identified that help manage and control creativity effectively. Based on these findings, a model of the inter-relations among knowledge, creativity and social interaction is developed. The model may be useful in gaining insight into the general case of knowledge sharing and innovation in knowledge-intensive organisations.

Original languageEnglish (US)
Pages (from-to)252-262
Number of pages11
JournalInternational Journal of Product Development
Issue number2
StatePublished - 2006


  • Advertising
  • Creativity
  • Creativity management
  • Idea generation
  • Innovation
  • Knowledge management
  • Knowledge sharing

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Strategy and Management
  • Management of Technology and Innovation


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