MANAGING CREATIVITY IN ADVERTISING AGENCIES FOR INNOVATION & INFRASTRUCTURE (SDG 9)

Abstract

The current paper focuses on how creative management of advertising agencies can be applied as a lever to achieve the intended innovation and Infrastructure through SDG 9 (Sustainable Development Goal 9). Being the sources of the evolution of thoughts and the creativity, advertising agencies not only facilitate the markets and consumers behavior, but also contribute to the increasing level of industrialization and evolution of structures through the integration of approaches in creativity with the progress in technologies. The balanced creativism, the teamwork, and the use of the digital technologies (artificial intelligence and data analytics) as a means of turning into more innovative can serve to manage the agency creativity successfully. However, the competition problem, the regarding of the resources and the obligating newness are also recognized as the problems that need the systematised approaches to the organisation of creatorship. This paper illuminates the prospects that the advertising agencies could go beyond the traditional communicative capacities and position themselves to be productive stakeholders in the formation of sustainable, resilient, and inclusive infrastructures, and hence take part in the global agenda of sustainable industrialization and innovations.