Kasey Windels | Louisiana State University (original) (raw)

Papers by Kasey Windels

Research paper thumbnail of Will Changing Media Change the World? An Exploratory Investigation of the Impact of Digital Advertising on Opportunities for Creative Women

Http Dx Doi Org 10 1080 15252019 2011 10722183, Jul 1, 2013

Digital media has profoundly affected the advertising industry as new channels supplant tradition... more Digital media has profoundly affected the advertising industry as new channels supplant traditional media and Internet advertising moves beyond rudimentary display ads to the likes of viral video and social networking. Despite research into new creative products, few studies have investigated potential changes in creative work processes as new players nudge out traditional agencies and traditional agencies struggle to reinvent themselves. This study explores how digital media might affect the creative careers of women, who were constrained by the organizational structure dominant in the twentieth century. The findings, from interviews with 27 advertising and marketing communication practitioners, suggest that digital agencies develop their work differently than traditional advertising agencies and that the nature of digital work requires more diverse and specialized project teams. This shift has increased collaboration among creative personnel and led to a more positive workplace experience for women.

Research paper thumbnail of Lost in Space: Advertising agency employees’ perceptions of work space

Research paper thumbnail of Does the Creative Boys’ Club Begin in the Classroom?

Research paper thumbnail of The Influence of Self-Construal and Materialism on Social Media Intensity: A Study of China and the United States

International Journal of Advertising

Research paper thumbnail of Soft Skills: The Difference Between Leading and Leaving the Advertising Industry

Research paper thumbnail of How being female impacts learning and career growth in advertising creative departments

Employee Relations, 2015

ABSTRACT

Research paper thumbnail of Confined Creativity: The Influence of Creative Code Intensity on Risk Taking in Advertising Agencies

Journal of Current Issues & Research in Advertising, 2014

ABSTRACT Risk is inherent in the creative process of advertising. The research reported in this a... more ABSTRACT Risk is inherent in the creative process of advertising. The research reported in this article examined how employee risk taking was influenced by creative code intensity, which consists of strongly shared values about what represents great creative work. Interviews with creative practitioners provided insight into the role of risk in advertising. A survey of U.S. agency creatives revealed that agencies with an intense creative code, or strongly shared values, also were likely to have strong risk-taking tendencies. Results suggest agency managers wishing to foster a risk-taking environment can benefit from an articulated creative identity and clear communication about the type of creative work the agency strives to produce.

Research paper thumbnail of The Creative Code: A moderator of divergent thinking in the development of marketing communications

Journal of Marketing Communications, 2013

Research paper thumbnail of Will Changing Media Change the World? An Exploratory Investigation of the Impact of Digital Advertising on Opportunities for Creative Women

Journal of Interactive Advertising, 2011

Digital media has profoundly affected the advertising industry as new channels supplant tradition... more Digital media has profoundly affected the advertising industry as new channels supplant traditional media and Internet advertising moves beyond rudimentary display ads to the likes of viral video and social networking. Despite research into new creative products, few studies have investigated potential changes in creative work processes as new players nudge out traditional agencies and traditional agencies struggle to reinvent themselves. This study explores how digital media might affect the creative careers of women, who were constrained by the organizational structure dominant in the twentieth century. The findings, from interviews with 27 advertising and marketing communication practitioners, suggest that digital agencies develop their work differently than traditional advertising agencies and that the nature of digital work requires more diverse and specialized project teams. This shift has increased collaboration among creative personnel and led to a more positive workplace experience for women.

Research paper thumbnail of The Fire Starter and the Brand Steward: An Examination of Successful Leadership Traits for the Advertising-Agency Creative Director

Journal of Advertising Research, 2014

This article seeks to uncover the complexities of the creative director's leadership role in adve... more This article seeks to uncover the complexities of the creative director's leadership role in advertising agencies. The authors based their work on data received from six agencies and 43 interviews conducted at those participating agencies. Findings suggest successful creative directors combine expertise in creativity, strategy, and interpersonal communication to motivate and mentor co-workers, oversee brand identities, serve as liaisons between creative people and other agency departments and clients, and shape the creative vision of the agency. 340 JOURNAL OF ADVERTISING RESEARCH September 2013 THE FIrE STArTEr AND THE BrAND STEWArD Creative people in advertising agencies traditionally begin their careers in one of two functional positions: copywriter or art director. With time and success, they are awarded increased responsibility for orchestrating the work on certain agency accounts and a range of CD titles, beginning with "associate creative director." CDs rise through the ranks with greater responsibility-managing larger accounts and more creative teams and overseeing the agency's finished product (Robbs and Morrison, 2009).

Research paper thumbnail of Measuring the organisational impact on creativity: the creative code intensity scale

International Journal of Advertising, 2012

Research paper thumbnail of The construction of gender and creativity in advertising creative departments

Gender in Management: An International Journal, 2012

ABSTRACT

Research paper thumbnail of What's in a Number? Minority Status and Implications for Creative Professionals

Creativity Research Journal, 2011

Although women represent a large percentage of Bachelor's degrees earned, they are underrepresent... more Although women represent a large percentage of Bachelor's degrees earned, they are underrepresented in many fields of applied creative services. Utilizing the theories of proportional representation, regulatory focus, and regulatory fit, an experiment explored the relationship between demographic underrepresentation and creativity. Findings suggest that creativity is affected by proportional representation and regulatory fit. In a categorization task, a feeling of regulatory fit led to more inclusive, creative categorization than those experiencing regulatory mismatch. Further, in a creative brick uses task, majority status individuals generated more creative responses than minority status individuals. The findings suggest proportional representation and regulatory fit are two environmental factors that can have an impact on creative output for individuals working in fields of applied creative services.

Research paper thumbnail of Will Changing Media Change the World? An Exploratory Investigation of the Impact of Digital Advertising on Opportunities for Creative Women

Http Dx Doi Org 10 1080 15252019 2011 10722183, Jul 1, 2013

Digital media has profoundly affected the advertising industry as new channels supplant tradition... more Digital media has profoundly affected the advertising industry as new channels supplant traditional media and Internet advertising moves beyond rudimentary display ads to the likes of viral video and social networking. Despite research into new creative products, few studies have investigated potential changes in creative work processes as new players nudge out traditional agencies and traditional agencies struggle to reinvent themselves. This study explores how digital media might affect the creative careers of women, who were constrained by the organizational structure dominant in the twentieth century. The findings, from interviews with 27 advertising and marketing communication practitioners, suggest that digital agencies develop their work differently than traditional advertising agencies and that the nature of digital work requires more diverse and specialized project teams. This shift has increased collaboration among creative personnel and led to a more positive workplace experience for women.

Research paper thumbnail of Lost in Space: Advertising agency employees’ perceptions of work space

Research paper thumbnail of Does the Creative Boys’ Club Begin in the Classroom?

Research paper thumbnail of The Influence of Self-Construal and Materialism on Social Media Intensity: A Study of China and the United States

International Journal of Advertising

Research paper thumbnail of Soft Skills: The Difference Between Leading and Leaving the Advertising Industry

Research paper thumbnail of How being female impacts learning and career growth in advertising creative departments

Employee Relations, 2015

ABSTRACT

Research paper thumbnail of Confined Creativity: The Influence of Creative Code Intensity on Risk Taking in Advertising Agencies

Journal of Current Issues & Research in Advertising, 2014

ABSTRACT Risk is inherent in the creative process of advertising. The research reported in this a... more ABSTRACT Risk is inherent in the creative process of advertising. The research reported in this article examined how employee risk taking was influenced by creative code intensity, which consists of strongly shared values about what represents great creative work. Interviews with creative practitioners provided insight into the role of risk in advertising. A survey of U.S. agency creatives revealed that agencies with an intense creative code, or strongly shared values, also were likely to have strong risk-taking tendencies. Results suggest agency managers wishing to foster a risk-taking environment can benefit from an articulated creative identity and clear communication about the type of creative work the agency strives to produce.

Research paper thumbnail of The Creative Code: A moderator of divergent thinking in the development of marketing communications

Journal of Marketing Communications, 2013

Research paper thumbnail of Will Changing Media Change the World? An Exploratory Investigation of the Impact of Digital Advertising on Opportunities for Creative Women

Journal of Interactive Advertising, 2011

Digital media has profoundly affected the advertising industry as new channels supplant tradition... more Digital media has profoundly affected the advertising industry as new channels supplant traditional media and Internet advertising moves beyond rudimentary display ads to the likes of viral video and social networking. Despite research into new creative products, few studies have investigated potential changes in creative work processes as new players nudge out traditional agencies and traditional agencies struggle to reinvent themselves. This study explores how digital media might affect the creative careers of women, who were constrained by the organizational structure dominant in the twentieth century. The findings, from interviews with 27 advertising and marketing communication practitioners, suggest that digital agencies develop their work differently than traditional advertising agencies and that the nature of digital work requires more diverse and specialized project teams. This shift has increased collaboration among creative personnel and led to a more positive workplace experience for women.

Research paper thumbnail of The Fire Starter and the Brand Steward: An Examination of Successful Leadership Traits for the Advertising-Agency Creative Director

Journal of Advertising Research, 2014

This article seeks to uncover the complexities of the creative director's leadership role in adve... more This article seeks to uncover the complexities of the creative director's leadership role in advertising agencies. The authors based their work on data received from six agencies and 43 interviews conducted at those participating agencies. Findings suggest successful creative directors combine expertise in creativity, strategy, and interpersonal communication to motivate and mentor co-workers, oversee brand identities, serve as liaisons between creative people and other agency departments and clients, and shape the creative vision of the agency. 340 JOURNAL OF ADVERTISING RESEARCH September 2013 THE FIrE STArTEr AND THE BrAND STEWArD Creative people in advertising agencies traditionally begin their careers in one of two functional positions: copywriter or art director. With time and success, they are awarded increased responsibility for orchestrating the work on certain agency accounts and a range of CD titles, beginning with "associate creative director." CDs rise through the ranks with greater responsibility-managing larger accounts and more creative teams and overseeing the agency's finished product (Robbs and Morrison, 2009).

Research paper thumbnail of Measuring the organisational impact on creativity: the creative code intensity scale

International Journal of Advertising, 2012

Research paper thumbnail of The construction of gender and creativity in advertising creative departments

Gender in Management: An International Journal, 2012

ABSTRACT

Research paper thumbnail of What's in a Number? Minority Status and Implications for Creative Professionals

Creativity Research Journal, 2011

Although women represent a large percentage of Bachelor's degrees earned, they are underrepresent... more Although women represent a large percentage of Bachelor's degrees earned, they are underrepresented in many fields of applied creative services. Utilizing the theories of proportional representation, regulatory focus, and regulatory fit, an experiment explored the relationship between demographic underrepresentation and creativity. Findings suggest that creativity is affected by proportional representation and regulatory fit. In a categorization task, a feeling of regulatory fit led to more inclusive, creative categorization than those experiencing regulatory mismatch. Further, in a creative brick uses task, majority status individuals generated more creative responses than minority status individuals. The findings suggest proportional representation and regulatory fit are two environmental factors that can have an impact on creative output for individuals working in fields of applied creative services.