Female leadership in advertising creativity

Clara Montes, David Roca

Research output: Contribution to journalArticleResearchpeer-review

4 Citations (Scopus)

Abstract

This research studies female creative directors in advertising as leaders. It focuses on their presence in the creative departments rather than in the causes of their absence. We interviewed six Spanish female creative directors, who managed to reach and stay in that department. The paper reveals how they understand, execute, self-perceive and project their leadership, and how they perceive that their employees value them. The results show that these women fit in the definition of a leader -vs. a manager-proposed by the literature. Their leadership can be framed within the effective, creative, transformational and democratic style that nowadays identifies the ideal leadership.
Original languageEnglish
Pages (from-to)113-131
JournalCuadernos.info
Issue number39
DOIs
Publication statusPublished - 1 Dec 2016

Keywords

  • Advertising agency
  • Creativity
  • Gender
  • Leadership
  • Woman

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