4/2024 SBS Research Seminar Series: Who Needs Highly Creative Advertising? A Journey of Understanding of Creativity in Advertising

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Time: 10:00 amUC-6-8, Level 6, Sunway UniversitySunway Business School


The Sunway Business School, Sunway University proudly organizes the 3/2024 Research Seminar Series presented by Dr Mark Kilgour, School of Management and Marketing Operations, University of Waikato, New Zealand, which will be held on Wednesday, 24 April 2024 at 10.00 am at UC-6-8, Sunway University Building, Level 6.


Speaker’s Profile

Over the past three decades Mark has worked extensively throughout South-East Asia and Australasia in both private consultancy and academic positions. His main areas of research are in the areas of Creative Thinking Processes, Social Media Marketing, and Content Creation. He has published in leading journals including the Journal of the Academy of Marketing Science, the Journal of Advertising, the Journal of Advertising Research, and the Creativity Research Journal. He has been invited to submit chapters to The Cambridge Handbook of Creativity Across Dimains, and The Encyclopedia of Creativity 3rd Ed. He is currently the 3rd most published researcher in the area of Advertising Creativity and has recently recieved the Douglas C. West, Best Creativity Paper Award 2023, and the Journal of Advertising Research Best Paper Runner-up Award 2023. He is the former Chairperson of the Department of Marketing at the University of Waikato.



Presentation Title : Who Needs Highly Creative Advertising?  A Journey of Understanding of Creativity in Advertising

Over 20 years of research on Advertising practitioners has lead to many insights into the Creative Thinking Process and what works and what does not. With an emphasis on our latest publication, that looked at the moderating influence of brand familiarity on the effects of Advertising Creativity, this presentation will provide a succinct overview of our research findings and their implications.

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Please do not hesitate to contact Ms Loke Bee Khum should you have any queries.


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