Date & Time: 25 April 2024 3pm MYT
Venue: ASEM Room, Asia-Europe Institute, Universiti Malaya (hybrid)
Speaker: Dr. Mark Kilgour, Senior Lecturer, School of Management and Marketing Operations, University of Waikato, New Zealand
Topic: Who Needs Highly Creative Advertising? A Journey of Understanding of Creativity in Advertising
Moderator: Amran Ahmad, AEI PhD candidate
Over 20 years of research on advertising practitioners has led to numerous insights into the Creative Thinking Process, delineating what works and what does not. This presentation will emphasize the latest publication, which examined the moderating influence of brand familiarity on the effects of Advertising Creativity. It will provide a succinct overview of the research findings and their implications.
Over the past three decades, Dr. Mark Kilgour has worked extensively throughout South-East Asia and Australasia in various private consultancy and academic roles. His research focuses on Creative Thinking Processes, Social Media Marketing, and Content Creation. His publications have appeared 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 contributed chapters to The Cambridge Handbook of Creativity Across Domains and is recognized as one of the most published researchers in the field of Advertising Creativity. Recently, he received the Douglas C. West Best Creativity Paper Award 2023 and was a runner-up for the Journal of Advertising Research Best Paper Award 2023. Mark previously served as the chairperson for the Department of Marketing at the University of Waikato.
Last Update: 22/04/2024