Training to Lead in an Era of Change: Insights From Ad Agency Leaders

Abstract

This study examines leadership training in advertising. Interviews with U.S.-based agency professionals revealed the lack of a systematic approach to leadership development. There was a consensus among professionals that training (whether formal or informal) is needed. Despite need and benefits of establishing leadership training programs in agencies, participants acknowledged barriers to doing so. The study also finds a role for advertising education to train the next generation of advertising leaders.

Keywords

leadership advertising agencies advertising education qualitative

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