Communication Commons^™

Account Service And Creative Personnel: Interpersonal Conflict And Dialectical Tensions In Advertising Agencies, Ashley Phillips

Electronic Theses and Dissertations

Account service and creative personnel have oppositional perspectives and motivations that often lead to interpersonal conflicts while working together on client projects. The purpose of this study was to explore the nature of interpersonal conflicts in advertising agencies. The researcher used relational dialectics theory as a lens for analyzing the dialectical (i.e., oppositional) tensions experienced by account service and creative personnel as well as the praxis patterns (i.e., techniques) used to manage those tensions. After conducting in-depth interviews with five account service and five creative personnel (N = 10) from full service advertising agencies in the Midwest, an analysis revealed …