Creativity Training: Developing the Agency‐Client Creative Interface

Creative role‐reversal training is demonstrated to be a powerful instrument for improving the creative and creative‐related effectiveness of product managers and agency account managers. Beneficial results appear to have been maintained into the longer term, with greater confidence and professional compatibility achieved with the agency creative development. The Learning Style Inventory developed by Kolb and Fry was used to evaluate participants' learning styles, and Behaviourally Anchored Rating Scales were used to measure effective‐ineffective course performance.