...Mario D'Arco; Orlando Troisi; Gennaro Maione Purpose This study examines how generative artificial intelligence reshapes creative work in advertising agencies and considers its implications for professional capability development and continuous improvement. Attention centers on everyday routines...

...B.C. Ghosh; Mak Tzi Ling The advertising industry in Singapore faces an acutely competitive environment which demands a high level of service from agencies with total quality management (TQM) as the perspective. Mere excellence in creativity with its high focus on product, rather than the market...