Eureka! Institutional Repository

Nowadays when we are bombarded with more than 1,600 messages a day, it is of a great importance to advertising agencies to be more creative and to develop unique and creative advertising campaigns that will differ and come out from the messages clutter of the media. As such the nature of the work calls for creativity of the employees and creativity is of paramount importance to marketing and advertising agencies. Therefore a number of authors point to the importance of enhancing work creativity to enhance organizational performance. However creativity is connected to and influenced by a number of variables. In an attempt to understand the determinants of creativity this papers employs the methodology developed by Grant and Berry (2011). This paper tests the assumption that creativity is influenced by the intrinsic motivation of the employees. Furthermore the paper also hypothesizes that this connection is moderated by prosocial motivation. The model is tested using a sample of employees in marketing agencies in the Balkan countries. This paper will be of assistance to the marketing agencies and the science of marketing creativity, providing data which factors are having the biggest influence in the agency for creating better working conditions and better creative marketing agencies.