Combined Analytic Hierarchy Process with Grey Relational Grade to Establish a Selection Model for Creative Directors in Advertising Agencies

Pi-Fang Hsu ； Ting-Ying Hsu

《International Journal of Uncertainty and Innovation Research》 3卷3期 (2021/12) Pp. 189-204

摘要

The paper establishes an objective and cardinal selection model to find the optimal creative director from the perspective of advertising agencies. First, the proposed model adopts the modified Delphi method to identify suitable criteria for selecting creative directors in advertising agencies. Next, the model uses Analytic Hierarchy Process to determine the relative weights of the criteria. Finally, the model applies the Grey Relational Grade to rank the alternatives and select the optimal creative director for advertising agencies. The results indicate that advertising agencies rank criteria in terms of importance as follows: Professional competence, Innovative thinking, Personality traits, and Performance management. Additionally, a famous 4A advertising agency based in Beijing, China is used as an example to prove how a creative director is selected by applying the new approach model. The model not only can help advertising agencies to effectively select the right creative director, but also can provide a reference basis for the development of creative talents for marketing.

關鍵字

Advertising agency ； Creative directors ； Modified Delphi method ； Analytic hierarchy process ； Grey relational grade