Telework outcomes in marketing and communication agencies through the lens of creative directors and executives

Mustafai, Ana Marija (avtor), Podnar, Klement (avtor)

Purpose – This study explores how creative directors and other executives in marketing and communication agencies perceive the outcomes of telework. Design/methodology/approach – For this study, semi-structured interviews were conducted with 18 creative directors, managing directors and project managers of marketing and communication agencies in Slovenia. The data were analyzed using thematic analysis, with coding carried out in MAXQDA to identify and refine key themes. Findings – Teleworking offers flexibility, autonomy, work–life balance, higher productivity and job satisfaction. However, it can lead to work–life conflict, social isolation, communication problems and difficulties in knowledge sharing. The study also shows that while teleworking allows focus on creative tasks, face-to-face collaboration is essential for spontaneous idea generation. Practical implications – The study offers valuable insights for managers and organizations implementing telework policies, emphasizing the need for balancing telework with opportunities for in-person collaboration. Originality/value – This study contributes original insights by focusing on the specific experiences of creative directors in marketing agencies and by highlighting nuances of the impact of teleworking on creativity, collaboration and management challenges, areas that have been less explored in the existing literature.

• Jezik: Angleški jezik
• Ključne besede: telework, marketing and communication agencies, creative directors, managers, creativity, telework advantages, telework disadvantages
• Vrsta gradiva: Članek v reviji
• Tipologija: 1.01 - Izvirni znanstveni članek
• Organizacija: FDV - Fakulteta za družbene vede
• Status publikacije: Objavljeno
• Različica publikacije: Objavljena publikacija
• Leto izida: 2026
• Št. strani: Str. 556-570
• Številčenje: Vol. 31, no. 4
• PID: 20.500.12556/RUL-174194
• UDK: 331.103:659.113
• ISSN pri članku: 1356-3289
• DOI: 10.1108/CCIJ-09-2024-0176
• COBISS.SI-ID: 249236227
• Datum objave v RUL: 30.09.2025

Gradivo je del revije

• Naslov: Corporate communications
• Skrajšan naslov: Corp. commun.
• Založnik: Emerald
• ISSN: 1356-3289
• COBISS.SI-ID: 13174823

Licence

• Licenca: CC BY 4.0, Creative Commons Priznanje avtorstva 4.0 Mednarodna
• Povezava: http://creativecommons.org/licenses/by/4.0/deed.sl
• Opis: To je standardna licenca Creative Commons, ki daje uporabnikom največ možnosti za nadaljnjo uporabo dela, pri čemer morajo navesti avtorja.

Sekundarni jezik

• Jezik: Slovenski jezik
• Ključne besede: delo na daljavo, tržno komuniciranje

Projekti

• Financer: ARIS - Javna agencija za znanstvenoraziskovalno in inovacijsko dejavnost Republike Slovenije
• Program financ.: Young researchers