Nr. 1-2/2019 -4
STORYTELLING IN ADVERTISING AGENCIES – A QUALITATIVE RESEARCH
This paper approaches storytelling as a form of manifestation of organizational culture within marketing-advertising organizations, starting from a review of classical theories in the field of organizational culture in general, continuing with a theoretical picture of storytelling in organizations and advertising agencies as knowledge-based organizations. Subsequently, the paper will focus on a qualitative research using the interview technique to identify the storytelling specifics in marketing-advertising organizations and the differences that occur within this sector depending on agency size, source of capital, and the nature of their activity. Interviews were conducted with managers and employees from six companies, different from each other as a number of employees, as a source of capital and as an object of activity, for the purpose of a more objective analysis.
Keywords: storytelling, advertising agencies, organizational culture.