Boredom in the creative studio (2023)
Journal Article
Vafeas, M. (in press). Boredom in the creative studio. Journal of Advertising, https://doi.org/10.1080/00913367.2023.2173683

Despite its high incidence in the workplace, boredom is yet to be examined in the context of the creative studio. This concern is particularly pertinent because creative personality types are reported to be more boredom prone than others and because,... Read More about Boredom in the creative studio.

Happiness and co-creation of value: Playing the blues (2021)
Journal Article
Hughes, T., & Vafeas, M. (2021). Happiness and co-creation of value: Playing the blues. Marketing Theory, 21(4), 579-589. https://doi.org/10.1177/14705931211032255

Little has been written about co-creational aspects of happiness. Happiness is generally treated in the marketing literature as an individual outcome of exchange. However, the notion of value in exchange has been challenged by service-dominant (S-D)... Read More about Happiness and co-creation of value: Playing the blues.

Client-agency briefing: Using paradox theory to overcome challenges associated with client resource deployment (2021)
Journal Article
Vafeas, M. (2021). Client-agency briefing: Using paradox theory to overcome challenges associated with client resource deployment. Journal of Advertising, 50(3), 299-308. https://doi.org/10.1080/00913367.2020.1852454

Agencies depend on client resources to fulfil their value proposition. An inadequate quantity or quality of client resources can negatively influence agency output. Advertising literature reports that agencies are frequently frustrated with deficienc... Read More about Client-agency briefing: Using paradox theory to overcome challenges associated with client resource deployment.

Resource integration: Adopting a paradox perspective to inform the management of tensions in customer resource allocation (2020)
Journal Article
Vafeas, M., & Hughes, T. (2020). Resource integration: Adopting a paradox perspective to inform the management of tensions in customer resource allocation. Industrial Marketing Management, 91, 596-609. https://doi.org/10.1016/j.indmarman.2020.03.014

Service-dominant logic maintains that value is created collaboratively through a process of resource integration. Knowledge-intensive business services, the context for this study, are heavily dependent on customer resources for the fulfilment of the... Read More about Resource integration: Adopting a paradox perspective to inform the management of tensions in customer resource allocation.

Marketing Agency/Client Service-For-Service Provision in an Age of Digital Transformation (2019)
Journal Article
Hughes, T., & Vafeas, M. (2019). Marketing Agency/Client Service-For-Service Provision in an Age of Digital Transformation. Journal of Business to Business Marketing, https://doi.org/10.1080/1051712X.2019.1611080

© 2019, © 2019 Taylor & Francis Group, LLC. Purpose: To explore changes in agency/client value co-creation, at a time when digital transformation is having a major impact on the marketing communications process. The theoretical framework of the res... Read More about Marketing Agency/Client Service-For-Service Provision in an Age of Digital Transformation.

Drivers of client loyalty in the context of market and technological transformation (2018)
Conference Proceeding
Vafeas, M., Hughes, T., & Little, E. (2018). Drivers of client loyalty in the context of market and technological transformation.

This study investigates the drivers of loyalty in the context of market and technological transformation. The focus is the client–marketing agency relationship. In an era of greater competitive intensity, greater pressure to demonstrate a return on i... Read More about Drivers of client loyalty in the context of market and technological transformation.

Resource integration for co-creation between marketing agencies and clients (2018)
Journal Article
Hughes, T., Vafeas, M., & Hilton, T. (2018). Resource integration for co-creation between marketing agencies and clients. European Journal of Marketing, 52(5-6), 1329-1354. https://doi.org/10.1108/EJM-10-2015-0725

© 2018, Emerald Publishing Limited. Purpose: Resource integration is a central idea within service-dominant logic (S-D logic), but there has been little scholarly research on this aspect of theory. This paper aims to explore resource integration betw... Read More about Resource integration for co-creation between marketing agencies and clients.

Service-dominant logic as a framework for exploring research utilization (2018)
Journal Article
Hughes, T., & Vafeas, M. (2018). Service-dominant logic as a framework for exploring research utilization. Marketing Theory, 18(4), 451-472. https://doi.org/10.1177/1470593118764019

© The Author(s) 2018. This article links service-dominant (S-D) logic to the call for better theoretical frameworks to understand research utilization in business and management. It contributes to explaining what happens in cocreating knowledge betwe... Read More about Service-dominant logic as a framework for exploring research utilization.

Agencies and Clients – a very special relationship 1 (2014)
Presentation / Conference
Hughes, T., & Vafeas, M. (2014, July). Agencies and Clients – a very special relationship 1

Findings from Hughes and Vafeas first stage of research on marketing agencies and clients.

Clients and agencies: Getting the most out of the relationship
Presentation / Conference
Hughes, T., & Vafeas, M. Clients and agencies: Getting the most out of the relationship. Presented at Professional Marketers Association meeting, BDO, Bridgwater House, Bristol, England

Presentation of research to the Professional Marketers Association members.

Is the traditional agency model dead?
Presentation / Conference
Hughes, T., & Vafeas, M. Is the traditional agency model dead?. Presented at DMA Workshop, Bray Leino Yucca, Bristol, England

Presentation of research to Direct Marketing Association members.

Winning client commitment
Presentation / Conference
Hughes, T., & Vafeas, M. Winning client commitment. Presented at Design Business Association Meeting, Kingston Smith LLP, London, England

Presentation of research to Design Business Association members.

Getting the most out of your agency
Presentation / Conference
Hughes, T., & Vafeas, M. Getting the most out of your agency. Presented at Bristol Media and Business West Breakfast Meeting, V Shed, Bristol, England

Presentation and discussion of research to practitioners from Bristol Media and Business West.

Client—agency relationships: Winning client commitment
Presentation / Conference
Hughes, T., & Vafeas, M. Client—agency relationships: Winning client commitment. Presented at Bristol Media Workshop, Paintworks, Bristol, England

Presentation and workshop with Bristol Media practitioners

Client/agency relationships: Value creation or value destruction
Presentation / Conference
Hughes, T., & Vafeas, M. Client/agency relationships: Value creation or value destruction. Presented at Bristol Media Conference, Osborne Clarke, Bristol, England

Presentation at Bristol Media's annual conference

Agencies and clients – a very special relationship 3
Presentation / Conference
Hughes, T., & Vafeas, M. Agencies and clients – a very special relationship 3

Presentation and workshop with agency and client practitioners. The last in a series.

Clients and agencies: Getting the most out of the relationship
Presentation / Conference
Hughes, T., & Vafeas, M. Clients and agencies: Getting the most out of the relationship. Presented at Bath & Bristol Marketing Network, Bath and Country Club, Bath, England

Presentation of research findings to practitioners in Bath.

Agencies and clients – a very special relationship 2
Presentation / Conference
Hughes, T., & Vafeas, M. Agencies and clients – a very special relationship 2

Presentation of research findings to client practitioners and workshop on implications.

Client—agency relationships: Digital transformation. New models, new and old problems
Presentation / Conference
Hughes, T., & Vafeas, M. Client—agency relationships: Digital transformation. New models, new and old problems. Presented at Bristol Business School Workshop, Bristol Business School UWE, Bristol, England

Presentation of research findings to practitioners and discussion of implications.