Dr Huw O'Connor

Senior Lecturer in Marketing - Tauranga campus

Qualifications: PhD; PGDipMktg(Dist); BMS; IPAEffTest

Contact Details

About Huw

Refereed Journal Articles:

Kilgour, Koslow, and O’Connor. (2019) Why the rejection: Understanding actor-observer differences in assessments of creative ideas. Journal of Advertising Research.  July.

Larke, Kilgour, and O’Connor. (2018).  Build the touchpoints and they will come: Understanding the future of omnichannel retailing: A conceptual model for assisting multiple complex decision processes.  International Journal of Physical Distribution and Logistics Management, 48, 4: 465-483.

O'Connor, H; Kilgour, M; Koslow, S; Sasser, S (2017), Drivers of creativity within advertising agencies: How structural configuration can affect and improve creative development, Journal of Advertising Research.

O'Connor, H; Koslow, S; Kilgour, M; Sasser, S (2016), Do marketing clients really get the advertising they deserve? The trade-off between strategy and originality in Australian and New Zealand agencies, Journal of Advertising, 45 (1) : 147-155.

Conferences:

O’Connor, Koslow, and Kilgour (2019) Advertising creatives at work: How dialogue processes influence originality and strategy. Paper presented at the 18^th International Conference on Research in Advertising (ICORIA), European Advertising Academy, Krems, Austria.  27 - 29 June.

O’Connor, Koslow, Kilgour’ and Sasser (2018) Absorptive capacity in creative advertising development.  Paper presented at the 17^th International Conference on Research in Advertising (ICORIA), European Advertising Academy, Valencia, Spain.  21 - 24 June.

Koslow, O’Connor, Kilgour, and Sasser (2018) Client-Agency collaboration in new account pitches, pay-for-performance systems, and pro-bono work: Ad-ventures with a double-edged sword of Agency Theory.  Paper presented at the 17^th International Conference on Research in Advertising (ICORIA), European Advertising Academy, Valencia, Spain.  21 - 24 June.

Koslow, Sasser, and O’Connor (2017) Co-creation or Agency Theory in marketer-ad agency relationships: Do competitive account reviews or performance-based compensation systems work.  Paper presented at the 39^th Annual ISMS Marketing Science Conference, USC, Los Angeles.  7 – 10 June.

O’Connor, Kilgour, Koslow, and Sasser (2017) A governance framework for advertising output.  Paper presented at the 16^th International Conference on Research in Advertising (ICORIA), European Advertising Academy, Ghent, Belgium.  29 June -1 July.

O'Connor, H; Kilgour, M; Koslow, S; Sasser, S (2016), Structural drivers of creativity, ICORIA 2016, Ljubljana, 30 Jun 2016 - 2 Jul 2016, 0pgs.

Doctoral Thesis:
O'Connor, H (2016), Organising for advertising capacity: Differential effects of agency structure, absorptive capacity, and abrasion on originality and appropriateness.

All Recent Publications:

Kilgour, Koslow, and O’Connor. (2019) Why the rejection: Understanding actor-observer differences in assessments of creative ideas. Journal of Advertising Research.  July.

O’Connor, Koslow, and Kilgour (2019) Advertising creatives at work: How dialogue processes influence originality and strategy. Paper presented at the 18^th International Conference on Research in Advertising (ICORIA), European Advertising Academy, Krems, Austria.  27 - 29 June.

Larke, Kilgour, and O’Connor. (2018).  Build the touchpoints and they will come: Understanding the future of omnichannel retailing: A conceptual model for assisting multiple complex decision processes.  International Journal of Physical Distribution and Logistics Management, 48, 4: 465-483.

O’Connor, Koslow, Kilgour’ and Sasser (2018) Absorptive capacity in creative advertising development.  Paper presented at the 17^th International Conference on Research in Advertising (ICORIA), European Advertising Academy, Valencia, Spain.  21 - 24 June.

Koslow, O’Connor, Kilgour, and Sasser (2018) Client-Agency collaboration in new account pitches, pay-for-performance systems, and pro-bono work: Ad-ventures with a double-edged sword of Agency Theory.  Paper presented at the 17^th International Conference on Research in Advertising (ICORIA), European Advertising Academy, Valencia, Spain.  21 - 24 June.

O'Connor, H; Kilgour, M; Koslow, S; Sasser, S (2017), Drivers of creativity within advertising agencies: How structural configuration can affect and improve creative development, Journal of Advertising Research.

Koslow, Sasser, and O’Connor (2017) Co-creation or Agency Theory in marketer-ad agency relationships: Do competitive account reviews or performance-based compensation systems work.  Paper presented at the 39^th Annual ISMS Marketing Science Conference, USC, Los Angeles.  7 – 10 June.

O’Connor, Kilgour, Koslow, and Sasser (2017) A governance framework for advertising output.  Paper presented at the 16^th International Conference on Research in Advertising (ICORIA), European Advertising Academy, Ghent, Belgium.  29 June -1 July.

O'Connor, H; Koslow, S; Kilgour, M; Sasser, S (2016), Do marketing clients really get the advertising they deserve? The trade-off between strategy and originality in Australian and New Zealand agencies, Journal of Advertising, 45 (1) : 147-155.

O'Connor, H; Kilgour, M; Koslow, S; Sasser, S (2016), Structural drivers of creativity, ICORIA 2016, Ljubljana, 30 Jun 2016 - 2 Jul 2016, 0pgs.

O'Connor, H (2016), Organising for advertising capacity: Differential effects of agency structure, absorptive capacity, and abrasion on originality and appropriateness.

Research Supervised

Research Interests