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Dr Huw O'Connor

Huw O'Connor

Senior Lecturer in Marketing - Tauranga campus

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


Contact Details

Email: huwo@waikato.ac.nz
Room: 4.03F, Tauranga campus
Phone: +64 7 262 0556

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 18th 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 17th 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 17th 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 39th 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 16th 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 18th 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 17th 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 17th 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 39th 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 16th 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

Recent Publications

  • O'Connor, H., Kilgour, M., & Koslow, S. (2019). Advertising creatives at work: How dialogue processes influence originality and strategy.. In ICORIA 2019. Krems, Austria.

  • Kilgour, M., Koslow, S., & O'Connor, H. (2019). Why do great creative ideas get rejected?. Journal of Advertising Research, online, 17 pages. doi:10.2501/jar-2019-028

  • O'Connor, H., Kilgour, M., & Koslow, S. (2018). Absorptive capacity in creative advertising development. In ICORIA 2018. Valencia, Spain.

  • Koslow, S., O'Connor, H., & Kilgour, M. (2018). Client-agency collaboration in new account pitches, pay-for-performance and pro bono work: The double edged sword of agency theory. In ICORIA 2018. Valencia, Spain.

Find more research publications by Huw O'Connor