Ad industry looks to upskill creatives

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 05, 2021, 5:35 PM GMT+0

With the heightened pressure to quantify creativity, brands and agencies now prioritise upskilling their creative workforce.

The ad industry is increasingly under pressure to prove that creativity performs. According to a Cannes Lions survey, 35% of the respondents find it “extremely challenging” to prove creative work effectiveness. Similarly, 61% of the surveyed professionals find it challenging to establish the long-term impact of their campaigns.

About 28% of brand leaders opined that the heightened pressure to prove the effectiveness of creativity has, in turn, led to more scrutiny around the work produced. As a result, 80% of the respondents prioritise upskilling the creative workforce to develop ideas that master both creative briefs and business goals.

 57% of marketers claim to have focussed on new consumer habits as the purpose of their creatives over past last year. On the other hand, creative agencies focus on “brand messaging, tone and creative expression.”

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