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Ideas & Quality “Really depends Creativity in PR, a Global Study 2013

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Ideas & Quality

“Really depends on the
sector. However, when I look
at ‘award-winning’ campaigns — they all seems to
recycle the same ideas over
and over.” In-house, US

2.4%
4.7
%

“Good but needs to get
much better - more interconnected and bolder.”
Agency, France

Clients: how would you
describe the quality of
creativity in the PR industry?
47.2%

Significantly, clients have a
considerably more jaundiced view of creative quality than their agency brethren. Just 39% describe it as
inspirational or good, while
more than 60 percent see it
as ordinary or worse. Once
again, it appears that agencies are falling down in their
quest to prove to clients
that they have the necessary creative credentials for
today’s engagement environment.

34

.6%

“In our region (MENA) clients
like the idea of creativity but
in the end refuse to allow
agencies to do anything creative. This is because, in
most cases, in-house corp
comms people have less
experience and far less imagination. PR for global brands
is very often generated in
Europe, North America or the
Far East and issued in a
command and control fashion.” Agency, Qatar.

.0%
1

1

poor
Inspirational
Unsatisfactory
Good
ordinary
11 | creativity.holmesreport.com

Publié dans : Business, Technologie
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