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Barriers pro-actively coming up with Creativity in PR, a Global Study 2013

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Publié le

Barriers
pro-actively coming up with
creative ideas and presenting
them to clients. We are just
as creative as ad folks, we
just need to assert that fact.
This is especially true as the
lines become more blurred
between "advertising" and
"PR." Agency, US

“Creativity is particularly lacking in PR agencies in Asia
Pacific: many agencies are
stuck in the 90s bringing
cobbled-together, recycled
PPT with hollow ideas to
client meetings/pitches. This
is an agency management
issue: creativity and new
thinking is not taken seriously, invested in and rewarded.”
Agency, China

“PR agencies are not structured to provide creativity as
a service. To do that, you
need a creative team that is
paid solely to think and
create. Not account teams

who like to think they are
creative, but spend the majority of their time managing
projects and clients. Until PR
agencies shape themselves
more like creative agencies,
they won't be creative.”
Agency, UK

Improving the use of insight
is cited most often (33%)
as a catalyst for greater
creativity compared to
‘more time’ in 2012. Also
rising in importance is the
ability to take more risks
(32%). Resourcing —
budget and time — continue to be seen as areas ripe
for improvement, as is a
better knowledge of creative tools. Significantly, options such as hiring a planner, hiring a creative director or ‘more fun’ garnered
relatively little support.

If you could only do three things to improve your own or
your company’s creative capabilities what would they be?
33.2%

Improve use of Insight

32.4%

Ability to take more risks

30.4%

More Budget

28.8%

More knowledge of creative tools
More time

24.6%

Educate clients

24.3%

More external stimulus

17.9%

Clearer client briefs

17.9%

More rewards for being creative 17.3%
More training

15.6%

All other Responses 11.1%
16 | creativity.holmesreport.com

Publié dans : Business, Technologie
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