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Introduction Creativity in PR | Creativity in PR, a Global Study 2013

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Introduction Creativity in PR | A Global Study
Creativity. Of all the buzzwords that
litter the marketing communications
industry, this one is more elusive than
most. Even as persistent overuse and
empty application conspire to rob it
of all meaning, the transformative
impact of genuine business creativity
has never been more important.
Hence, the report you are reading
now. One year ago the Holmes
Report and Now Go Create, in conjunction with Ketchum, set out to
explore whether the public relations
industry is truly creative enough to
meet the demands of the 21st century. A world where citizens and activists can see easily see through spin
and understand the true character of
an organization, where earning attention, respect and, crucially, trust,
requires ideas, innovation and courage.
Last year’s report revealed an ambivalent view of creative quality in the
industry. 95 percent of respondents,
however, cited it as a key skill, with
89 percent describing themselves as
creative. If nothing else, the result
confirmed a disconnect between
perception and reality, one that the
industry must bridge if it hopes to
assume a more central brand-building role.
The second edition of the Creativity
in PR study again brings considerable insight into these critical questions. The report polled 600 people
from more than 35 countries across
the world, helping us once again
uncover some fascinating findings

about the state of creativity in PR.
Respondents came from agency and
in-house, and from a range of industries and sectors.
They answered a variety of questions
during the three months the study
ran during the summer of 2013,
encompassing attitudes towards
creativity; tools and skills; opportunities and challenges; and suggestions
and advice. We are very glad to bring
you the second edition of this landmark study, particularly after the
remarkable support the first effort
received. As always, we appreciate
your time, thoughts and feedback.

www.holmesreport.com
www.holmesreport.com

Arun Sudhaman
Editor | Holmes Report

One of the key reasons for co-authoring the Creativity in PR study is to
understand what this much-bandied
about word means and how it translates into real-world outcomes. To wit
my favourite Ogilvyism: “If it doesn’t
sell, it isn’t creative.”
In at the PR industry sharp-end for
over 20 years I had to be creative
daily to win and maintain clients. The
question I'm now most regularly
asked is "How do you build a creative
culture?” Depending on the problem,
workload, deadlines and people, the
same team can deliver inspirational
creative work one day, and really
mediocre work the next. I’m
obsessed with the variables that drive
a creative business. This year’s Creativity in PR study shows that:
The PR industry overall is self-critical
with 60% saying the industry lacks
big ideas. Creativity in PR is fundamental to everyone but clients want
better creative quality – only 18% of
clients are consistently happy with
their agency’s creativity. Budget has
overtaken time this year as the key
barrier to creativity. In 2012 the use of
technology was identified as largely
absent as a way to drive creativity
and this continues as a trend in 2013.
Creative infrastructure investment is
relatively low - almost 90% of businesses allocate less than 10% of
their budget on creativity – often far
less. The hundreds of anecdotal
comments show some old-school
attitudes that pervade around creativity; that it’s the purview of a chosen

few, that process is anathema and
that unstructured group brainstorms
will cut it when it comes to answering
a brief. There’s a simmering frustration running through the survey
responses – we’re as good as any
other part of the marketing mix – why
are we not recognized for our creative
chops?
In-house teams face different creative
challenges from agencies – often
small teams, repetitive problems,
corporate risk-aversion, multiple
internal stakeholders to sell ideas to.
A senior client bemoaned the only
time they get the creative work they
want from their PR agencies is when
they competitively pitch the work.
I collaborate with talented agency
PR’s and big thinkers in all sectors,
whose creativity is hamstrung. As
Matisse famously said: ‘creativity
takes courage’. We need the collective confidence in our creative abilities (like our ad agency brethren) to
ask for better briefs, more face time,
better insight, more time! Then and
only then will be the creative divide
between what clients want and what
agencies can deliver be bridged.

www.nowgocreate.co.uk
www.nowgocreate.co.uk
www.nowgocreate.co.uk

Claire Bridges
Founder | NowGoCreate

2 | creativity.holmesreport.com

Publié dans : Business, Technologie
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