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Techniques & Tools Assessment Results Creativity in PR, a Global Study 2013

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Techniques & Tools
Assessment
Results are very similar to
2012, with mainly subjective
measures being used to
assess ideas; personal experience leading (45%),
closely followed by SWOT
analysis. 25% (slightly less
than last year) say they are
not using any particular process.

How do you assess your own
or your agency’s creative
ideas?
Personal experience

44.6%

SWOT
“The best yardstick of creativity is in the approval of a
client and the execution generating the desired behaviour
in the target audience. All
else is cosmetic show and
tell.” Agency, India

32.8%

Work as part of intergrated agency team who input
We don’t use any particular process

www.ketchum.com
www.ketchum.com
www.ketchum.com

19.0%

Risk-assessment
Creative director decision 13.3%
Voting

25.8%
23.8%

Comparison analysis

32.1%

7.8%

6 thinking hats 1.8%

“We truly believe in breaking down
geographic and mental boundaries to
produce a steadier flow of brilliant
ideas that break through. We reject
boundaries of city, state, country or
continent by sourcing ideas through
our collaborative global networks
within and outside our agency. We
also reject boundaries of bias, fear,
parochial thinking and time by trying
to engage clients as often as possible
in our creative process, and advocating persuasively for ideas that take
chances.”
Karen Strauss, Chief Strategy and Creativity
Director
32 | creativity.holmesreport.com

Publié dans : Business, Technologie
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