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Business value …but PR firms Creativity in PR, a Global Study 2013

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Business value
…but PR firms still struggle to prove their creative worth

Are you happy with the
creative capabilities of
your agency?
Yes, Consistently

17.8%
50.4%

Yes, sporadically

No, its a constant challenge

Not at all 3.1%

28.7%

Despite the obvious importance of creativity, PR firms
continue to underwhelm
when clients actually rate
the creative capabilities.
Just 18 percent are consistently happy with PR agency
creativity, a marginal
increase on 2012. Half are
sporadically satisfied, while
more than a quarter (29%),
believe it is a constant challenge. In total, 32% of clients are not happy with
their firm’s creativity capabilities, representing a worrying increase on last year’s
proportion (23%).

Client
view
Creativity is not only critical to
selling in ideas to clients and
helping prove the value of PR and
its efficiency versus other channels,
but ultimately what it will take to
break through the clutter and get
the attention of consumers in an
increasingly more competitive
marketplace.To me the solution to
getting agencies to deliver more
creative thinking is to remind and
reinforce that there is always
money for a good idea. I encourage my agencies to be reactive
and proactive – if you believe in
something or see an opportunity,
don’t wait for us to brief you, be
proactive and bring new thinking to
the table throughout the year in an
opportunistic fashion. Even if we
don’t execute the program or idea,
many times you still get credit for
the thinking, which ultimately helps
generate additional trust in you as
partners and in the PR channel.
Heather Mitchell, head of global PR and
social media, Unilever haircare

5 | creativity.holmesreport.com

Publié dans : Business, Technologie
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