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Creativity in pR | A Global Study 2013

In association with

Co-authored by
Introduction Creativity in PR | A Global Study
Creativity. Of all the buzzwords that
litter the marketing communications
i...
Contents
This year's survey results confirm our worst
suspicions; that even the campaigns winning creativity awards are no...
Business value
Creativity in PR is business-critical
This year’s headline finding reveals that creativity
is becoming an i...
Business value
…but PR firms still struggle to prove their creative worth

Are you happy with the
creative capabilities of...
Business value
Unsurprisingly, then, only
42% of clients are more
likely to approach their PR
agencies for big creative
id...
Business value
Where do PR firms rank?
In-house respondents were
asked to rank the creative
quality of their various
agenc...
Business value
Room for improvement

Clients: Which are the most
important areas in which your
PR firms need to improve th...
Business value
Assessment
The dissatisfaction is not all
one-way traffic. Disturbingly, agencies report an
increase in cli...
Ideas & Quality
The client-agency divide
extends to overall perceptions of quality and ideas in
the PR industry, demonstra...
Ideas & Quality

“Really depends on the
sector. However, when I look
at ‘award-winning’ campaigns — they all seems to
recy...
Stagnant Quality
Ideas &thinking?

Stagnant thinking?

Over the past 12 months, do you feel that the quality
of creativity...
Stagnant Quality
Ideas &thinking?

Again, clients are even less
convinced that quality is
improving; just 26% agree
with t...
Stagnant
Ideas &thinking?
Quality

Stagnant thinking?

The PR industry has been
criticised for lacking
‘big ideas’. Do you...
Barriers
Compared with last year,
lack of budget (54%) has
overtaken lack of time
(44%) as the biggest barrier
to creativi...
Barriers
pro-actively coming up with
creative ideas and presenting
them to clients. We are just
as creative as ad folks, w...
Drivers & definitions
In which areas are you seeing an
increasing need for creative
thinking and ideas?

Paid media 14.7%
...
Drivers & definitions
Getting paid
A new question in this
year’s survey addresses one
of the fundamental issues
that affec...
Drivers & definitions
Creativity is...

In your opinion,
what drives great PR work?
73.4%

Great storytelling
Insight & pl...
Talent & Investment
Creative director
Like last year, almost half of
all respondents think that a
dedicated creative direc...
Talent & Investment
Recruitment

“Avoid hiring all MBA's and
Ivy League grads - theses
people oversaw the great
recession....
Talent & Investment
Investment

Do you feel that your
business adequately
invests in creativity?
No
Yes
Not sure
48.0%

39...
Talent & Investment
Investment
Brainstorming is still the
most dominant activity to
support creativity (61%),
followed by ...
Talent & Investment
Investment
According to 70% of our
respondents, less than 5%
of overall budget is spent on
improving c...
Talent & Investment
Rewards
More than 50% of respondents do not think that their
creative ideas are properly
rewarded. Bri...
Talent & Investment
Rewards
The majority of businesses
(58%) reward creativity
within the annual performance review. More ...
Techniques & Tools
Confidence
Respondents were asked
how they would rate the
quality of creative thinking
and personnel wi...
Techniques & Tools
Top priority
Despite the ambivalence, it
is difficult to find anyone
who believes that creativity
is no...
Techniques & Tools
Brainstorming
66% of respondents have a
creative process in their
business, even if some of
the anecdot...
Techniques & Tools
Brainstorming

Do you use any of the
following techniques to
generate ideas?
Group brainstorming

84.9%...
Techniques & Tools
Brainstorming
Given the dominance of the
practice, we asked
respondents whether they
really feel that g...
Techniques & Tools
Assessment
Results are very similar to
2012, with mainly subjective
measures being used to
assess ideas...
Appendix
What is your definition of creativity in the context of PR?
Ability to experiment with the instruments, rather th...
Appendix
appeals people and to get changes in
society.
Capturing the attention of heavily
attention deficit audiences with...
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Business value Assessment The dissatisfaction Creativity in PR, a Global Study 2013

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Publié le

Business value
Assessment
The dissatisfaction is not all
one-way traffic. Disturbingly, agencies report an
increase in clients that
either have no set process
for assessing creativity or
do not assess it at all (41
percent vs 37 percent last
year). Once again, agency
creativity is most often assessed as part of client satisfaction (36.4%).

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

Agencies : Do clients
assess your creative
effort?

Yes

Yes, as
Somepart of times,
client but there
satis- is no set
faction process

17.6%
18.9%

No
6.5%
6.9%

Don’t
know
3.1%
4.8%

2012
2013

Co-creation between agency and
client will be the key driver for more
creativity in PR. There are communications experts sitting on both sides
– the agency and the client. A new
generation of clients won’t wait until
the creative agency team has baked
up an idea for presentation. They
want and should be part of the
ideation process to shape ideas from
the beginning.
Petra Sammer, Chief Creative Officer,
Ketchum Germany

29.9%

36.4%
41.6%

34.3%
9 | creativity.holmesreport.com

Publié dans : Business, Technologie
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