WORKERS WANT THEIR FIRMS TO BE MORE CREATIVE

Survey: Employees Say Companies Play It Too Safe With Creative Campaigns

MENLO PARK, Calif., Oct. 1, 2014 /PRNewswire/ -- Companies may think they're pushing the envelope when developing new advertising and marketing campaigns, but most of their creative employees would disagree, new research shows. Seven in 10 (71 percent) creative professionals surveyed by The Creative Group (TCG) and AIGA said their firms don't take enough creative risks with projects. More than one-quarter (28 percent) of respondents said they don't feel empowered by their managers to take creative risks.

Employees Say Companies Play It Too Safe With Creative Campaigns

 

The research is part of the Creative Team of the Future, a joint project between TCG and AIGA that explores key trends shaping the creative profession and how to prepare for challenges and opportunities ahead. It includes a survey of more than 750 creative professionals and insights from leaders in the creative industry.

Key Findings

  • While 28 percent of creative professionals feel their company takes the right amount of risks, a majority (71 percent) believes their firm plays it too safe.
  • Less than one-quarter (23 percent) of employees feel very empowered by their manager to take creative risks at work; slightly more (28 percent) don't feel empowered at all.
  • About half (54 percent) of creative professionals are very comfortable presenting new ideas to their manager or team members; the rest have some qualms.
  • Just over half (53 percent) of respondents feel their organization is perceived as innovative.

View an infographic of the survey results.

"As the creative industry continues to change rapidly, staying ahead of the curve has grown more important -- and more challenging," said Diane Domeyer, executive director of The Creative Group. "Building a culture of smart risk-taking -- taking a new approach or creating an edgy campaign, for example -- can benefit organizations by empowering staff to come up with new ideas and remain innovative."

Overcoming Creative Blocks
To help businesses foster smart risk-taking, TCG and AIGA have published a new report, Innovation in the House: Creativity Lessons From Five Top In-House Creative Teams, available at www.creativegroup.com/ctf. It provides an inside look at how creative leaders at five innovative organizations, including Disney's Yellow Shoes Creative Group, Square and Target, keep their teams inspired.

About The Creative Group
The Creative Group (TCG) specializes in placing a range of highly skilled interactive, design, marketing, advertising and public relations professionals with a variety of firms on a project and full-time basis. More information, including online job-hunting services, candidate portfolios and TCG's blog, can be found at creativegroup.com.


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