New Survey Shows Creative Professionals Traveling Less on the Job

Mar 20, 2002

MENLO PARK, CA -- Creative professionals are spending less "face time" with long-distance clients, a new survey suggests. Seventy percent of advertising and marketing executives said the amount of business travel for those in the creative industry has declined from one year ago. Respondents cited increased e-mail and telephone communications as the primary replacements for in-person meetings.

The survey was developed by The Creative Group, a specialized staffing service providing marketing, advertising, creative and web professionals on a project basis. It was conducted by an independent research firm and includes 250 responses -- 125 from advertising executives with the nation's 1,000 largest advertising agencies and 125 from senior marketing executives with the nation's 1,000 largest companies.

Advertising and marketing executives were asked, "How has the amount of business travel for those in the creative industry changed from one year ago?" Their responses:

Increased significantly   1%
Increased somewhat   6%
Stayed the same   22%
Decreased somewhat   41%
Decreased significantly   29%
Don't know       1%

Those who cited a decline in travel were asked, "How are firms compensating for the decrease in business travel?" Their responses: (More than one response was permitted.)

Increased e-mail communication   81%
Increased use of teleconferencing   74%
Increased number of phone calls   70%
Increased use of videoconferencing   40%
More mail   25%
Increased use of web conferencing   5%
Other/don't know   6%

"As budget and security concerns prompt companies to curtail non-essential travel, it has become necessary to communicate more effectively from afar," said Tracey Turner, executive director of The Creative Group. "The challenge is in exchanging ideas without the benefit of visual or verbal cues."

Turner noted that choosing the right medium for the message is essential. "Written communication, for example, can appear more severe than intended. Therefore, if you can't be there in person, a telephone conversation may be preferable when critiquing work or commenting on a sensitive situation. Web-based conferencing is another option for discussing creative work, since it enables meeting participants to view items online as they're discussed."

The Creative Group has offices in major markets across the United States and in Canada
and offers online job search services at www.creativegroup.com.

print Print   email Email   rss RSS