Creative Work More Demanding, Say Most Advertising and Marketing Execs



    TORONTO, Nov. 13 /CNW/ - Achieving a successful creative career is more
complicated than in years past, a new survey suggests. Eighty-five per cent of
advertising and marketing executives polled said their profession is more
demanding now than it was 10 years ago. When asked to describe their greatest
professional challenges, almost one in three (32 per cent) cited balancing
work and family obligations. Staying current on industry trends and
technologies was the second most popular response, provided by 28 per cent of
those polled.
    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 telephone interviews - 125 with advertising executives and 125 with senior
marketing executives.
    Advertising and marketing executives were asked, "Do you think a career
in advertising or marketing is more or less demanding compared to 10 years
ago?" Their responses:

    
    Much more demanding ........................................ 53%
    Somewhat more demanding .................................... 32%
    Neither more nor less demanding ............................ 10%
    Somewhat less demanding ....................................  2%
    Much less demanding ........................................  2%
    Don't know .................................................  1%
                                                                ----
                                                                100%

    Advertising and marketing executives were also asked, "What would you say
is your greatest career challenge?" Their responses:

    Balancing work and personal obligations..................... 32%
    Staying current on industry trends or technologies ......... 28%
    Keeping motivated/inspired on the job....................... 16%
    Measuring the success of your team.......................... 15%
    Don't know/other............................................  9%
                                                                ----
                                                                100%
    

    "The media environment has become more fragmented, and advertising and
marketing executives must be able to use a broader array of tools - from
social media to branded entertainment - to reach target audiences," said Dave
Willmer, executive director of The Creative Group. "This is an industry with a
constant learning curve, and staying relevant means being adaptable."
    Willmer added that technology may contribute to the challenge many face
when balancing personal and professional obligations. "There's a greater
expectation that people will be accessible around the clock," he said. "While
it's useful to be able to check in from just about anywhere using cell phones
and PDAs, these devices can make it difficult to disconnect and unwind."

    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.





For further information:

For further information: Jason Chapman, (416) 365-2010 extension 62070,
jason.chapman@rhi.com


Custom Packages

Browse our custom packages or build your own to meet your unique communications needs.

Start today.

CNW Membership

Fill out a CNW membership form or contact us at 1 (877) 269-7890

Learn about CNW services

Request more information about CNW products and services or call us at 1 (877) 269-7890