INSPIRATION ON A DIME -- Lean Budgets Don't Impede Creativity, Say Most Advertising and Marketing Execs



    TORONTO, Jan. 27 /CNW/ - When the going gets tough, the tough get more
creative, a new survey suggests. Forty per cent of marketing and advertising
executives polled said campaigns become more innovative when budgets are lean.
Twenty-six per cent felt that tight spending had no effect on creativity
levels.
    The study was developed by The Creative Group, a specialized staffing
service providing creative, advertising, marketing and web professionals on a
project and full-time basis, and conducted by an independent research firm. It
is based on 250 telephone interviews - 125 with advertising executives and 125
with senior marketing executives
    Advertising and marketing executives were asked, "In general, do you
think advertising and marketing campaigns become more or less creative when
budgets are lean?" Their responses:

    
    Much more creative.................................................    9%
    Somewhat more creative.............................................   31%
    No change..........................................................   26%
    Somewhat less creative.............................................   24%
    Much less creative.................................................    8%
    Don't know.........................................................    2%
                                                                        -----
                                                                         100%
    

    "As consumers are more selective in their spending during challenging
economic times, it is imperative for businesses to develop marketing campaigns
that continue to have an impact on their audiences," said Collin Maria Ezzell,
division director of The Creative Group. "If budgets are too lean to support
traditional marketing initiatives, firms may be willing to find new creative
solutions."
    Ezzell noted, however, that not all belt-tightening fosters creativity.
"Our research shows that tight deadlines are a leading cause hindering
creativity," she said. "Consequently, it may be difficult for marketing teams
to develop strong concepts if they have been stretched too thin."

    The Creative Group offers the following five tips for promoting
creativity among employees:

    
    -   Find the focus. Help staff members prioritize projects so they have
        sufficient time for the most important tasks. Eliminate less critical
        duties, or delegate them to other personnel.

    -   Surround your team with ideas. Ask staff to post any designs, artwork
        or quotes that they find inspiring on a wall from which everyone can
        draw inspiration.

    -   Brainstorm in the morning. A separate survey by The Creative Group
        indicated that the morning is the most creative time for a majority
        of professionals, so hold meetings intended to generate ideas in the
        early hours.

    -   Bypass burnout. Bring in freelancers during your busiest periods to
        prevent workers from becoming overburdened.

    -   Don't forget to have fun. Find inexpensive ways to celebrate
        successes and bring levity to the job.
    

    About The Creative Group

    The Creative Group specializes in placing a range of highly skilled
creative, advertising, marketing and web professionals with a variety of firms
on a project and full-time basis. The Creative Group's internal account
managers typically have prior experience working within the creative industry,
which helps them better understand their clients' needs and their freelancers'
unique talents. Headquartered in Menlo Park, Calif., the firm has offices in
major markets across the United States and in Canada. More information,
including online job-hunting services, candidate portfolios and The Creative
Group's award-winning career magazine, can be found at www.creativegroup.com.





For further information:

For further information: Kristie Perrotte, (416) 350-2330,
kristie.perrotte@rhi.com


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