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LIONS today released its annual State of Creativity report. This foundational study – and the largest of its kind – is an insights-driven tool designed to give senior marketers a quick snapshot of the creative landscape and provide practical advice on how to drive business growth through creativity.
The study, titled “Communication Breakdowns on the Road to Recovery,” said Spencer Fox, senior vice president and head of LIONS’ consulting practice. “This is a unique window into the global creative landscape, and what we see is that while there is optimism on the surface, there is a disconnect within the industry. There is optimism about progress and investment, but there are also tensions that need to be addressed if we are to realize the potential of creativity as an engine of growth. Essentially, there is a breakdown in communication.”
In 2023, pressing macroeconomic concerns stifled ambitions and led to budget cuts in the creative industries, but by 2024 a more positive story emerges. Companies report bright growth prospects and increased marketing investment, with 51% of brand and agency respondents expecting stronger growth this year. However, the opportunity to capitalise on this through ground-breaking creative work may be in jeopardy, as responses reveal two growing tensions that are driving a wedge between key players in creativity.
This year’s research found a stark difference in how brands experience agency-client relationships compared to their agency partners. When asked how they feel about this collaboration, brands expressed a more positive attitude towards it, while creative partners painted a very different picture. This suggests that brands are less aware of their own reality.
Senior management was the second target of criticism. Brand respondents said it was difficult to get managers to adopt creativity. This was partly attributed to the lack of creative people in the boardroom, with more traditional, risk-averse marketers filling the seats. While most people want to push the boundaries of their creative work, conservative leaders make them feel they can’t.
Fox continued: “Our findings show that brands predicting faster growth in 2024 are 6 times more likely to prioritize creativity, 4.6 times more likely to increase marketing spend, and invest more in brand building. This is consistent evidence of the business case for creativity. »
The research provides a comprehensive look at trends and drivers in the creative industries through a global survey of nearly 3,000 creatives and marketers, as well as one-to-one conversations with creative industry leaders. The full State of Creativity report, produced by LIONS Advisory, is available for download Issi.
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