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Creativity in PR 2022.pdf

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Creativity in PR
2022 Global Study

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Contents
Introduction
Influences &
Barriers
War for Ideas
Talent
#CreativityInPR  provokemedia.com/focus/creativity

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Introduction
Welcome to the 2022 Creativity In PR survey –
which, unlike last year, wasn’t analysed on a laptop
during gap...

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Creativity in PR 2022.pdf

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The eighth edition of the Creativity in PR study explores the sector's creative evolution as it emerges from the unique challenges of the past two years.

The 2022 Report, co-authored by PRovoke Media and Now Go Create, in partnership with FleishmanHillard, is based on a survey of more than 200 agency and in-house executives from across the world, which took place earlier this year.

The eighth edition of the Creativity in PR study explores the sector's creative evolution as it emerges from the unique challenges of the past two years.

The 2022 Report, co-authored by PRovoke Media and Now Go Create, in partnership with FleishmanHillard, is based on a survey of more than 200 agency and in-house executives from across the world, which took place earlier this year.

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Creativity in PR 2022.pdf

  1. 1. Creativity in PR 2022 Global Study
  2. 2. Contents Introduction Influences & Barriers War for Ideas Talent #CreativityInPR provokemedia.com/focus/creativity
  3. 3. Introduction Welcome to the 2022 Creativity In PR survey – which, unlike last year, wasn’t analysed on a laptop during gaps between home-schooling duties. While we’re still not out of the Covid woods just yet, many of us have been able to draw something of a line under the past two years and return to something more stable – but what does that mean for the industry? Has a much-hyped ‘new normal’ emerged, or has everything settled back to where it was pre-pandemic? Last year’s poll painted a remarkable picture of a resilient industry coping extremely well under the circumstances. As Dan Margulis, Executive Creative Director, Global Creative Leadership at FleishmanHillard, noted at the time: “Creativity has always been the way out of a crisis.” For the most part, PR professionals working from home in 2021 told us that both their own and their agencies’ creativity had been operating at a higher level than it was before the crisis. In fact, the industry seemed to be firing on all cylinders, keen to rise to the challenge for bigger and better ideas. A third of beleaguered creative directors told us they actually led their teams better during the pandemic. This year we wanted to find out whether the creative energy that emerged during lockdown was still alive, or if we’d fallen back on old insecurities about PR’s seat at the table. Those old tropes are hard to shake off. The good news is that our survey results contain... lots of good news. Some respondents clearly see that creativity within their agencies is better now than before the pandemic. Client appetites for big ideas appear to have grown too as you’ll see. We couldn’t do these surveys – which began a decade ago in 2012 – without you, the hard-working PR professionals who took the time out to answer the questions, so once again: thank you. Claire Bridges Founder, Now Go Create #CreativityInPR 3 | 30  provokemedia.com/focus/creativity
  4. 4. Introduction It has been a decade since PRovoke Media and Now Go Create first set out to examine the state of creativity in the PR industry, and 12 months since we explored how the unique pressures of the pandemic are reshaping the industry’s creative capabilities. The eighth edition of the Creativity in PR Study is again conducted in partnership with FleishmanHillard, and provides compelling confirmation of the trends that first emerged in last year’s report. Namely, that the PR industry is emerging from the pandemic in credible shape, which is testimony to both the resilience of its people, and to the innovation and empathy they have demonstrated during some difficult times. Last year’s study, for example, found an increasing appreciation for the creative qualities of sophisticated public relations. This year’s report, accordingly, delves further into these trends, exploring how PR firms can secure lead creative duties, and the drivers and barriers that impact this particular equation. Overall, the study presents a critical snapshot of how the PR industry has navigated the challenges of the last 12 months in order to maintain and even enhance its creative standards. Unsurprisingly, the results will offer plenty of food for thought, and perhaps even spark some creative ideas of your own. As ever, your feedback is appreciated. Arun Sudhaman Editor-in-chief, PRovoke Media #CreativityInPR 4 | 30  provokemedia.com/focus/creativity
  5. 5. Influences Drivers Like last year, our respondents are remarkably bullish about the impact of Covid on creative levels within their agency. More than three- quarters (76%) see creative levels rising to ‘inspirational’ or ‘good’ post-pandemic, compared to 67% prior. There is a significant increase in those that see ‘inspirational’ levels of creativity: up to 28% now versus just 16% before the Covid era, perhaps reflecting the elevated importance of empathetic PR work during the past two years. In-house respondents, meanwhile, are similarly enthused. 64% rate their PR agency creative levels as ‘inspirational’ or ‘good’ now, versus 50% prior to the pandemic. UNSATISFACTORY INSPIRATIONAL ORDINARY GOOD 5% 16% 28% 51% 7% 28% 17% 48% How would you describe the level of creativity at your agency prior to Covid? How would you describe the level of creativity at your agency post Covid? #CreativityInPR #CreativityInPR 5 | 30  provokemedia.com/focus/creativity
  6. 6. Influences Drivers: Drivers Trends Authenticity remains the top driver of great PR work in 2022, according to agency respondents, ahead of engagement and courage. Those results, largely mirror 2021, but there is a big jump for purpose belonging which now narrowly outranks ethics, storytelling/humour and behavioural change. All of those drivers, furthermore, reflect the heightened priorities of the past two years, where brands have been expected to play a more responsible, reassuring role in society, living up to the values that they often profess. In your opinion, what drives great PR work? #CreativityInPR out of 10 STICKINESS PURPOSE BELONGING BEHAVIOURAL CHANGE ETHICS STORYTELLING HUMOUR DIVERSITY INCLUSION SHAREABILITY COURAGE ENGAGEMENT AUTHENTICITY 0 #CreativityInPR 6 | 30  provokemedia.com/focus/creativity
  7. 7. Influences Drivers: Drivers Trends This year, we attempt to delve deeper into the broader societal and business trends that are influencing creative strategy and work over the past 12 months. To little surprise, perhaps, social purpose and ESG emerges as the most influential of these, according to 79% of respondents. That puts it well ahead of other factors that brands are taking into account when developing creative ideas, including authenticity (59%), employee engagement worker safety (39%), reassurance belonging (33%), and immersive experiences (26%). Disappointingly, the UN Sustainable Development Goals garner little support. #CreativityInPR Which trends have become more influential when it comes to developing types of creative strategy work during the past 12 months? SOCIAL PURPOSE ESG REASSURANCE BELONGING EMPLOYEE ENGAGEMENT WORKER SAFETY IMMERSIVE EXPERIENCES HUMOUR AUTHENTICITY ENVIRONMENTAL ISSUES CLIMATE CHANGE UN SUSTAINABLE DEVELOPMENT GOALS 79% 33% 39% 26% 11% 59% 38% 14% #CreativityInPR 7 | 30  provokemedia.com/focus/creativity
  8. 8. Influences Drivers: Drivers Trends What’s Driving Great Creative Work and Trends that are Influencing? What’s interesting about PR is that it always needs something to fix, it exists to solve problems. And it thrives in complexity. We live in a frenzied fast changing and increasingly complex world. Today, more than ever, we have a responsibility to make people pause and drive authentic brand connections. Great Creative work will always be driven by searching for that intersection between those cultural moments and the role of a brand, so they are relevant, and they mean something to someone. Where the study reflects that purpose is a driver of great creative, our industry is undergoing a counterpoint to purpose washing. It’s become too obvious and consumers see right through it. Brands are having to show legitimate commitment behind their companies and behind their communication. The creative needs to reflect that commitment and help establish authentic relationships and trust with consumers. If we connect that to the trend of influencer marketing driving activations, brands are committing to longer term influencer brand partnerships to build that authentic and sustained relationship with their audience. We’re going to be seeing more sustainable and lasting commitments from brands and those who do it right will inspire great work and drive true engagement. Joel Rodriguez, Executive Creative Director, New York, Global Creative and Planning, FleishmanHillard #CreativityInPR 8 | 30  provokemedia.com/focus/creativity
  9. 9. Influences Drivers: Drivers Trends When it comes to developing activations meanwhile, digital reigns supreme — led by influencer marketing (64%), social media (54%) and experiential (50%) trends. The metaverse garners only lukewarm support (21%), while product placement appears to have had its day for now at least. #CreativityInPR Which trends have become more influential when it comes to developing types of activations during the past 12 months? METAVERSE, 3.0 INNOVATION EXPERIENTIAL SOCIAL PRODUCT PLACEMENT CELEBRITY ENDORSEMENT INFLUENCER MARKETING OTHER DIGITAL ACTIVATION 21% 50% 54% 7% 14% 64% 38% #CreativityInPR 9 | 30  provokemedia.com/focus/creativity
  10. 10. War For Ideas A continued feature of the Creativity in PR study has been its efforts to examine whether PR firms are actually leading creative on behalf of their clients. This focus has expanded this year with several additional questions that attempt to better understand the factors in play here. Client expectations of PR agency creativity continue to rise since the onset of Covid-19, confirming the results first reported in last year’s study. Are client expectations of creativity different since Covid began? YES, MUCH LOWER YES, MUCH HIGHER THE SAME 0% 2% 5% 8% 32% 5% 17% 8% 9% 12% #CreativityInPR 10 | 30  provokemedia.com/focus/creativity
  11. 11. War For Ideas: Leading creative The good news is that more than two-thirds of agencies (68%) report they are more likely to be approached for big, creative ideas than they were 12 months ago, compared to 56% last year. And clients are also more bullish, with 57% more likely to approach their PR firms for big creative ideas, compared to 46% one year ago. #CreativityInPR Compared with 12 months ago, are clients more or less likely to approach your PR agency for big creative ideas? MUCH MORE LIKELY 2022 2021 21% 15% 47% 41% 22% 26% 8% 14% 2% 3% SLIGHTLY MORE LIKELY THERE HAS BEEN NO CHANGE SLIGHTLY LESS LIKELY MUCH LESS LIKELY #CreativityInPR 11 | 30  provokemedia.com/focus/creativity
  12. 12. War For Ideas: Leading Creative Also encouraging is the proportion of agency respondents who confirm that their firm has been designated as lead creative agency, which sees a remarkable jump to 86%, compared to 59% last year. Clients are less bullish in this regard, but even here there is an increase, with 21% answering in the affirmative compared to just 18% in 2021. Has your PR agency ever been selected to lead big campaigns/ideas over other agencies? NO, WE HAVE NOT BEEN CONSIDERED FOR THIS ROLE YES NO, BUT IT HAS BEEN CONSIDERED 2021 59% 22% 19% 2022 86% 13% 1% #CreativityInPR 12 | 30  provokemedia.com/focus/creativity
  13. 13. War For Ideas: Leading Creative Another new question looks at how PR firms can secure lead creative duties. Almost two-thirds of agency respondents believe that their better understanding of multiple stakeholders is pivotal, ahead of other key factors such as understanding corporate reputation (59%), better cultural insights (53%), and being more cost effective (47%). Media relations, speed and employee engagement all garner less support. Clients are broadly in agreement, also selecting stakeholder understanding, corporate reputation and cultural insights as the top three factors. This consensus offers important strategic guidance in terms of how public relations can secure lead creative duties. Furthermore, CMOs or marketing heads (62%) are widely seen as the best type of client for this particular equation, with almost half of respondents (45%) believing they should be engaged directly, rather than via the communications function (30%). 3% What factors do you think help PR agencies secure lead creative duties? Please select all that apply MORE COST EFFECTIVE 47% BETTER CULTURAL INSIGHTS 53% FASTER IDEAS 30% BETTER UNDERSTANDING OF CORPORATE REPUTATION 59% MORE EFFECTIVE CLIENT RELATIONSHIPS 35% MEDIA RELATIONS CAPABILITIES 38% BETTER UNDERSTANDING OF MULTIPLE STAKEHOLDERS 66% EMPLOYEE ENGAGEMENT CAPABILITIES 20% PR INDUSTRY'S UNDERDOG STATUS 10% When it comes to securing lead creative duties, who is the best type of client for PR agencies? 31% 62% CCO OR HEAD OF COMMUNICATIONS CMO OR HEAD OF MARKETING What is the best way to secure buy-in from the right client for your creative ideas? ENGAGE CCO OR HEAD OF COMMUNICATIONS 15% 30% 45% 4% ENGAGE CCO/COMMS HEAD FIRST AS A MEANS TO REACHING THE CMO/MARKETING HEAD ENGAGE CMO OR HEAD OF MARKETING ENGAGE OTHER TYPE OF CLIENT #CreativityInPR 13 | 30  provokemedia.com/focus/creativity
  14. 14. Increasing Influence of PR Agencies in Leading Creative and Big Ideas For several years, the ground has been shifting under the traditional understanding of agency roles. Happily, our experiences of late have been that some clients don’t care for adhering to the old agency roles. They simply want the best people in the room that will deliver the best ideas. No matter from which agency they hail. Once in that room, the value, experience and creativity of PR agencies becomes apparent. There is no doubt that clients are starting to realize that our ability to tell stories to multiple stakeholders in a way that connects can affect real change to their business while building or enhancing their reputation. Their consumers or audiences are seeking authenticity, transparency and truth. In a world where brands can be cancelled for a tweet, it is clear that reputation and an understanding of stakeholders have never been more important. It is our heritage in building reputations by employing an earned first approach that makes the value of how we approach creativity more appealing. Our thinking and ideas are grounded in our understanding of what stories move, motivate and resonate. Brian Melarkey, Creative Director, Dublin, Global Creative and Planning , FleishmanHillard War For Ideas: Leading Creative #CreativityInPR 14 | 30  provokemedia.com/focus/creativity
  15. 15. War For Ideas: Competition PRovoke Media’s Global Agency Rankings and ongoing industry research suggest that the PR industry had a ‘good’ pandemic compared to other marcomms disciplines. And the Creativity in PR results bear this out too. 48% of respondents rate their agency’s creative opportunities as better than other types of agencies over the past 12 months. Around the same proportion see the same level of opportunities as other disciplines, and hardly anyone thinks they are in a worse position. #CreativityInPR Over the past 12 months, how would you rate your PR agency's creative opportunities vs other types of agencies? 48% 49% 3% BETTER ABOUT THE SAME WORSE #CreativityInPR 15 | 30  provokemedia.com/focus/creativity
  16. 16. War For Ideas: Competition When it comes to the barriers that PR firms face in their quest to become lead creative agency, some newer factors emerge this year. Client budgets remain the top source of concern (54%), followed by the PR industry’s creative reputation (48%), and the fact that PR firms are more likely to engage the communications function rather than marketing (41%). Clients, by comparison, overwhelmingly point to PR agency creative quality (64%) and lack of strategic capabilities (50%), as the key barriers. “I think that more planning, research, and strategy roles need to become the norm over the next few years for PR agencies to move the needle on this question about being lead agency. Insights are not just sitting there just waiting to be found – an actionable and useful insight takes time as the result of finding, collating and reviewing information. The PR industry needs people with the skill sets to separate signal from noise. If creativity is fuelled by imagination, then data analysis can provide the robust foundation that effective ideas need.” Claire Bridges What do you think are the barriers to PR agencies becoming the lead creative agency? Please select all that apply. NONE, THEY ALREADY ARE ENGAGING WITH THE CCO INSTEAD OF THE CMO CLIENT BUDGETS PR AGENCY CREATIVE QUALITY LACK OF STRATEGIC AGENCY CAPABILITIES LACK OF UNDERSTANDING OF CLIENT BUSINESS LACK OF PAID MEDIA CAPABILITIES PR INDUSTRY'S CREATIVE REPUTATION OTHER 5% 41% 54% 36% 26% 14% 27% 48% 13% #CreativityInPR 16 | 30  provokemedia.com/focus/creativity
  17. 17. War For Ideas: Competition A new question this year further investigates competition for earned-first creative ideas. And the biggest source of this conflict is digital/social agencies (33%), who narrowly outrank creative shops (31%). There is far less competition seen from media and experiential agencies. Where are you seeing growing competition for earned-first creative and ideas? OTHER PR AGENCIES CREATIVE AGENCIES EXPERIENTIAL AGENCIES DIGITAL/SOCIAL AGENCIES MEDIA AGENCIES OTHER 18% 31% 10% 33% 3% 4% #CreativityInPR 17 | 30  provokemedia.com/focus/creativity
  18. 18. Where CMOs are the Top Buyers, How Comms Leaders Can Harness The Power of PR Remember those old days when comms leaders were told to ‘go PR the creative idea?’ That’s over. We’ve all seen the studies on how skeptical audiences are to traditional advertising. At a time where people are actively rejecting paid, earned ideas can – and should – be the main character in a brand’s marketing mix. While CMOs and marketing teams have traditionally held keys to greenlight Creative work, we see more and more CCOs and comms leaders owning their power. They set the ambition for the impact earned can have on the business and are defining a new reality where PR isn’t just an idea – but the idea. Lesley Backus, Creative Strategist and Planner, Global Creative and Planning, FleishmanHillard War For Ideas: Competition #CreativityInPR 18 | 30  provokemedia.com/focus/creativity
  19. 19. War For Ideas: Competition Advertising agencies continue to be seen as the pinnacle of creative quality, but the gap has narrowed considerably, with PR firms close behind. Indeed there is very little to separate these two types of agencies from the others cited on this list — digital, media, experiential, content — reflecting how convergence has redrawn traditional notions in terms of channels and creativity. PR AGENCY ADVERTISING AGENCY DIGITAL AGENCY MEDIA AGENCYV EXPERIENTIAL AGENCY CONTENT AGENCY MANAGEMENT CONSULTANCY OTHER AGENCY Please rank the creative quality of the following agencies. out of 8 0 #CreativityInPR 19 | 30  provokemedia.com/focus/creativity
  20. 20. War For Ideas: Expectations There is a discernible shift in client expectations of creativity since the onset of the pandemic, with a weighted score of 7.57 reflecting the higher premium being placed on creative ability, compared to 6.59 one year ago. UNIMPORTANT 0% 1% 2% 3% 11% 8% 21% 17% 15% 22% AVERAGE FUNDAMENTAL How important is creativity when clients decide whether to hire you or your agency? #CreativityInPR 20 | 30  provokemedia.com/focus/creativity
  21. 21. Talent: Imagination + Information This question illuminates skills gaps and where HR teams and CDs may need to focus some of their recruitment energies. According to respondents PR agencies need more copywriters – perhaps unsurprisingly 67% said that this was an area in which they needed talent –with great writing a fundamental PR craft. Just a few points behind were planners/strategists at 60%. Developers, videographers and technologists are also in demand. As we saw earlier, clients cited lack of strategic capabilities (50%) as a barrier to hiring PR agencies as the creative lead, so clearly an area for development. COPYWRITING 66% 60% 59% 53% 43% 39% 24% 23% PLANNERS/STRATEGISTS CREATIVE DIRECTOR DESIGN ART DIRECTION VIDEOGRAPHERS TECHNOLOGISTS DEVELOPERS What types of creative talent does your business need? #CreativityInPR 21 | 30  provokemedia.com/focus/creativity
  22. 22. Talent: Imagination + Information Given that the ability to successfully manage and retain creative talent is critical the answers to this question are surprising. 37% of companies say that they have no set ways to encourage creativity and creative behaviour. 35% have internal awards in place, and 34% rely on promotion opportunities to motivate staff. How do you encourage creativity and creative behaviour? WE DON'T 37% 35% 34% 18% INTERNAL AWARDS PROMOTION OPPORTUNITIES FINANCIAL INCENTIVES #CreativityInPR 22 | 30  provokemedia.com/focus/creativity
  23. 23. Talent: Recruitment + Retention This is a question we’ve asked before and is a good measure of how PRs see their business and the sector as a whole. The Great Resignation is real: 20% of PRs feel that’s what’s stopping new talent from joining their company. It’s disappointing to see that more than 50% of respondents feel that creative talent would rather work in a different type of agency – although the perceived lure of higher salaries is worth noting – 52% of respondents say salaries are better elsewhere. For the record, the UK Talent website puts the average PR salary at £32.5k, compared to £37k for someone in a creative agency. And with the likes of Deloitte and PwC keen to build their creative capabilities the war for talent is not going to get any easier. What stops creative talent joining your agency? SALARIES ARE HIGHER ELSEWHERE 52% 51% 20% 19% 14% THEY PREFER TO WORK AT ANOTHER TYPE AGENCY WE DON'T TRY HARD ENOUGH TO HIRE THEM 'THE GREAT RESIGNATION' IE POSTCOVID WORKING PRIORITIES HAVE CHANGED OUR CULTURE IS NOT RECEPTIVE TO THEM #CreativityInPR 23 | 30  provokemedia.com/focus/creativity
  24. 24. Talent: Recruitment + Retention A positive result: well over 60% think their firms do a good job of holding onto their best creative talent. We also asked how effective HR was at nurturing PR creatives, and over 50% of those who replied had no complaints. But 1 in 5 rated HR’s efforts as poor or non-existent. “We tend to hire people that are like us, that like us - a good culture ‘fit’. Yet, organisations that promote cognitive diversity are more likely to innovate allowing people to approach things differently. So, if you want to attract creative talent try to find space for the ‘mis-fits’ too!” Claire Bridges EXCELLENT GOOD AVERAGE POOR 15% 49% 26% 10% How good a job does your company do when it comes to retaining creative talent? 14% 45% 32% 4% 5% CONSISTENTLY EXCELLENT GOOD AVERAGE POOR NON EXISTENT How good are your company's HR practices - remuneration, appraisals, rewards, training - when it comes to supporting creativity? #CreativityInPR 24 | 30  provokemedia.com/focus/creativity
  25. 25. Talent: Recruitment + Retention Tomorrow’s creative talent, according to respondents, won’t come from PR agencies: well over 50% think that other types of agencies – advertising especially (35%) – are where their next big thinkers will come from. This may be because we’ve adopted the CD role from the ad industry, where a background in graphic design, fine art, copywriting or branding is the norm. Yet there is no single or obvious career path in PR to developing into this role. Something for HR teams to consider when thinking about where the next gen of creative talent is going to come from. As an industry we could think more creatively about it too – we could be looking to design thinkers, psychologists, behavioural economists and insight analysts amongst others. What is the best source of creative talent for your business? 35% 18% 16% 9% 9% 7% 5% ADVERTISING AGENCY ANOTHER PR AGENCY ANY OTHER TYPE OF AGENCY INHOUSE GRADUATE RECRUITMENT DIGITAL MEDIA EG FACEBOOK, GOOGLE, BUZZFEED... OUTSIDE THE MEDIA AND MARKETING WORLD #CreativityInPR 25 | 30  provokemedia.com/focus/creativity
  26. 26. Talent: Creative Leadership + Talent When we asked this question last year, 53% of respondents said that they had a creative director. We can only guess as to why this figure has shrunk to 39% this time around: has there been a post-Covid hiring freeze, or a redistribution of creative responsibilities? Equal numbers of people – 28% – say they are considering this hire, with the same amount saying it should be part of everyone’s job reflecting the contrasting views about how best to generate and deliver creative ideas. Do you have an Executive Creative Director or Chief Creative Officer? YES NO, BUT WE ARE CONSIDERING IT NO, NOT NECESSARY, IT'S PART OF EVERYONE'S JOB WE'D LIKE TO BUT WE CANNOT AFFORD IT 5% 28% 28% 39% #CreativityInPR 26 | 30  provokemedia.com/focus/creativity
  27. 27. Investing in and Retaining Creative Talent and the Need for Diversity and Diverse Perspectives in Creative After spending two decades in the ad industry, I came to experience that the work that was winning awards for the agency, was better defined as earned. That’s where the interesting thinking is being done – it doesn’t have to fit a media buy or shill an RTB, there’s a purity and freedom to it. As we’ve looked at developing creative talent, we are focused on developing the discipline of conceptual thinking, but with a free-range mindset. An idea can manifest itself in endless ways. This freedom in thinking is something we stress in retaining and attracting talent. I and many of my peers have migrated to PR agencies from the ad world, and I think we will continue to see that trend grow as creatives are looking to be more fulfilled by the work they create. When it comes to individual talent, our ideas will only ever be as diverse as the minds behind them. I am relentless in seeking representation in our talent, both for how their experience inspires the work, and how those individuals inspire others. For if you can’t see it, you can’t be it. Colleen McTaggart, Executive Creative Director, Chicago, Global Creative and Planning, FleishmanHillard Talent: Creative Leadership + Talent #CreativityInPR 27 | 30  provokemedia.com/focus/creativity
  28. 28. Talent: Creative Leadership + Talent Ask five CDs what their role entails and you’ll get five different answers but there are some areas of agreement: according to respondents, most (almost 80%) see it as to lead creative conceptual development but almost as many feel the role is to drive creative ambition and culture. 58% say that the role is to inspire clients to embrace earned media ideas. “It’s not surprising that agreeing on what the creative leadership role entails is tricky. You need to be a manager and a mentor, have marketing and business nous, as well as problem-solving skills and it can be hard to make the transition ‘from being (a) creative’ and generating ideas, to leading creative teams, something I understand first hand. The fundamentals - build trust in your team – without it you can’t have risk-taking, experimentation, debate, dissent or any of the other good stuff that leads to ideas getting off the ground.” Claire Bridges LEAD CREATIVE CONCEPTUAL DEVELOPMENT INCLUDING CAMPAIGN DEVELOPMENT DRIVE CREATIVE AMBITION AND CULTURE INCLUDING TALENT TRAINING INSPIRE CLIENTS TO EMBRACE EARNED CREATIVE IDEAS INCLUDING NEW BUSINESS 79% 64% 58% How would you characterize the creative leadership role and key duties? #CreativityInPR 28 | 30  provokemedia.com/focus/creativity
  29. 29. Talent: Demographics Interestingly, there was a notable uptick in female creative directors this time, rising from 23% to 31%. The last time female creative directors topped 30% was back in 2017. The white CD is still most commonly the one calling the shots, just as they were last year: the figure is 76% for two years running. Of even greater concern, just one respondent works with a Black creative director, despite the industry’s glaring struggles with diversity and inclusion. What gender is your executive creative director or chief creative officer? FEMALE MALE PREFER NOT TO SAY OTHER 30% 70% 0% 0% What race/ethnicity is your executive creative director or chief creative officer? WHITE OR CAUCASIAN 76% 15% 6% 3% ASIAN HISPANIC OR LATINO BLACK, AFRICAN, CARIBBEAN 0% OTHER #CreativityInPR 29 | 30  provokemedia.com/focus/creativity
  30. 30. Talent: Demographics The good news is that most respondents report that creative teams are majority female. The bad news is that these teams remain overwhelmingly white. It stands to reason, if creativity continues to be viewed as a bastion of homogeneity, this will have significant repercussions for the quality of work being produced. What percentage of your creative team is male? 31% 26% 27% 13% 3% LESS THAN 30% 3049% 5069% 7089% MORE THAN 90% What percentage of your creative team is White or Caucasian? 28% 2% 17% 13% 40% LESS THAN 30% 3049% 5069% 7089% MORE THAN 90% #CreativityInPR 30 | 30  provokemedia.com/focus/creativity

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