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The War For Ideas
Presented at Euprera 2017 Congress by
Claire Bridges, Study Co-Author, Founder, Now Go Create
5 Years of...
The War For Ideas 5 Years of The Holmes Report, Creativity in PR Study
Overview
• Initiated 2012
• Key topic areas
• Busin...
The War For Ideas 5 Years of The Holmes Report, Creativity in PR Study
Methodology
• Polled between 350 - 650 people each ...
The War For Ideas 5 Years of The Holmes Report, Creativity in PR Study
Creativity is notoriously
tricky to define
• The ab...
The War For Ideas 5 Years of The Holmes Report, Creativity in PR Study
Budget emerges
as biggest barrier
Industry embraces...
The War For Ideas 5 Years of The Holmes Report, Creativity in PR Study
We have all the big ideas.
It's just nobody will pa...
The War For Ideas 5 Years of The Holmes Report, Creativity in PR Study
How would you describe the quality of
creativity in...
The War For Ideas 5 Years of The Holmes Report, Creativity in PR Study
2013: all the b’s…business value, barriers,
budget
...
The War For Ideas 5 Years of The Holmes Report, Creativity in PR Study
PR agencies are not structured to
provide creativit...
The War For Ideas 5 Years of The Holmes Report, Creativity in PR Study
2014: creativity in PR on the rise
despite client c...
We are building a new planet.
Taking the best of the ad agencies and their process (and
their staff!) and the best of the ...
The War For Ideas 5 Years of The Holmes Report, Creativity in PR Study
2015: industry embraces creative role as
client dem...
The War For Ideas 5 Years of The Holmes Report, Creativity in PR Study
• 48% of agency respondents said PR agency has been...
Yes. It’s still as rare as an albino buffalo but it
has happened.
Pete Marino, Chief Public Affairs and Communications Off...
The War For Ideas 5 Years of The Holmes Report, Creativity in PR Study
Payment structure of PR firms vs ad/media firms.
Ge...
The W ar For Ideas 5 Years of The Holmes Report, Creativity in PRStudy
W hat ’s
changed?
1. More resources devot ed t o
cr...
The War For Ideas 5 Years of The Holmes Report, Creativity in PR Study
• How can PR agencies prove they can devise
creativ...
The War For Ideas 5 Years of The Holmes Report, Creativity in PR Study
What’s missing?
What’s next?
How would you like to ...
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The War for Ideas: Five Years of the Creativity in PR Study

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Co-author Claire Bridges explores findings from five years of the Holmes Report's landmark study, analysing what they mean for the future of the PR industry.

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The War for Ideas: Five Years of the Creativity in PR Study

  1. 1. The War For Ideas Presented at Euprera 2017 Congress by Claire Bridges, Study Co-Author, Founder, Now Go Create 5 Years of The Holmes Report, Creativity in PR Study
  2. 2. The War For Ideas 5 Years of The Holmes Report, Creativity in PR Study Overview • Initiated 2012 • Key topic areas • Business value of PR agencies • Perceptions on the quality of ideas • Barriers to creativity • Drivers of creative work • Definitions of creativity • Tools and process • Talent and investment
  3. 3. The War For Ideas 5 Years of The Holmes Report, Creativity in PR Study Methodology • Polled between 350 - 650 people each year via online questionnaire • Majority UK & US respondents • Contributions from more than 35 countries • In-house, agency practitioners & suppliers respond • Range of industries and sectors covering: consumer, corporate, healthcare, technology, digital and public affairs practices • Qualitative and quantative study
  4. 4. The War For Ideas 5 Years of The Holmes Report, Creativity in PR Study Creativity is notoriously tricky to define • The ability to outthink the competition, rather than outspend them (earn it) • The novelty or ‘newness’ of the idea • The emotion that the work evokes • The influence and impact (recommendation, media coverage, fame) delivered by the creative work • The value of that influence and impact (profit, behaviour change, enhanced reputation) • Creativity in PR is context-dependent
  5. 5. The War For Ideas 5 Years of The Holmes Report, Creativity in PR Study Budget emerges as biggest barrier Industry embraces creative role as client demands rise ? 2012 2013 Headlines by year Big ideas and creative quality are key concerns Creativity in PR on the rise despite client concerns Does the PR industry have what it takes to win the war for ideas? 2014 2015 2016 2017
  6. 6. The War For Ideas 5 Years of The Holmes Report, Creativity in PR Study We have all the big ideas. It's just nobody will pay for them. UK agency executive, Digital 2012: big ideas and creative quality are key concerns
  7. 7. The War For Ideas 5 Years of The Holmes Report, Creativity in PR Study How would you describe the quality of creativity in the PR industry? Inspirational 6% Good 40% Ordinary 38% Unsatisfactory 10% Poor 5% Non-existent 1%
  8. 8. The War For Ideas 5 Years of The Holmes Report, Creativity in PR Study 2013: all the b’s…business value, barriers, budget • Creativity valued by in-house marketers and communications as a genuine business priority • Yet PR firms struggle to prove their worth • Only 18% of clients consistently were happy with agency’s creative output • 50% sporadically happy • 29% find it a constant challenge
  9. 9. The War For Ideas 5 Years of The Holmes Report, Creativity in PR Study PR agencies are not structured to provide creativity as a service. To do that you need have a creative team that is paid solely to think and create. Not account teams who like to think they are creative but spend the majority of their time managing projects and clients. Until PR agencies shape themselves like creative agencies they won’t be creative. PR Agency, UK
  10. 10. The War For Ideas 5 Years of The Holmes Report, Creativity in PR Study 2014: creativity in PR on the rise despite client concerns • 49% said quality of creativity in PR campaigns had improved over the past year, a significant increase on last year, when 61% disagreed with this contention • 72% said they had a creative process in their business, another improvement on 2013 • Creative Director hires up by 10% since 2012 to 42% • But PR agencies rank behind ad and digital agencies when clients weigh them according to creative quality
  11. 11. We are building a new planet. Taking the best of the ad agencies and their process (and their staff!) and the best of the PR account teams (and their business nous and media specialism) and creating shareable, earnable ideas with strong creative teams. Jackie Cooper, Edelman
  12. 12. The War For Ideas 5 Years of The Holmes Report, Creativity in PR Study 2015: industry embraces creative role as client demands rise • 63% of agencies think the quality of creativity in PR campaigns has improved over the past year, compared to 49% last year • 56% of clients agree • 40% of in-house respondents rate creativity as 'fundamental' to their decision to hire and retain an agency, up 21% on 2014 • 70% of all respondents believe that clients are demanding greater levels of creativity from their agency
  13. 13. The War For Ideas 5 Years of The Holmes Report, Creativity in PR Study • 48% of agency respondents said PR agency has been designated as lead creative agency • 21% said it had been considered • 74% of clients would consider PR agency for this role 2016: The War Of The Worlds Are PR firms leading creative on behalf of their clients, ahead of advertising agencies?
  14. 14. Yes. It’s still as rare as an albino buffalo but it has happened. Pete Marino, Chief Public Affairs and Communications Officer, MillerCoors Has your PR agency ever been designated as lead creative agency?
  15. 15. The War For Ideas 5 Years of The Holmes Report, Creativity in PR Study Payment structure of PR firms vs ad/media firms. Get PR involved too late in the process, the default is to ask the ad agency. When PR is involved from the beginning and asked to provide creative concepts, we are often head and shoulders above the rest! We just need to be given the chance. By and large, PR firms don’t understand creativity or have processes in place to develop or capture it. Prejudice and preconception. Clients still believe that only the advertising agencies are truly creative. What do you think are the barriers to PR agencies becoming the lead creative agency?
  16. 16. The W ar For Ideas 5 Years of The Holmes Report, Creativity in PRStudy W hat ’s changed? 1. More resources devot ed t o creat ive t raining & educat ion 2. Creat ive Direct or role well- est ablished (40 %have one) 3. Creat ive leadership emerging on t op t eam agendas wit h more f ocus on creat ive cult ure 4. Creat ive conf idence is high leading t o brave, impact f ul work t hat cut s t hrough 5. Compet it ion is f iercer t han ever 1. Crit ical areas st ill lacking rigour (like idea evaluat ion) 2. HR not well-connect ed t o driving creat ive pract ices 3. More f ocus on creat ivit y but lit t le real innovat ion in PR indust ry 4. Diversit y of t hought - t he indust ry is not meet ing t he challenge W hat ’s t he same?
  17. 17. The War For Ideas 5 Years of The Holmes Report, Creativity in PR Study • How can PR agencies prove they can devise creative ideas that travel & does it matter? • What does the PR agency/business model of the future look like? • How to win the war for talent • How will PR firms be impacted by the circling management consultancies? Questions this raises for the PR industry
  18. 18. The War For Ideas 5 Years of The Holmes Report, Creativity in PR Study What’s missing? What’s next? How would you like to see the study develop? claire@nowgocreate.co.uk, @nowgocreate arun@holmesreport.com, @holmesreport www.nowgocreate.co.uk www.holmesreport.com/ranking-and-data/creativity-in-pr Take part in the 2017 study here www.surveymonkey.com/r/createPR2017 Talk to us…

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