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© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
THE STATE OF Creativity in
Business
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
State of Creativity in Business
2
Adobe’s Stat...
© 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Methodology
3
WHO WHERE WHEN HOW
600 creatives...
Top Survey Findings
4
Creatives and marketers struggle to deliver on personalization demands
Demand for streamlined proces...
51%
INCREASED OVER TIME
10%
DECREASED OVER TIME
INCREASED
65%
THE SAME
21%
DECREASED
14%
High content volume has led to mo...
Demand for streamlined processes is increasing
6
WHAT CREATIVES ARE SPENDING MORE TIME ON TODAY THAN 3-5 YEARS AGO
4%
2%
2...
WHAT CREATIVES NEED FROM THEIR DESIGN COLLABORATION TOOLS TO BE MORE EFFECTIVE
Demand for streamlined processes is increas...
STAYING THE SAME
20%
DECREASING
4%
INCREASING
69%
Optimism about Artificial Intelligence (AI)
8
HOW CREATIVES SEE THEIR US...
Creatives and marketers struggle to deliver on personalization demands
9
IMPORTANCE OF PERSONALIZING CONTENT AND DESIGNS A...
Creatives and marketers need more alignment
10
HOW OFTEN MARKETERS AQUIRE CREATIVE
ASSETS OUTSIDE OF THE CREATIVE
DEPARTME...
Creatives and marketers need more alignment
11
CREATIVES RELATIONSHIP WITH MARKETERS MARKETERS RELATIONSHIP WITH CREATIVES
CREATING AN
IN-HOUSE AGENCY
19%
OUTSOURCING MORE
TO AGENCIES
15%
Use of in-house agencies on the rise
12
HOW CREATIVES ARE...
State of Creativity in Business 2017
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State of Creativity in Business 2017

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Adobe Creative Cloud for enterprise released findings from its State of Creativity in Business survey, focused on uncovering key trends in the creative business landscape today. The report surveyed 600 creatives and marketers from agencies and brands in the United States.

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State of Creativity in Business 2017

  1. 1. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. THE STATE OF Creativity in Business
  2. 2. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. State of Creativity in Business 2 Adobe’s State of Creativity in Business survey set out to uncover the key trends in the creative business landscape today, and revealed that the pace of content and design creation is growing like never before. There are tremendous expectations on creatives’ time and how it’s spent, as well as the quality and personalization of the designs and content they’re producing. At the same time, technology is moving faster than ever and there is an increasing need to keep up with the latest innovations that will help scale creativity and design. While technology changes rapidly, it’s also the answer to many of the challenges they face in this ever-evolving industry.
  3. 3. © 2017 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Methodology 3 WHO WHERE WHEN HOW 600 creatives and marketers who work at agencies and brands United States Sept. 11-18, 2017 Online survey conducted via Advanis
  4. 4. Top Survey Findings 4 Creatives and marketers struggle to deliver on personalization demands Demand for streamlined processes is increasing High content volume has led to more complexity Creatives and marketers need more alignment Creative optimism about artificial intelligence (AI) Use of in-house agencies on the rise
  5. 5. 51% INCREASED OVER TIME 10% DECREASED OVER TIME INCREASED 65% THE SAME 21% DECREASED 14% High content volume has led to more complexity 5 CHANGE IN AMOUNT OF CONTENT BEING CREATED IN THE LAST 5 YEARS CREATIVE WORKFLOWS COMPARED TO 5 YEARS AGO HOW CREATIVES ARE SOLVING FOR THE INCREASE IN CONTENT AND DESIGN PRODUCTION CHANGE IN USE OF STOCK CONTENT IN DESIGNS OVER THE LAST 5 YEARS THE SAME 39% MORE COMPLICATED 37% MORE SIMPLE 24% 15% 19% 29% 47% 69% Outsourcing more to agencies Creating an in-house agency Consolidating the number of creative tools we use Hiring more people in-house Using more / different creative tools 39% STAYED THE SAME
  6. 6. Demand for streamlined processes is increasing 6 WHAT CREATIVES ARE SPENDING MORE TIME ON TODAY THAN 3-5 YEARS AGO 4% 2% 28% 38% 40% 60%CREATING CONTENT ONLINE COLLABORATION, ASSET SHARING, AND MANAGEMENT ITERATING ON DESIGNS AND GETTING APPROVALS MEETINGS / ADMINISTRATION OTHER NO CHANGE IMPORTANCE OF COLLABORATING WITHIN THEIR DESIGN TOOLS NOT IMPORTANT IMPORTANT 9% 73%
  7. 7. WHAT CREATIVES NEED FROM THEIR DESIGN COLLABORATION TOOLS TO BE MORE EFFECTIVE Demand for streamlined processes is increasing 7 EFFORT NEEDED FOR ASSET SHARING COMPARED TO FIVE YEARS AGO CHALLENGES WITH ASSET SHARING
  8. 8. STAYING THE SAME 20% DECREASING 4% INCREASING 69% Optimism about Artificial Intelligence (AI) 8 HOW CREATIVES SEE THEIR USE OF ARTIFICAL INTELLIGENCE CHANGING OVER THE NEXT FIVE YEARS WON’T USE AI 7% OF CREATIVES SAY AI WILL NOT TAKE OVER THEIR JOB RESPONSIBILITIES* 55% DESIGN PROCESS BEING AUTOMATED TODAY *The individuals surveyed for this question are creative practitioners, not creative management.
  9. 9. Creatives and marketers struggle to deliver on personalization demands 9 IMPORTANCE OF PERSONALIZING CONTENT AND DESIGNS ACROSS THE CUSTOMER JOURNEY HOW WELL CREATIVES AND MARKETERS SAY THEIR COMPANIES PERSONALIZE CONTENT THE AMOUNT OF CREATIVE OUTPUT INFORMED BY DATA 70% SAY IT’S IMPORTANT AVERAGE 20% GOOD 47% EXCELLENT 28% POOR 5% LESS THAN 50% 16% 50% 26% 75% 45% 100% 8% DON’T KNOW 4%
  10. 10. Creatives and marketers need more alignment 10 HOW OFTEN MARKETERS AQUIRE CREATIVE ASSETS OUTSIDE OF THE CREATIVE DEPARTMENT ASPECTS OF THE CUSTOMER EXPERIENCE IMPACTED BY DATA 51% ALL THE TIME OR OFTEN S *The individuals surveyed for this question are creative practitioners, not creative management.
  11. 11. Creatives and marketers need more alignment 11 CREATIVES RELATIONSHIP WITH MARKETERS MARKETERS RELATIONSHIP WITH CREATIVES
  12. 12. CREATING AN IN-HOUSE AGENCY 19% OUTSOURCING MORE TO AGENCIES 15% Use of in-house agencies on the rise 12 HOW CREATIVES ARE SOLVING FOR THE INCREASE IN CONTENT WORK OUTSOURCED TO AGENCIES WORK BEING BROUGHT IN-HOUSE SOCIAL MEDIA CAMPAIGNS GRAPHIC DESIGN WORK WEBSITE DESIGN BRAND CAMPAIGNS OR OTHER CAMPAIGNS PHOTOGRAPHY VIDEO UX/UI OR OTHER CUSTOMER EXPERIENCE DESIGN 3D DESIGN MOTION/ANIMATION DESIGN NONE OF THESE 38% 36% 35% 32% 24% 18% 16% 10% 9% 19%

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