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State of Creativity in Business 2017 -- Infographic

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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 -- Infographic

  1. 1. THE STATE OF CREATIVITY IN BUSINESS WHO WHERE WHEN HOW United States Sept. 11-18, 2017 Online survey conducted via Advanis 600 creatives and marketers who work at agencies and brands High content volume has led to more complexity Optimism about Artificial Intelligence Creatives and marketers struggle to deliver on personalization demands Creatives and marketers need more alignment Use of in-house agencies on the rise TOP SURVEY FINDINGS Demand for streamlined processes is increasing What creatives are spending more time on today than 3-5 years ago Importance of collaborating within design tools How creatives are solving for the increase in content and design production 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 4% 2% 28% 60% 38% 40% CREATING CONTENT ONLINE COLLABORATION, ASSET SHARING, AND MANAGEMENT ITERATING ON DESIGNS AND GETTING APPROVALS MEETINGS / ADMINISTRATION OTHER NO CHANGE 55% of creatives say AI will not take over their job responsibilities* How creatives see their use of artificial intelligence changing over the next five years Importance of personalizing content and designs across the customer journey How well creatives and marketers say their companies personalize content STAYING THE SAME DECREASINGINCREASING I WON’T BE USING ARTIFICIAL INTELLIGENCE OR MACHINE LEARNING IN THE NEXT FIVE YEARS SAY IT’S IMPORTANT Good The amount of creative output informed by data LESS THAN 16% 50% 26% 75% 45% 100% 8% DON’T KNOW 4% How often marketers acquire creative assets outside of the creative department Aspects of the customer experience impacted by data ALL THE TIME OR OFTEN CREATIVES* MARKETERS 43% 67% 42% 58% 30% 37% 34% 36% 22% 28% MARKETING CAMPAIGNS BRAND AWARENESS PURCHASE EXPERIENCE PRODUCT DESIGN UX/UI (OR OTHER CUSTOMER EXPERIENCE) DESIGN MARKETING CAMPAIGNS BRAND AWARENESS PURCHASE EXPERIENCE PRODUCT DESIGN UX/UI (OR OTHER CUSTOMER EXPERIENCE) DESIGN SOCIAL MEDIA CAMPAIGNS GRAPHIC DESIGN WORK WEBSITE DESIGN BRAND CAMPAIGNS OR OTHER CAMPAIGNS PHOTOGRAPHY 38% 36% 35% 32% 24% 39% GRAPHIC DESIGN WORK 36% WEBSITE DESIGN 32% PHOTOGRAPHY 32% VIDEO 25% BRAND CAMPAIGNS OR OTHER CAMPAIGNS Design work brands are outsourcing to agencies most Design work brands are bringing back in-house How creatives are solving for the increase in content CREATING AN IN-HOUSE AGENCY OUTSOURCING MORE TO AGENCIES © 2017 Adobe Systems Incorporated. All Rights Reserved. Methodology Optimism about Artificial Intelligence 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 Use of in-house agencies on the rise Change in amount of content being created in the last 5 years THE SAME DECREASEDINCREASED 65% 21% 14% 51% Use of stock content in designs over the last 5 years INCREASED OVER TIME DECREASED OVER TIMESTAYED THE SAME 51% 39% 10% Creative workflows compared to 5 years ago THE SAME MORE COMPLICATEDMORE SIMPLE 39%24% 37% 20% 4% 7%69% IMPORTANTNOT IMPORTANT 9% 73% 70% 15%19% AVERAGEPOOR 5% 20% 28%47% EXCELLENTGOOD 55% * THE INDIVIDUALS SURVEYED FOR THIS QUESTION ARE CREATIVE PRACTITIONERS, NOT CREATIVE MANAGEMENT

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