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Creative-IT Collaboration on the Rise

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As technology drives today’s digital marketing world, creative and information technology (IT) professionals are finding themselves working together more frequently. But this new partnership is not without challenges, research from The Creative Group and Robert Half Technology shows.

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Creative-IT Collaboration on the Rise

  1. 1. The Creative Group survey of 400 U.S. advertising and marketing executives. Robert Half Technology survey of more than 2,400 U.S. chief information officers. © 2015 Robert Half International. An Equal Opportunity Employer M/F/Disability/Vet. Getting different departments to work together is often easier said than done. Research shows that while creative and information technology (IT) teams are collaborating more closely, barriers to effective partnering persist. CREATIVE-IT COLLABORATION ON THE RISE
  2. 2. The Creative Group survey of 400 U.S. advertising and marketing executives. Robert Half Technology survey of more than 2,400 U.S. chief information officers. © 2015 Robert Half International. An Equal Opportunity Employer M/F/Disability/Vet. 30% Compared to three years ago, how closely are you collaborating with technology leaders within your company? Much more closely Responses do not total 100 percent due to rounding. WE ASKED CREATIVE EXECUTIVES 55% say they are collaborating more closely with technology leaders 25%Somewhat more closely The same amount 3%Somewhat less closely 39% Much less closely 1%Does not apply/no technology leaders 0% Don’t know 1%
  3. 3. The Creative Group survey of 400 U.S. advertising and marketing executives. Robert Half Technology survey of more than 2,400 U.S. chief information officers. © 2015 Robert Half International. An Equal Opportunity Employer M/F/Disability/Vet. TOP RESPONSES FROM CREATIVE EXECUTIVES What is the #1 challenge for creative/marketing professionals when collaborating with IT peers? Communication & Working Together “Understanding their tech terms — they’re forever changing.” “Finding a common verbal agreement. Tech pros think it’s all about the tools and creative pros think it’s all about the ideas.” “Accepting constructive criticism.”
  4. 4. The Creative Group survey of 400 U.S. advertising and marketing executives. Robert Half Technology survey of more than 2,400 U.S. chief information officers. © 2015 Robert Half International. An Equal Opportunity Employer M/F/Disability/Vet. TOP RESPONSES FROM CREATIVE EXECUTIVES What is the #1 challenge for creative/marketing professionals when collaborating with IT peers? Project & Execution Logistics “Getting their attention — professionals in IT are often only accustomed to working with other professionals in IT.” “Figuring out if they have time to even get involved with what we’re doing.” “Being clear about what the purpose of our meetings are and what needs to be accomplished.” ?
  5. 5. The Creative Group survey of 400 U.S. advertising and marketing executives. Robert Half Technology survey of more than 2,400 U.S. chief information officers. © 2015 Robert Half International. An Equal Opportunity Employer M/F/Disability/Vet. 12% Compared to three years ago, how closely are you collaborating with creative leaders within your company? Much more closely Responses do not total 100 percent due to rounding. WE ASKED IT EXECUTIVES 33% say they are collaborating more closely with creative leaders 21%Somewhat more closely The same amount 3%Somewhat less closely 37% Much less closely 23%Does not apply/no creative leaders 2% Don’t know 1%
  6. 6. The Creative Group survey of 400 U.S. advertising and marketing executives. Robert Half Technology survey of more than 2,400 U.S. chief information officers. © 2015 Robert Half International. An Equal Opportunity Employer M/F/Disability/Vet. What is the #1 challenge for IT professionals when collaborating with creative/marketing peers? “Lack of communication — they sometimes make decisions and put things in process without asking for input from the people who actually make the technology work.” “Communicating technical details concisely and making sure they understand what those details mean.” “Managing expectations because they want things that don’t exist.” TOP RESPONSES FROM IT EXECUTIVES Communication & Working Together
  7. 7. The Creative Group survey of 400 U.S. advertising and marketing executives. Robert Half Technology survey of more than 2,400 U.S. chief information officers. © 2015 Robert Half International. An Equal Opportunity Employer M/F/Disability/Vet. TOP RESPONSES FROM IT EXECUTIVES What is the #1 challenge for IT professionals when collaborating with creative/marketing peers? IT-Related Challenges “Making sure the creative/marketing department is aware of the tools available in the market.” “Being able to afford what it is they’d like us to do.” “Trying to get the creative/marketing department to understand the time it takes to complete web projects.” ?$
  8. 8. The Creative Group survey of 400 U.S. advertising and marketing executives. Robert Half Technology survey of more than 2,400 U.S. chief information officers. © 2015 Robert Half International. An Equal Opportunity Employer M/F/Disability/Vet. How well are your company’s creative and IT teams working together? CREATIVE-IT COLLABORATION ON THE RISE For more workplace research, visit the TCG blog and the Robert Half Technology blog.

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