The State of Creative Process in Marketing | MMA Global

The State of Creative Process in Marketing

June, 2024
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We are on the cusp of a creative revolution.

Conducted in partnership with Canva, and based on the input of close to 100 senior creative decision makers, MMA Global's first benchmark study on the state of creative process provides a guide for marketers looking to refine their approaches and drive increased value with their creative efforts.

Marketing creativity is at a pivotal moment. The process has grown increasingly complex, yet its importance has surged, with 77% of marketers declaring it more vital than ever. This heightened focus on creative is not just a trend; it's a necessity driven by the rapid advancements in marketing technologies and deep changes in the media ecosystem. In fact, 80% of marketers see the rise of data and analytics as a significant boon, enhancing their ability to craft compelling and effective creative strategies and revolutionize creative processes.

However, there are significant challenges. Less than 40% of marketers believe they are making the right investment in creative talent and tools, highlighting a critical gap between perceived importance and actual resource allocation. Additionally, measuring the ROI of creative efforts remains elusive, with fewer than 40% confident in their ability to accurately assess its impact. In light of these challenges, there is a notable shift towards in-housing creative functions. On average, a net one-third of marketers is expected to increase its in-house creative operations, seeking greater transparency, strategic alignment, and cost efficiency.

As we look ahead, these key data points emphasize the need for strategic investment in creativity, the integration of advanced technologies, and a robust approach to measuring effectiveness. The future of marketing will increasingly hinge on our ability to navigate these complexities and harness the full potential of creative innovation.

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