Like many in marketing, creatives have been doing more with less for a long time. Last year, however, brought things to new extremes.
Despite resources cut by about one-third, in both staffing (31%) and budget cuts (31%) more than half (58%) of creative and design teams say they were met with larger workloads.
Those are among the findings from the 2021 Creative Management Report, which polled over 400 creatives and marketers. The fourth annual report is a collaborative effort fielded by inMotionNow and InSource, an industry association for creatives.
The study shows creative teams rose to the occasion. They brought their problem-solving talents and adaptability together in a time when marketing and the business needed it the most.
For example, more than half (57%) of creatives say they became more productive. Further, two-thirds said they were asked to learn new technical skills such as digital interactivity, video, live streaming, and podcasting.
These skills proved essential to marketing as work went remote, events went virtual, and most of the budget went to digital. In other words, marketing became increasingly reliant on creatives… Read More