Dec 23, 2008

Creative Risk

According to a recent study, 65% of marketing executives and 45% of advertising executives think their firms don't take enough risks when deploying marketing and advertising projects.

Among marketing executives, only 33% said they take the "right" amount of risks, and a mere 1% said they take too many. Nearly two-thirds believe their firm either doesn't take enough risks or plays it too safe when developing creative work for clients.

Companies tend to become more risk-averse in an uncertain economy,” said Megan Slabinski, executive director of The Creative Group, a specialized staffing service for advertising and marketing professionals who backed the study. “But when budgets are lean, it can be an opportune time for firms to try new or unproven promotional strategies and distinguish themselves from competitors.”

Its a good think that marketing and advertising professionals see opportunities to continue to push their own levels of creativity. That's why clients hire them. Good, creative ideas seem to perish when there’s no one to effectively champion them. But all too often, those same ad and marketing execs fail to view things from their audience’s perspective. Understanding the challenges decision makers face and the pressures they are under will help in presenting the most relevant information, and sell ideas in ways that c-suite offers understand and value.