Marketing Execs Want More Creative Risk

RESEARCH BRIEF

FROM THE CENTER FOR MEDIA RESEARCH

Wednesday, November 12, 2008

According to a study from The Creative Group, 65% of marketing executives and 45% of ad execs think their firms don't take enough creative risks when developing 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 risks. Nearly two-thirds believe their firm either doesn't take enough risks or plays it much too safe when developing creative work for clients.

Ad executives are more satisfied with number of risks their firm takes. While 6% believe their firm takes too many risks, 48% believe their firm is taking the right amount and 45% think they either don't take enough risks or play it too safe.

Megan Slabinski, executive director of The Creative Group, opines "... when budgets are lean, it can be an opportune time for firms to try new or unproven promotional strategies and distinguish themselves from competitors."

The Creative Group findings, coupled with experience, leads the firm to suggest the following:

• Make certain that the idea is an initiative that could genuinely move your company forward. Take ego out of the equation
• Double-check all information for accuracy before you present it. Minor errors can quickly erode credibility
• When pitching ideas, use the same terminology that your audience does and avoid creative jargon
• Understand the challenges decision makers face and the pressures they are under. View things from your audience's perspective.

For more information from Creative Group please visit here.

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