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iStock: Lack of time, support and budget killing creative inspiration
The arrival in my inbox today of results from an iStock survey of creatives bemoaning their lack of in-house time and support to find inspiration, brought back memories of my time in ad agencies.
According to iStock's 'Free the Creative' survey, creatives aren't being given enough time, money or support to perform at their best. Back in the 90s when, as a suit, I directed, but mostly annoyed, creative personnel in global agencies, creative was king. We hung on their every word, and image request.
Marketing and creative industries have always been full-pace, high-pressure environments, but creativity was always the most important element of a campaign on which to focus and get right.
However, iStock's survey of 400 creative professionals, including art directors and graphic designers among others, found that in today's creative environment there appears dwindling room for inspiration and little time and money with which to execute inspired, unique content.
Key findings of the survey include:
- 60% of creatives have had "great ideas" in the last year but have not been given enough time or support to put them to work;
- 70% want more "creative time";
- 63% feel they do not have enough time for "creative reflection and inspiration";
- 23% spend less than two hours of their day doing "creative" work.
"Our research raises questions around the state of creativity today in industries vital to the global economy," said Ellen Desmarais, general manager at iStock. "When you consider that global revenues last year in the advertising industry alone were nearly half a trillion dollars*, declining creativity is cause for alarm and should prompt an industry-wide discussion. The bottom line - we need to free the creative."
However, it's good to see that client critiques about creative work are still giving stressed-out creative departments a much-needed laugh. When asked about the type of feedback they had received from clients, answers included "Make this scene 15% funnier" and "Make the black darker".
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