We understand the constant demand for creativity in agencies, with brands expecting fresh ideas on a weekly, and sometimes daily basis in order to keep up with competitors. This pressure to deliver ‘newness’ and create impactful campaigns can be overwhelming.
How can we expect our teams to consistently generate innovative concepts without facing burnout or falling into repetitive ideation patterns?
Despite the rapid influx of briefs, expectations remain high. In fact, 70% of branding professionals report that creative briefs are becoming more complex, and 65% say they need to complete these briefs faster than ever before.
What about the ideals? When selecting an agency, 73% of clients prioritise relevant experience and expertise, and 69% place high on value the chemistry between themselves and the agency.
However, 33% of winning projects are chosen for their practicality, affordability, and deliverables, indicating that the final decisions often favour safer options over idealistic ones that will break the mould.
Does the budget align? Half of marketers allocate ‘medium budgets’ to most projects, suggesting a cautious approach to creating standout campaigns while still managing a constant flow of new briefs.