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Attitudes toward creativity among agencies, brands, and creative partners worldwide as of February 2022

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Source

Release date

February 2022

Region

Worldwide

Survey time period

as of February 2022*

Number of respondents

> 3,350**

Supplementary notes

* The source does not specify the survey date; the date provided is the date of release.

** Including over 3,300 experts and more than 50 in-depth interviews.

The source does not specify the survey method.

Citation formats

Attitudes toward creativity among agencies, brands & creative partners worldwide 2022

Published by ÌÇÐÄÆƽâ°æ Research Department, Jun 9, 2023
During a global survey released in early 2022, ** percent of responding creative partners reported believing that it was most important to upskill talent in strategic creative thinking. Among overall respondents, ** percent of brands and ** percent of creative partners stated that securing talent is the most difficult aspect of transformational creativity for them to deliver. Meanwhile, only ** percent of brands expressed extreme confidence in applying commercially successful creativity.
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Cannes Lions International Festival of CreativityAdvertising agencies in the U.S.Travel agencies in the United Kingdom The Interpublic Group of Companies (IPG)WPP plc
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