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“Creativity is at a crossroads.With the rise of technology and data,marketers are expected to be more tactical and exact in every brand action,however bold.And bold creativity requires guts.In the coming years,well see how data,technology,and guts fall into balance.”BRAND MANAGER|FOOD&DRINK SECTOR(US)State of Creativity Study 20232What a difference a year makes.Our 2022 State of Creativity report found creativity in flux;pressure to produce great creativity at speed was made worse by a talent war and the challenge of convincing stakeholders of the need to invest in creativity.This year sees much higher confidence in creativity.There is a real desire to deploy great creativity for growth,but a sense that uncertainty is holding us back.The pressing issues this year are macro-global uncertainty has put downward pressure on budgets.Creatives and marketers are having to work harder than ever to prove the value of creativity.Most important is demonstrating a clear link between creativity and commercial outcomes.On the plus side,creativity has the interest of the C-suite.There is a call to bring the CEO and CFO in on the conversation and prove to them the value of investment in creativity and how it can power growth.In this third edition of the state of creativity study youll find:1.Insights from our survey of over 2,400 creatives and marketers Whats on their minds,whats influencing the state of creativity in their worlds and what they are doing to use creativity to best effect.2.Key trends on how to lead with creativity.Learning from those doing well,such as how to:Build a happy relationship with AI to amplify human capabilities;Balance the long and the short by building brand-building devices into short-term activations;Forge deeper collaborations with the creator communityInstill best practice approaches across the marketing organisation which set firm foundations for great creativity to flourish.This report is brought to you by LIONS Advisory,a team within the LIONS business dedicated to supporting brands with creative transformation.We help companies build the foundations for creative excellence and effectiveness,and set the conditions for creativity that wins awards and fuels growth.LIONS Advisory has worked with a broad range of renowned global brands across different categories.We hope you enjoy this report,its filled with examples taken from The Work,a platform with every Cannes Lions entry since 2001.Wed love to hear from you if you have any ideas or would like to discuss the findings further.EXECUTIVE SUMMARYSPENCER FOXVP,LIONS ADVISORYSpencerF3State of Creativity Study 2023The industry in numbers-P.5Sentiments today-P.7The trends-P.8Action 1:Amplify human creativity by co-creating with AI-P.10Action 2:Inject more brand-building devices into your short-term activations-P.17Action 3:Collaborate more with the creator economy-P.26 Action 4:Enhance creativity with structure-P.34Final thought starters-P.40Further reading-P.41 REPORTCONTENTSLIONS MethodologyIn December 2022,we conducted a global survey where we asked more than 2400 marketers,creatives,media owners,tech specialists and creative education bodies from 102 different countries their biggest challenges,opportunities and priorities for 2023.Supported throughout by insight from creative leaders and Lion-winning brands State of Creativity Study 20234state ofcreativitytodayinTheDownward pressures on budgetsDemonstrating the link between creativity and business growthConvincing stakeholders to invest in creativitynumbers.50%47%45%At a global level,macro economic pressures and the impact on budgets,along with a heightened focus to demonstrate the link between creativity and business growth,are the biggest challenges facing the creative community today.On a regional level,the view is slightly different.In North and Central America,the recession is slightly less keenly felt-changing consumer habits are the biggest concern.In Asia,the biggest external challenge is media and audience fragmentation.Europe sees the highest proportion of people citing inflation and the cost of living crisis as the biggest external challenge(56%).What the collective responses tell us on your challenges,opportunities and priorities for creativityBiggest external challengesAnd internal challengesRising inflation and cost of livingMedia and audience fragmentationUnderstanding changing consumer habits54%47%45%State of Creativity Study 20235state ofcreativitytodayinThenumbers.60%of respondents said they will see a reduction of creative investment budget to some extent.25%said it will stay the same,with only 14%seeing an increase.Whilst brand leaders state they are prioritising investment in the customer journey,creative partners believe brand leaders are prioritising investment in targeted promotions and activations to drive sales uplift.To what extent has the prospect of recession impacted your budget for creative investmentReduced by 50%Reduced by 25%Stayed the sameReduced by 75%3%12%38%30%12%4%1%2%BRANDBRANDCREATIVE PARTNERSCREATIVE PARTNERS16%43%24%7%4%2%Increased by 25%Increased by 50%Increased by 75%Priority for creative investmentsImpact to creative investment budgetT argeted promotions/activations to drive sales upliftEnhancing the customer journey and brand experience44%67%49%42%State of Creativity Study 20236state ofcreativitytoday inThewords.The huge potential of the creative industry took centre stage in responses this year,but optimism was often offset by doubt.Respondents questioned whether the industry could reach its full potential,saying its“limitless,but limited”.But to foster creativity,we must see these constraints as opportunities,not limitations.We need to use small budgets as a catalyst for creativity,a way to look at challenges in different ways to find new solutions.70 years of award winning work has taught us that creativity is found at the edges,and constraints are what push us there.As one respondent put it,the industry may be“challenged by declining budgets,but it is more important than ever because of declining budgets”.The survey revealed a positive shift toward“greater collaboration outside the creative domain”,with many praising its impact on innovation and problem solving.This is an effective route to more diverse ideas.Joint research from Deloitte Digital and LIONS revealed that one of the key elements of successful creative business transformation is finding“hidden”creatives from unlikely sources not just every employee across the business,but also external partners,suppliers,and customers.“We are encouraging collaboration and open mindedness to work with groups and people outside of the creative team”“Its no longer technology vs.creativity.technology and creativity must be linked for true creativity and impact.”“New technology has given new boost/inspiration to creativity.It extends the boundary and imagination for creativity.The new challenge is on having the right talents and teams who can master the new skill and blend with the traditional craft of storytelling and brand experience building.”“Wanting to grow,but limited by budget”Benefiting from more“cross-functional collaborative teams”“T oo focused on tech,not enough on art”The next decade will be about balancing tech with art.There is a lot of hype around technology and its impact on creativity,but rather than see one as more critical than the other,there is more value in seeing the power of the two together.You told us“when hiring people who code,we must not forget to also hire creatives”.Keep the balance between mind and machine.MIDDLE MANAGER|AGENCY(IRELAND)SENIOR EXECUTIVE|AGENCY(CANADA)SENIOR EXECUTIVE|AGENCY(ASIA)State of Creativity Study 20237T op T rends“As AI surges,creativity is needed more than ever”.65%of respondents cited AI as the most important tech trend in 2023,and more than a third of respondents plan to experiment with signal based marketing through AI.Lion winners show AI enabling hyper-personalisation,and creativity at scale.The big question on everyones mind is“How can we harness its power rather than be threatened by it?”Results of our research find that synergism will be the driving force behind groundbreaking creativity over the next few years.Here we uncover four of the most powerful alliances that emerged from the survey.Mind meets MachineAmplify human creativity by co-creating with AICollaborate more with the creator economyInject more brand-building devices into your short-term activationsEnhance creativity with structureElevate Short-term T acticsCommunity CollaborationProcess for ProgressDownward pressures on budget(cited by 50%as the biggest internal challenge)are leading to resourceful creativity.Added to this“paid media on social”gleaned the highest rating for“best value for money”.Its no surprise then that 74%of brands and 64%of creative partners are choosing to“work with content creators”in 2023.Popularity for the big social platforms is in the mix;so how should you engage in community building via the creator economy this year?For creativity to flourish,leaders and employees need tools,methods and training.From collaboration across teams to making time to celebrate success and learn from failures,the biggest Lion winners show us that every creative journey requires commitment to a creative structure and process.In this section,you will learn how to turn specific structures and processes into creative effectiveness and growth.“Clients are betting on short-term strategies whilst maintaining brand essence”.As rising inflation and the cost of living bite,almost half of respondents(48%)are prioritising investment in targeted promotions to drive sales uplift above brand-building and customer experience.As short term demands grow,youre asking:what short-term creative approaches will also benefit brands in the long-run?1 2 34TREND DETAIL ACTIONACTIONACTIONACTIONTRENDTRENDTRENDDETAILDETAILDETAILState of Creativity Study 20238YOUR NEXT STEPSHow to leverage the synergies powering creative impactState of Creativity Study 202391AI dominated responses in the survey this year,with 65%of brands and agencies citing it the most important emerging tech for 2023.According to Gartner,by 2025,10%of all data produced,and 30%of all outbound marketing messages from large brands,will be from Generative AI.Many welcome its efficiencies;“AI is playing a much bigger role in the field of creativity.It is used more and more to enhance creativity as it provides new tools and platforms that make it easier for people to be creative”.Others worry it will damage creativity;“Will AI generation kill the creative industry through ChatGPT,Dalle-E and all the other daily appearing AI tools?”.Our recommendation is to cautiously embrace AI.Mind and machine shouldnt be an“either-or”in the context of creativity.The best ideas come from the crossroads of creativity,technology and humanity.As the late Author Ken Robinson said,imagination and creativity are what fundamentally set us apart from anything else on earth.For now,that still includes AI.Success will come from combining the attributes that set us apart from technology,with those that set technology apart from us.Amplifyhuman creativity by co-creating with AI10State of Creativity Study 2023“Creativity is at risk of competing with AI,so creatives should define what makes them as creative human beings different from AI,what unique skills they have that cannot be replaced with AI.”MARKETING MANAGER|BRANDYou told usState of Creativity Study 202311AI offers the creative industry more agility,a luxury you have been asking for.Last year,you told us that mundane tasks are eating into your opportunities to get creative.It is now an option to use the tools we have been anticipating to free up more time.Take the Creative B2B Lions Grand Prix winner by paint company Sherwin-Williams.Speaking in Color is an AI-powered paint tool for architects so they can create custom colours through voice.Speaking the words“drinking champagne on the French Riviera at sunset”triggers the technology to search millions of images to find the exact colour in your head.This tool can turn hours of manual work into seconds.But its still reliant on human ideas and imagination to work.It presents a balanced way to bring AI and humans together-using tech to enhance productivity,not remove creativity.Enhance creative agility i.SPEAKING IN COLOR|SHERWIN WILLIAMS 2022WUNDERMAN THOMPSON MINNEAPOLIS GRAND PRIX CREATIVE B2B LIONS“AI is playing a much bigger role in the field of creativity.It is used more and more to enhance creativity as it provides new tools and platforms that make it easier for people to be creative.It dramatically reduced the time and effort needed to generate new ideas or concepts.”DIRECTOR|AGENCYYour next stepsState of Creativity Study 202312Deepfakes are shaping creative experiences.Although synthetic media can spark ethical concern,Lion-winning work has shown promising applications that deliver cost-effective,high-quality,highly personalised and scalable creative.Cadbury Celebrations took hyper-personalisation to a new level by allowing small local businesses to make Indias biggest celebrity Shah Rukh Khan its own brand ambassador.Anyone could recreate his face and voice to promote their business.It demonstrates how AI can be applied as a tool to power a human idea.And how brands can now venture into new spaces that allow for personalisation at scale.Consider a working environment that encourages the sharing of unimaginable creativity.And collaborate with experts across the business and externally to see how AI can help to make them happen.Scale through hyper-personalisation ii.SHAH RUKH KHAN-MY-AD|CADBURYS 2022OGILVY MUMBAI TITANIUM LIONSYour next steps13State of Creativity Study 2023Generosity was an emerging theme in jury rooms last year.Jurors across the board particularly praised the sharing of solutions that repair fractions in society.Project Understood empowered people with Down syndrome to teach Google Assistant to recognise their voice more accurately.The partners then presented their findings at the UN,to help other tech companies make their voice technology more accessible.Consider how you can work alongside or collaborate with other organisations or competitors for mutual benefit,growth and to help solve an environmental,societal or cultural concern together.Share your solutions iii.PROJECT UNDERSTOOD|CANADIAN DOWN SYNDROME SOCIETY 2022FCB TORONTO GOLD CREATIVE EFFECTIVENESS LIONS“In their applications of AI,brands were trying to stretch beyond driving their own business impact:they were actually investing in new approaches that other brands could also replicate.There was a real generosity emerging in the work.”ROSIE COLLINS HEAD OF STRATEGY|BBH LONDON CREATIVE EFFECTIVENESS JUROR 2022Your next stepsState of Creativity Study 202314AI-powered tools can help to democratise experiences.Project Convey uses AI to help people on the autism spectrum better identi
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