The World Federation of Advertisers (WFA) has published a study on Customers and Creativity , a survey that brings together more than 34 global markets in Europe and 27 companies in Spain. It reflects that for 82% of those surveyed, creativity continues to be a challenge for the industry. Google points out that the number of advertising messages received 15 years ago was around 5,000 messages per day . Today the number increases to more than 10,000 messages a day.
The main challenges of the industry
The barriers that the industry industry email list faces are, according to those surveyed internationally: The culture of not taking risks , the short-term vision and that too many people make decisions in the creative process , but their responsibilities are not clear. In the case of Spain, the barriers that take on the most weight are : short-term vision (54%), budget reduction (42%) and risk aversion (42%). And as proposals for improvement, they are: trying to better understand what the client wants, improving the ways of collaboration between external partners and the company’s internal teams, and an improvement in the briefing process.
When it comes to creativity you can't play it safe
The study points out that when betting BRB Directory on a marketing strategy, large multinationals tend to adopt a metaphorical security blanket, going to what they know and know that works. This is the reason for the status-quo of the marketing world: playing it safe. Andy Nairn , founding partner of Lucky Generals points out that marketers have accumulated too many rules and assumptions about audiences and brands. But the best campaigns are the ones that break the rules. “It’s a skill to know what rules to break and when to do it ,” says the professional.