1、“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(U

2、S)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 mu

3、ch 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

4、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

5、 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.Ke

6、y 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 communityI