When the going gets tough, the tough get more creative, a new survey suggests. Forty per cent of marketing and advertising executives polled said campaigns become more innovative when budgets are lean. Twenty-six per cent felt that tight spending had no effect on creativity levels.
The national study was developed by The Creative Group and conducted by an independent research firm. It is based on 250 telephone interviews with advertising executives randomly selected from the 2,000 largest advertising agencies and senior marketing executives randomly selected from the 2,000 largest companies.
Advertising and marketing executives were asked, In general, do you think advertising and marketing campaigns become more or less creative when budgets are lean?
“In a challenging economic climate, businesses rely on their marketing teams to develop campaigns that resonate with consumers who are more selective in their spending,” said The Creative Group’s Megan Slabinski. “Firms that lack the resources to support traditional marketing initiatives may be willing to go out on a limb and try something different.”