Creativity in pR | A Global Study 2014

In association with H+K Strategies Co-authored by Now Go Create

holmesreport.com/focus/creativity | 2

At a recent internation-al PR conference I had the privilege of sitting on a panel that explored the importance of cre-ativity within the pub-lic relations industry.

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INTRODUCTIONCreativity in PR | A Global Study

Arun Sudhaman7(9;5,9�(5+�,+0;69�05�*/0,-

There is a creative move-ment going on. The 3rd edition of our Global Crea-tivity in PR study shows creativity is now being se-riously prioritised in many agencies. It’s not just be-ing talked about, it’s being implemented in terms of

process, structure and training.

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Claire Bridges-6<5+,9��*9,(;0=,�*65:<3;(5*@��56>�.6�*9,(;,

holmesreport.com/focus/creativity | 3

This years report shows some progress around creativity. What it more clearly also shows us is [OH[�[OL�ºIHSS�PZ�Z[PSS�ÄYTS`�PU�V\Y�court.’ If we focus around deliver-PUN�[OL�TVZ[�LɈLJ[P]L�JVTT\UP-cations for our clients, in whatever form they take and in whatever channels they use, then creativity will be at the heart of the best.

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INTRODUCTIONCreativity in PR | A Global Study

CONTENTSCreativity in PR | A Global Study

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0U�������[OL�IHSS�PZ�YLTHPUZ�ÄYTS`�PU�V\Y�JV\Y[�»�0[�PZ�VUS`�I`�JVTIPUPUN�V\Y�L_PZ[PUN�ZRPSSZ�^P[O�UL^�ZRPSSZ��^PSS�^L�IL�\UPX\LS`�WSHJLK�UV[�VUS`�[V�IL�WHY[�VM�[OL�JYLH[P]L�HNLU-KH�I\[�SLHK�[OL�JYLH[P]L�HNLUKH�

Simon Shaw*/0,-�*9,(;0=,�6--0*,9

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Business ValueIdeas & QualityBarriers+YP]LYZ� �+LÄUP[PVUTalent & InvestmentTechniques & ToolsCreativity is...

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holmesreport.com/focus/creativity | 4

BUSINESS VALUECreativity in PR remains business-critical

This year’s study reiterates how cre-ativity has become a critical element in how businesses perceive PR val-ue. In-house respondents were asked how important creativity is to their de-cisions to hire and retain an agency.

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CLIENT VIEW

“We’re all aware of today’s trends: doing more with less, audience fragmentation and blurring, proliferation of channels, time poor journalists and the rise of ‘citizen journalism’, increasingly discerning audiences, the list goes on. They mean that as a client we have to be braver, we want

to test and learn and we want to work with agencies that challenge us. I want to see agencies step forward with big ideas and the same level of creativity what-ever sector or audience we are working in. I believe this represents an exciting opportunity and it’s good to see agencies progressing in the right direction.”

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10.2%

<5 6 7 8 9 10

7.9% 8.7%

29.9%

22.1% 21.3%

If you are in-house, how important is creativity in your decision to hire & retain an agency? 10 being fundamental and 1 being unimportant

holmesreport.com/focus/creativity | 5

BUSINESS VALUE…but clients are unconvinced of PR agency creativity

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“What has been incredibly exciting in 2014 is the continued demand for more creative solu-tions in the B2B space. We have seen much greater success of B2B clients at Cannes and a trend for more entries in this space. My ex-perience is that some of our most exciting

work in now in this space. Our clients are contin-uing to demand a deep sector understanding but combining this with a demand for a highly creative approach. As we continue to see more transparen-cy in communications, a blurring of audiences and JOHUNPUN�PUÅ\LUJL�^L�HYL�NVPUN�[V�ZLL�TVYL�HUK�more award winning work from our B2B clients.”

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<UZ\YWYPZPUNS �̀�[OLU��VUS`�43% of clients are TVYL�SPRLS`�[V�HWWYVHJO�[OLPY�79�HNLUJPLZ�MVY�IPN�JYLH[P]L�PKLHZ�[VKH`�[OHU�[OL`�^LYL����TVU[OZ�HNV��;OL�YLTHPUPUN�57% either ZHPK�UV�VY�ZHPK�[OLYL�OHZ�ILLU�UV�JOHUNL�

Yes, consistently

Yes, sporadically

No, it’s a constant challenge

Not at all

17.6%

51.1%

28.6%

2.7%

If you work with an agency, how happy are you with the creative capabilities of your agency?

14.8%

42.2%

43%

YesNo No change

Compared with 12 months ago, are you more or less likely to approach your PR agency for big creative ideas?

holmesreport.com/focus/creativity | 6

BUSINESS VALUE>OLYL�KV�79�ÄYTZ�YHUR&

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CLIENT VIEW

“The lines between above-the-line and below-the-line marketing seamlessly blur into each other more and more which means that PR agencies must step up their creative game or risk hav-ing other marketing disciplines grab the brass ring of idea generation. If PR agencies want to

become increasingly more impactful, the quality of their creativity will determine how far they can go.”

7,;,�4(9056��*/0,-�7<)30*�(--(09:�(5+� *644<50*(;065:�6--0*,9��4033,9*669:�

2. Digital Agency

7. Other type of agency

1. Advertising Agency

3. PR Agency

4. Media Agency

5. Experimental Agency

6. Content Agency

Please rank the creative quality of your various agencies (7 is highest and 1 is lowest)

holmesreport.com/focus/creativity | 7

BUSINESS VALUERoom for improvement

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6[OLY�HYLHZ�[OH[�HYL�YPWL�MVY�JYLH[P]L�PTWYV]L-TLU[!�:[VY`[LSSPUN��48%���PUZPNO[�WSHUUPUN��42%���TLKPH�YLSH[PVUZ��32%��HUK��ZPNUPÄJHU[S �̀�PU�[OL�X\HSP[`�VM�[OLPY�JYLH[P]L�WLVWSL��29%��

;OLYL�PZ�HSZV�H�THYRLK�PUJYLHZL�PU�[OL�WYVWVY[PVU�JSPLU[Z�SVVRPUN�MVY�79�ÄYTZ�[V�PTWYV]L�JYLH[P]P[`�PU�[LYTZ�VM�WHPK�TLKPH��9%�]Z�4%�SHZ[�`LHY��

“In 2014 we are working with an increasing number of clients across the earned, owned, share and bought spaces. To be able to run our publishing and newsroom functions ef-fectively we have to consider all the chan-nels available to us. In 2014 we have been

focused on up-skilling existing talent and hiring specialist expertise to support this multichannel publishing model including micro-media buying.”

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insight/planning

storytelling

content creation & marketing

owned media

integrated ideas

media relations

realtime networking

stunts/experiential

paid media

quality of creative personnel

42.9%

48.2%

58.9%

7.1%

57.1%

32.1%

12.5%

13.4%

8.9%

28.6%

Which are the most important areas in which your PR firms need to improve their creative quality?

holmesreport.com/focus/creativity | 8

BUSINESS VALUEAssessment

-YVT�[OL�HNLUJ`�ZPKL��KPZZH[PZMHJ[PVU�^P[O�JSP-LU[�HZZLZZTLU[�VM�JYLH[P]P[`�WLYZPZ[Z��44% VM�HNLUJPLZ�YLWVY[�[OH[�JSPLU[Z�LP[OLY�OH]L�UV�ZL[�WYVJLZZ�MVY�HZZLZZPUN�JYLH[P]P[`�VY�KV�UV[�HZZLZZ�P[�H[�HSS��]Z�41%�SHZ[�`LHY���

13.9%

37.6%

38.4%

6.1%

4%

Yes

Yes as part of client satisfaction

sometimes, but there is no set process

no

don’t know

Do clients assess your creative effort?

holmesreport.com/focus/creativity | 9

BUSINESS VALUEGetting paid

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*SPLU[Z�JSLHYS`�KLTVUZ[YH[L�TVYL�PUUV]H[PVU�OLYL��WYLMLYYPUN�[V�WH`�ZL[�MLLZ�MVY�PKLHZ��32%) VY�IHZLK�VU�ZHSLZ�YLZ\S[Z�[PLK�[V�PKLHZ��32%���)V[O�VM�[OLZL�YHUR�HOLHK�VM�07�SPJLUZPUN�PKLHZ��26%���^P[O�IPSSHISL�OV\YZ�JVTPUN�PU�SHZ[��24%��

(NLUJPLZ��TLHU^OPSL��^V\SK�YH[OLY�Z[PJR�[V�IPSSHISL�OV\YZ��48%��^P[O�ZSPNO[S`�SLZZ�HSZV�MH]V\YPUN�ZL[�MLLZ�MVY�PKLHZ��44%���;OLYL�PZ�SP[[SL�HNLUJ`�HWWL[P[L�MVY�07�SPJLUZPUN�PKL-HZ�VY�]PH�ZHSLZ�YLZ\S[Z�[PLK�[V�PKLHZ��

;OL�ÄUKPUNZ�^V\SK�HWWLHY�[V�JVUÄYT�[OH[�H�TVYL�PUUV]H[P]L�HWWYVHJO�[V�M\UKPUN�^V\SK�OLSW�LUJV\YHNL�PKLH�KL]LSVWTLU[�HUK�V]LYHSS�JYLH[P]P[ �̀�7\[�TVYL�ZPTWS �̀�P[�HWWLHYZ�[OH[�HNLUJPLZ�ULLK�[V�^VYR�OHYK-LY�[V�ÄUK�JVTTVU�NYV\UK�^P[O�JSPLU[Z�[OH[�HYL�ZLHYJOPUN�MVY�TVYL�JYLH[P]L�79�^VYR�

Billiable Hours

Set Fees for Ideas

Intellectual property & licensing of ideas

Sales results tied to ideas

23.7%

47.9%

31.6%

44.3%

26.3%

28.3%

31.6%

15.6%

Client agency

In terms of developing ideas would you prefer to pay or be paid according to:

holmesreport.com/focus/creativity | 10

IDEAS & QUALITY

;OL�JSPLU[�HNLUJ`�KP]PKL�L_[LUKZ�[V�V]LYHSS�WLY-JLW[PVUZ�VM�X\HSP[`�HUK�PKLHZ�PU�[OL�79�PUK\Z[Y �̀�KLTVUZ[YH[PUN�H�T\JO�SLZZ�MH]V\YHISL�]PL^�MYVT�[OVZL�VU�[OL�PU�OV\ZL�ZPKL�VM�[OL�LX\H[PVU�

6UJL�HNHPU��[OL�Z\Y]L`�ÄUKZ�SP[[SL�JOHUNL�PU�[LYTZ�VM�[OL�PUK\Z[Y`»Z�JYLH[P]L�X\HSP-[ �̀�47%�KLZJYPIL�P[�HZ�ºNVVK»�VY�ºPUZWPYH-[PVUHS»��JVTWHYLK�[V�43%�SHZ[�`LHY��

*SPLU[Z�JVU[PU\L�[V�OH]L�H�JVUZPKLYHIS`�TVYL�QH\UKPJLK�]PL^�VM�JYLH[P]L�X\HSP[`�[OHU�[OLPY�HNLUJ`�IYL[OYLU��1\Z[�41%�KLZJYPIL�P[�HZ�PU-ZWPYH[PVUHS�VY�NVVK��^OPSL�HSTVZ[����WLYJLU[�ZLL�P[�HZ�VYKPUHY`�VY�^VYZL��(YL�HNLUJPLZ�MHSS-PUN�KV^U�PU�[OLPY�X\LZ[�[V�WYV]L�[V�JSPLU[Z�[OH[�[OL`�OH]L�[OL�ULJLZZHY`�JYLH[P]L�JYLKLU-[PHSZ�MVY�[VKH`»Z�LUNHNLTLU[�LU]PYVUTLU[&

9LZWVUKLU[Z�PU�(UNSV:H_VU�THYRL[Z�·�(\Z-[YHSPH��61%���[OL�<:��55%��HUK�<2��48%) ·YL[HPU�[OL�TVZ[�MH]V\YHISL�]PL^�VM�JYL-H[P]L�X\HSP[ �̀�^P[O�,\YVWL�KYVWWPUN�JVU-ZPKLYHIS`�MYVT�47% to 38%�[OPZ�`LHY��

Australia 61%

UK 54%

US 50%

LatAm 44%

Middle East & Africa 40%

Asia 40%

Europe 38%

Inspirational or good

Client Agency

Poor

Unsatisfactory

Ordinary

Good

Inspirational 6.5%

40.2%

38.5%

11.9%

0.4%

1.5%

39.1%

49.3%

4.4%

5.8%

How would you describe the quality of creativity in the PR industry?

holmesreport.com/focus/creativity | 11

IDEAS & QUALITYTrending Upwards

-\Y[OLY�JSHYP[`�PZ�WYV]PKLK�^OLU�YLZWVUK-LU[Z�HYL�HZRLK�^OL[OLY�[OL`�[OPUR�[OL�X\HSP[`�VM�JYLH[P]P[`�PU�79�JHTWHPNUZ�OHZ�PTWYV]LK�V]LY�[OL�WHZ[�`LHY��(STVZ[�OHSM���49%��IL-SPL]L�[OH[�P[�OHZ��H�JSLHY�PUJYLHZL�VU�������HUK�HU�PUKPJH[VY�[OH[�[OL�PUK\Z[Y`»Z�JYLH[P]L�Z[HUKHYKZ�HYL�TV]PUN�PU�[OL�YPNO[�KPYLJ[PVU�

/V^L]LY��JSPLU[Z�YLTHPU�SLZZ�JVU]PUJLK�[OH[�X\HSP[`�PZ�PTWYV]PUN"�Q\Z[�28% HNYLL�^P[O�[OH[�Z[H[LTLU[��

;OL�UV[PVU�[OH[�79�HNLUJPLZ�SHJR�IPN�PKL-HZ�ÄUKZ�SLZZ�Z\WWVY[�[OPZ�`LHY��H�^LSJVTL�KL]LSVWTLU[�HUK�TVYL�L]PKLUJL�[OH[�[OL�PUK\Z[Y`�PZ�Z[LWWPUN�\W�P[Z�JYLH[P]L�Z[HUK-HYKZ��6US`����WLYJLU[�ILSPL]L�[OL�Z[H[LTLU[�PZ�H�MHPY�VUL��JVTWHYLK�[V�60%�SHZ[�`LHY�

0U[LYLZ[PUNS �̀�JSPLU[Z�HYL�SHYNLS`�PU�Z`UJ�^P[O�HNLUJPLZ�VU�[OPZ�X\LZ[PVU��^P[O�[OL�ZHTL�WYVWVY[PVU��55%��ILSPL]PUN�[OH[�[OL�79�PUK\Z[Y`�SHJRZ�IPN�PKLHZ�

“I feel many times that the ideas brought about by PR teams end up being the campaign themes that are executed upon by the marketing and ad-vertising agencies ultimately. The problem is that the PR agency never receives the same compen-ZH[PVU�MVY�[OL�[PTL�LɈVY[�PKLHZ�[OH[�NV�PU[V�P[�¹

(.,5*@��<:(�

44.9%

55.1%

Yes, it’s a fair judgementNo, it’s unfair

The PR industry has been criticised for lacking ‘big ideas’. Do you agree with this statement?

No 20.1%

30.3%

Yes 48.8%

No change

Over the past 12 months, do you feel that the quality of creativity in PR campaigns has improved?

holmesreport.com/focus/creativity | 12

BARRIERS

>OPSL�54%�VM�YLZWVUKLU[Z�JSHPT�[OH[�H�SHJR�VM�I\KNL[�YLTHPUZ�H�THQVY�IHYYPLY�[V�JYLH[P]L�[OPUR-PUN��P[�PZ�V]LYZOHKV^LK�[OPZ�`LHY�I`�ºJSPLU[�MLLK-IHJR�VY�YPZR�H]LYZPVU»��55%���Z\NNLZ[PUN�H�NYV^-PUN�WYVISLT�IL[^LLU�[OL�I\`LYZ�HUK�[OL�ZLSSLYZ��;OH[�ÄN\YL�PZ�H�10% increase on last year, when it was 44%��0U[LYLZ[PUNS �̀�[^V�`LHYZ�HNV�[OL�IPNNLZ[�JVTWSHPU[�^HZ�SHJR�VM�[PTL��HSTVZ[�70%�"�PU������VUS`�39%�ZLL�[OH[�HZ�H�IPN�PZZ\L�

“The problem is PR’s inferiority complex to ad agencies.”(.,5*@��>693+>0+,

“The money goes to advertising, events, promotions, digital and rarely to PR. In fact PR is simply expected to get media coverage for other people’s creative ideas.”

(.,5*@��05+0(

“I think, as with a lot of agencies, our talent hasn’t been brought up in a world where their cre-ative abilities have been developed particu-larly well. Or rewarded, or demanded.”

(.,5*@��<2

“It’s all of the above, but mostly it is FEAR.”(.,5*@��(:0(�7(*0-0*

Client feedback or risk aversion

Lack of budget

Lack of clear objectives

Lack of time

Lack of understanding between agency and client

Difference in opinion about creative quality

Our own risk aversion

Regulatory environment

Leadership do not view it as important

It’s the domain of other departments or agencies, not PR

The economy

55%

54%

40%

39%

23%

18%

16%

15%

13%

11%

6%

What stops you or your company from being creative?

holmesreport.com/focus/creativity | 13

(�ZPTPSHY�WPJ[\YL�[V�SHZ[�`LHY�^P[O�HU�PTWYV]LK�\ZL�VM�PUZPNO[�JSHPTPUN�[OL�[VW�ZWV[��33%) as [OL�[OPUN�YLZWVUKLU[Z�TVZ[�[OPUR�^V\SK�PT-WHJ[�VU�[OLPY�JYLH[P]P[ �̀�)V[O�ºTVYL�[YHPUPUN»�HUK�ºTVYL�RUV^SLKNL�VM�JYLH[P]L�[VVSZ»�HYL�ZPNUPÄJHU[S`�\W�VU�SHZ[�`LHY��^OPSL�ºTVYL�YL-^HYKZ�MVY�ILPUN�JYLH[P]L»�HUK�ºTVYL�L_[LYUHS�Z[PT\S\Z»�OH]L�IV[O�MHSSLU�MYVT�[OL�[VW����

“The greatest obstacle to creativity in PR is the un-willingness of clients in our region (MENA) to im-plement creative ideas. We invariably win business based on creativity but then none of the ideas pro-posed is ever taken up by clients, who simply want press coverage. There is very little willingness to invest in or take on creative work from agencies.”

(.,5*@��<(,

BARRIERS

more budget

all other responses

ability to take more risks

Improve use of insight

more diverse workforce

more knowledge of creative tools

educate clients

more training

more time

more expertise

clearer client briefs

28%

12%

31%

33%

19%

32%

25%

19%

20%

19%

24%

If you could only do three things to improve your won or your company’s creative capabilities, what would they be?

holmesreport.com/focus/creativity | 14

DRIVERS & DEFINITIONS

0[�PZ�VUL�[OPUN�[V�[HSR�PU�NLULYHS�[LYTZ�HIV\[�JYLH-[P]L�Z[HUKHYKZ��I\[�H�TVYL�\ZLM\S�WPJ[\YL�LTLYN-LZ�^OLU�YLZWVUKLU[Z�HYL�HZRLK�[V�aLYV�PU�VU�[OL�[YLUKZ�[OH[�[OL`�HYL�\ZPUN�[V�PUÅ\LUJL�[OLPY�^VYR��

:[VY`[LSSPUN�JVTLZ�V\[�VU�[VW��87%���MVSSV^LK�I`�]PZ\HS�PTHNL�SLK�JVTT\UPJH[PVU��49%), IYHUK�[YHUZWHYLUJ`�HUK�H\[OLU[PJP[`��49%), KPNP[HS�JVTTZ��59%���ZVJPHS�NVVK��45%��HUK�PTTLYZP]L�IYHUK�L_WLYPLUJLZ��37%���>LHY-HISL�[LJO�HUK��+�[LJOUVSVN`�YHUR�SV^LZ[�

Storytelling

Visual/image led communication

Brand transparency

Social good

immersive brand

Co-creation

Mobile

Wearable tech

3d tech

86.6%

49%

48.6%

44.5%

36.6%

35.7%

25.8%

5.5%

3.4%

What trends are you using to influence your work?

holmesreport.com/focus/creativity | 15

DRIVERS & DEFINITIONSCreativity is...

(Z�L]LY��^L�LUJV\U[LYLK�H�YHUNL�VM�]PL^Z�^OLU�^L�HZRLK�WLVWSL�[V�KLÄUL�JYLH[P]P[`�PU�[OL�JVU[L_[�VM�79��6M�[OL�����YLZWVUZLZ�^L�YLJLP]LK��[OL�ILZ[�HYL�SPZ[LK�PU�[OL�HWWLUKP_��KLTVUZ[YH[PUN�[OL�NLULYHS�SHJR�VM�JVUZLUZ\Z�[V^HYKZ�H�\UPÄLK�KLÄUP[PVU�VM�79�JYLH[P]P[ �̀

>OLU�HZRLK�^OPJO�MHJ[VYZ�KYP]L�NYLH[�JYLH-[P]L�^VYR��YLZWVUKLU[Z�HNHPU�YHURLK�ºNYLH[�Z[VY`[LSSPUN»�ÄYZ[��78%���(UK��VUJL�HNHPU��PUZPNO[�WSHUUPUN�JHTL�ZLJVUK��64%���,TV-[PVUHS�YLZVUHUJL�HNHPU�YHURZ�[OPYK��48%), MVSSV^LK�I`�JVU[LU[�JYLH[PVU��42%���

“This is something that agencies and industry have been grappling with many years. We believe that creativity is the singularity around which everything else should gravitate in the agency. It is the author of every idea; ideas that only be-come great when we share them with the world

and the world shares them. Our ideas must be based in truth, they must be mov-ing and they must connect people and to do that we, our clients and most importantly our audiences must believe in them. Fundamentally, we believe that creativity is a culture. It inspires us to create the stories and content to bring our ideas to life, allowing our audiences to champi-on them, share them and make them their own.”

90*/(9+�4033(9��.36)(3�*/(09��*9,(;0=,�:;9(;,.@��/�2�365+65�

Content creation

crowdsourcing

emotional resonance

great storytelling

humour

insight and planning

purpose

stunts

technical innovation

third party endorsement

viral execution

results

42.2%

3.8%

48%

77.5%

12.4%

64.4%

33.7%

3.8%

14.1%

16.4%

14.1%

32.1%

In your opinion, what drives great PR work?

holmesreport.com/focus/creativity | 16

“We do have someone who tends to lead idea generation but it’s not a formal position.”

(.,5*@��<2

“The CD manages the operation of a team of creatives (art and copy) and the process of the creative output, and also presents/sells the ideas to clients.”

(.,5*@��*/05(

“I am our CD and I spend a lot of time looking at what trends and conver-sations are going on beyond our four walls. I then turn some of these into ideas that have a brand purpose.”

(.,5*@��<2

6]LY�[OL���`LHYZ�VM�V\Y�Z[\K`�[OL�U\TILY�VM�*+�WVZP[PVUZ�OHZ�YPZLU�I`�HSTVZ[�10%��4LHU-while, 37% feel that it is part of L]LY`VUL»Z�QVI��:V�OV^�KVLZ�H�I\ZPULZZ�ÄUK�[OL�IHSHUJL&

“This is a hotly debated topic – does your PR agency need a cre-ative director or not? Certainly the majority of the big agencies now have a dedicated CD or resource. Having been in that role several

years ago at a WPP agency, I believe what you need is someone to LEAD cre-ativity rather than BE the creative. You go from being the maker to the catalyst. It’s all about intention. I’ve heard the CD role described as the “punchbag and the lighthouse” and that’s about right.”

*3(09,�)90+.,:��-6<5+,9�56>�.6�*9,(;,

>OH[�KVLZ�`V\Y�*YLH[P]L� +PYLJ[VY�KV&

“Our CD overseas all our high-level cre-ative mentors, the creative and comms team, and is responsible for engaging and training in creative and innovative thinking for all of our employees.”

05�/6<:,��(<:;9(30(

Yes 42%

37%

14%

7%

no, not necessary, it’s part of everyone’s job

no, but we’re considering it

we’d like to but we can’t afford it

2014 2013 2012

Do you have a Creative Director?

TALENT & INVESTMENTCreative director

holmesreport.com/focus/creativity | 17

(�ZPNU�VM�JH\[PV\Z�[PTLZ��WLYOHWZ��I\[�YLJVT-TLUKH[PVU�JV\U[Z�MVY�H�SV[�PU�����!�34% of JHUKPKH[LZ�HYL�WPJRLK�ILJH\ZL�VM�[OLPY�YLW\-[H[PVU��JVTWHYLK�[V�25%�SHZ[�`LHY���;OL�ILZ[�JOHUJL�VM�SHUKPUN�H�QVI��OV^L]LY��YLTHPUZ�H�RPSSLY�*=��^P[O�43%�VM�YLZWVUKLU[Z�Z[H[PUN�[OH[�H�JHUKPKH[L»Z�WYL]PV\Z�^VYR�WSH`Z�[OL�IPNNLZ[�WHY[��

“HR is the missing link here. HR really needs to get knitted into the fabric of creativity in a business so that there is a framework for re-cruitment, to measure creativity in a perfor-mance review, agree what great looks like as ^LSS�HZ�WYVNYLZZ�[OYV\NOV\[�[OL�KPɈLYLU[�Z[HNLZ�

of a career and set up infrastructure accordingly.” *3(09,�)90+.,:��-6<5+,9�56>�.6�*9,(;,

TALENT & INVESTMENTRecruitment

Assess interviewee’s previous work 43%

Specific interview questions 37%

Use interviewer’s judgement 37%

Recommendation 34%

We don’t use any specific methods 30%

Specific interview test 21%

Award portfolio 14%

How do you recruit for creativity?

holmesreport.com/focus/creativity | 18

1\Z[�SPRL�SHZ[�`LHY��OHSM��50%��VM�YLZWVUK-LU[Z�[OPUR�[OH[�[OLPY�ÄYT�KVLZU»[�PU]LZ[�OLH]-PS`�LUV\NO�PU�JYLH[P]P[ �̀�(�M\Y[OLY�16% aren’t Z\YL��SLH]PUN�Q\Z[�35%�OHWW`�^P[O�[OL�J\YYLU[�ZP[\H[PVU�PU�[OLPY�I\ZPULZZ��(UV[OLY�^H`�VM�SVVRPUN�H[�P[!�[^V�[OPYKZ�HYL�UV[�JVU]PUJLK�[OH[�LUV\NO�TVUL`�PZ�ILPUN�PU]LZ[LK�PU�JYLH[P]P[ �̀

“We are investing in creating a creative culture in the agency which is key to fostering creativity. We need to empower our teams to develop their own JYLH[P]L�J\S[\YLZ��(�SHJR�VM�JYLH[P]P[`�JHU»[�IL�Ä_LK�by investment alone. We all need to accept that it is part of being a modern day storyteller; we

need to be inquisitive, to investigate new technologies, to develop a better understanding of media and to em-brace data and insight – these are the responsibilities of the individual. It drives me insane when I hear what we do described as what a person does when they tell H�Z[VY`�HYV\UK�H�JHTWÄYL��0[�PZ�UV[��+LSP]LYPUN�LɈLJ[P]L�and award winning campaigns goes way beyond this kind of storytelling; it is far more complex. Stories only become great when we share them with the world.”

:0465�:/(>��*/0,-�*9,(;0=,�6--0*,9

.36)(3�*,5;9,�6-�*9,(;0=,�:;9(;,.@��/�2�

TALENT & INVESTMENTInvestment

noyesnot sure

35%

50%15%

Do you feel that your business adequately invests in creativity?

holmesreport.com/focus/creativity | 19

-VY�[OL�ÄYZ[�[PTL��^L�HZRLK�YLZWVUKLU[Z�^OL[OLY�[OL`�OH]L�HU`�KLKPJH[LK�JYLH-[P]L�YLZV\YJL�PU�[OLPY�I\ZPULZZ�6US`����WLY�JLU[�VM�YLZWVUKLU[Z�OH]L�HU`�KLKPJH[-LK�JYLH[P]L�YLZV\YJL�PU�[OLPY�HNLUJ �̀�

“We have an on-call resource and we try and make L]LY`VUL�[OPUR�KPɈLYLU[S �̀�>VYRZ�ZVTL[PTLZ�¹

(.,5*@��<:

TALENT & INVESTMENTInvestment

yesnodon’t know

37%61%

2%

Do you have any dedicated creative resource in your agency?

holmesreport.com/focus/creativity | 20

(Z�H�^H`�[V�LUJV\YHNL�JYLH[P]P-ty: 63%�VM�YLZWVUKLU[Z�PKLU[PM`�LU[Y`�PU[V�NVUN�ZOV^Z�HZ�H�^H`�[OLPY�JVTWHU`�Z\WWVY[Z�JYLH[P]-P[`"�SHZ[�`LHY�[OL�ÄN\YL�^HZ�VUS`�50%��/V^L]LY�[OPZ�PZ�JYLH[P]P[`�HM[LY�[OL�MHJ[�¶�P[�PZ�UV[�H�PKLH�NLU-LYH[PUN�M\UJ[PVU�VY�PU]LZ[TLU[��

4LHU^OPSL��JYV^KZV\YJPUN��13%) ZLLTZ�[V�OH]L�SVZ[�P[Z�S\Z[YL�I\[�[YHPUPUN�PU�JYLH[P]L�[LJOUPX\LZ��37%��HUK�[OL�VSK�MHP[OM\S�IYHPU-Z[VYTPUN��68%��HYL�IV[O�\W��4LU[VYPUN��ZHKS �̀�ZOV^Z�UV�ZPNU�VM�YL[\YUPUN�[V�P[Z�MVYTLY�WVW\SHY-P[`�^P[O�HUV[OLY�KLJSPUL�[OPZ�`LHY!�only 37%�VM�YLZWVUKLU[Z�ZHPK�[OH[�TLU[VYPUN�^HZ�LTWSV`LK�^OLYLHZ�[^V�`LHYZ�HNV�P[�^HZ�HSTVZ[�50%�

6U�H�WVZ[P]L�UV[L��ULHYS`�30% VM�YLZWVUKLU[Z�ZHPK�[OH[�[OL`�HYL�NP]LU�UVU�IPSSHISL�[PTL�[V�[OPUR�¶�H�YVI\Z[S`�YLZLHYJOLK�MHJ-[VY�PU�KLSP]LYPUN�UL^�PKLHZ�¶�ZLL�.VVNSL���4�HUK�THU`�V[OLYZ�

“We also invest in companies on 2PJRZ[HY[LY�HUK�ÄUK�H�SV[�VM�PUZWP-ration from these start-ups.”

(.,5*@��*(5(+(�

TALENT & INVESTMENTCreative Investment

audience insight & Planning

job rotation/secondment

using case studies

brainstorming ideas

nothing, just part of the job

award entries

mentoring

facilitation training

non-billable time to think

crowdsourcing

training in creative techniques

37%

10%

46%

68%

13%

63%

37%

29%

29%

13%

37%

Which investments are made to support creativity in your organisation?

“One thing we do is have time ZWLU[�V\[�VM�[OL�VɉJL�NL[[PUN�PU-spiration from the world.”

(.,5*@��<2

“Creativity is a mindset. Being curious, investigating new technologies, seeing inspira-tion in your children and in life PU�HUK�V\[ZPKL�`V\Y�VɉJL��>L�are experiencing a blurring of

audiences and along with that a blurring VM�PUÅ\LUJL��0UZWPYH[PVU�JHU�JVTL�MYVT�anyone, anywhere and at anytime.”

:0465�:/(>��*/0,-�*9,(;0=,�6--0*,9�� .36)(3�*,5;9,�6-�*9,(;0=,�:;9(;,.@��/�2�

holmesreport.com/focus/creativity | 21

0[»Z�H�MHTPSPHY�Z[VY`�VM�WVZ[�ÄUHUJPHS�JYP-sis parsimony, with 40%�VM�YLZWVUKLU[Z�ZH`PUN�[OH[�2%�VY�SLZZ�VM�[OLPY�I\KNL[�PZ�ZWLU[�VU�M\Y[OLYPUN�JYLH[P]P[ �̀�3LZZ�[OHU�H�[OPYK��31%) say it’s more than 6%��

TALENT & INVESTMENTBudgets

2%8%20%

29%

40%

0-23-56-1011-2526-50

What percentage of your department or agency’s overall budget/revenue is spent on improving creativity?

holmesreport.com/focus/creativity | 22

0[»Z�UV[�Z\YWYPZPUN�NP]LU�[OL�YLZ\S[Z�HIV]L�[OH[�H�KPZNY\U[SLK�THQVYP[`��54%��VM�YLZWVUKLU[Z�KV�UV[�MLLS�HKLX\H[LS`�YL^HYKLK�MVY�[OLPY�JYL-H[P]P[ �̀�^OPSL�H�M\Y[OLY�11%�HYLU»[�Z\YL��1\Z[�VUL�[OPYK��35%) are happy with the way they HYL�JVTWLUZH[LK�MVY�[OLPY�PUUV]H[P]L�[OPURPUN�

:VTL[OPUN�PZ�H^Y`�^OLU�Q\Z[�H�[OPYK�VM�[OL�WLVWSL�LTWSV`LK�MLLS�[OH[�[OLPY�JYLH[P]L�LM-MVY[Z�HYL�WYVWLYS`�YLJVNUPZLK��9LTLTILY��P[�YLHSS`�PZU»[�HSS�HIV\[�TVUL`�¶�Z[\KPLZ�ZOV^�HNHPU�HUK�HNHPU�[OH[�YL^HYKZ�JVTL�PU�T\S[PWSL�N\PZLZ��HUK�[OH[�[OL�TVZ[�ZH[PZÄLK�LTWSV`LLZ�VM[LU�Q\Z[�ULLK�[V�MLLS�JOHSSLUNLK��HWWYLJP-H[LK�HUK�ZLL�[OLPY�PKLHZ�JVTL�[V�MY\P[PVU�

)`�MHY�[OL�TVZ[�JVTTVU�^H`�[V�YL^HYK�JYL-H[P]P[`�PZ�K\YPUN�[OL�HUU\HS�WLYMVYTHUJL�YL]PL^��53%���I\[�33%�VM�YLZWVUKLU[Z�JHU�ZLL�IL`VUK�[OL�WH`�WHJRL[�HUK�MLLS�[OH[�NVVK�JYLH[P]L�^VYR�IVVZ[Z�QVIZ�WYVZ-WLJ[Z��4VYL�[OHU�H�X\HY[LY��26%���OV^L]LY��ZH`�[OH[�JYLH[P]P[`�PZ�UV[�YL^HYKLK�H[�HSS�

“We recognise, but don’t necessarily reward.”*65:<3;(5*@��<:

“In our company, reward comes from recog-nition from peers and management.”

(.,5*@��(-90*(

TALENT & INVESTMENTRewards

No 35%

don’t know 11%

Yes 54%

Do you feel that your business adequately rewards creativity?

As part of annual performance review

Internal awards

Promotion opportunities

We don’t

Financial incentives

53%

43%

33%

26%

20%

How do you reward creativity and creative behav-iour?

holmesreport.com/focus/creativity | 23

(�X\HY[LY�VM�79�I\ZPULZZLZ�Z[PSS�KV�UV[�OH]L�H�JYLH[P]L�WYVJLZZ��-VY[\UH[LS �̀�^LSS�V]LY�[^V�[OPYKZ�VM�YLZWVUKLU[Z��72%) KV�OH]L�[OL�TLJOHUPJZ�PU�WSHJL��H�ZSPNO[�rise on last year, when it was 66%��

“In the past few years agencies have really upped their game in terms of process. General-ly, the bigger the company the more likely that [OL�JYLH[P]L�WYVJLZZ�PZ�^LSS�KLÄULK��>P[OV\[�P[�creative outcomes are left to chance which is not an appealing prospect for clients, it’s a waste of

time and given the competitive nature of the indus-try it’s not a strategy for survival let alone success.”

*3(09,�)90+.,:��-6<5+,9�56>�.6�*9,(;,

TECHNIQUES & TOOLSProcess

yesnodon’t know

72%

24%

4%

Do you have a creative process in your business?

holmesreport.com/focus/creativity | 24

agency so people who can see connec-tions, join dots to catch these ideas.”

:0465�:/(>��*/0,-�*9,(;0=,�6--0*,9

.36)(3�*,5;9,�6-�*9,(;0=,�:;9(;,.@��/�2�

-VY�[OYLL�`LHYZ�PU�H�YV �̂�NYV\W�IYHPUZ[VYTPUN�PZ�I`�MHY�[OL�TVZ[�WVW\SHY�^H`�[V�NLULYH[L�PKLHZ�¶�[OPZ�`LHY�ZSPNO[S`�TVYL�[OHU�L]LY�in fact, with almost 90% of the PUK\Z[Y`�LTWSV`PUN�P[��0UZPNO[�PZ�[OL�ZLJVUK�TVZ[�JP[LK�ZV\YJL�H[�67% [OPZ�`LHY��JYLLWPUN�\W�MYVT�53% �61%������������6% say they Z[PSS�KVU»[�\ZL�HU`�TL[OVKZ�H[�HSS�

“We’ll try anything!”(.,5*@��(:0(�7(*0-0*

“The notion that you can put some people in a room and they can come up with ideas is crazy – it is the worst sort of forced creativity. At the right time, with the right preparation, ideas do begin to

form; they then need time, nurturing, protecting and perfecting. It is impor-tant that you have processes in place to develop data driven insights, human and cultural truths and that you spend time mapping your audience, their passions, [OLPY�PUÅ\LUJLZ�HUK�[OLPY�SPML�WH[[LYUZ� Only when all these things are in place do the ‘right’ type of ideas begin to form. They are there to be caught but you need to right creative culture in the

TECHNIQUES & TOOLSBrainstorming

proprietary process

scamper

random stimuli

group brainstorming

Morphological matrix

Lotus blossom

insight

what would x do?

edward de bono’s 6 thinking hats

reverse brainstorming

we don’t use any techniques

related worlds

24%

2%

25%

88%

2%

2%

67%

23%

11%

17%

6%

22%

Do you use any of the following techniques to generate ideas?

holmesreport.com/focus/creativity | 25

effectivegood enougha waste of time

44%

43%

13%

Do you feel that group brainstorming is ...?

@L[�PU�YLZWVUZL�[V�V\Y�UL_[�X\LZ[PVU�HIV\[�[OL�LќLJ[P]LULZZ�VM�NYV\W��IYHPUZ[VYTPUN��13% VM�YLZWVUKLU[Z�[OPUR�[OH[�[OL�PUK\Z[Y`»Z�NV�[V�VW[PVU�MVY�PKLH�NLULYH[PVU�¶�PZ�H�^HZ[L�VM�[PTL��\W�9%�VU�SHZ[�`LHY��:V�WLYOHWZ�[OL�SPTP[H[PVUZ�VM�NYV\W�IYHPUZ[VYTPUN�HYL�ÄUHSS`�KH^UPUN�I\[�HS[LYUH[P]LZ�HYL�OHYKLY�[V�PTWSLTLU[&

“Group brainstorming is the PR (and to be fair most other industries) ‘default’ setting for idea generation and can work if the people in the room are well prepared, informed and coaxed into what we call a great ‘state to create’. Yet numerous studies prove what we all know intuitively that

group brainstorming, done badly, generates less ideas that people working by themselves. Factors like social SVHÄUN�¶�^OLU�WLVWSL�W\[�PU�SLZZ�LɈVY[�PU�H�NYV\W��[OL�PU[YV]LY[�L_[YH]LY[�MHJ[VY�HUK�JVUÄYTH[PVU�IPHZ�HSS�TLHU�that it’s just not enough to get in a room without proper prep and facilitation and expect things to ‘just happen.

This default to the apparently quickest option is the time barrier again – but it just doesn’t equate to better ideas in the long run and probably means more work anyway as it just doesn’t yield the result. Get away from your KLZR��PTTLYZL�`V\YZLSM�PU̸[OL�[HYNL[�H\KPLUJL»Z�SPML�MVY�a day, collaborate in creative pairs, threes or ideate individually - these are all proven ways to stimulate ideas that we teach. If you have to group brainstorm have a facilitator that knows what they’re doing.”

*3(09,�)90+.,:��-6<5+,9�56>�.6�*9,(;,

TECHNIQUES & TOOLSGroup brainstorming

holmesreport.com/focus/creativity | 26

>OPSL�WLYZVUHS�HZZLZZTLU[��46%) remains [OL�PUK\Z[Y`»Z�`HYKZ[PJR��V[OLY�^H`Z�VM�HZZLZZ-PUN�JYLH[P]L�PKLHZ�HYL�VU�[OL�YPZL!���;OPURPUN�/H[Z��]V[PUN�HUK�JVTWHYPZVU�HUHS`ZPZ�HYL�HSS�ZSPNO[S`�TVYL�PU�]VN\L�[OHU�SHZ[�`LHY�

“A quarter, however, still don’t use any particular process. “How can you sell or defend an idea to client without having torture-tested it somehow? This stat matches directly the number of agen-cies who say they have no process (25%). The KH`Z�VM�^H]PUN�`V\Y�ÄUNLY�PU�[OL�^PUK�ILSVUN�

on The Apprentice not in serious creative business.”*3(09,�)90+.,:��-6<5+,9�56>�.6�*9,(;,

“We ask: are the ideas rooted in strategy and do they achieve the campaign objectives?”

(.,5*@��<:

¸79�ÄYTZ�JHU�IL�V\Y�V^U�^VYZ[�LULT`�^OLU�P[�JVTLZ�[V�TLYJOHUKPZPUN�V\Y�JYLH[P]L�HIPSP[PLZ�HUK�VɈLYPUNZ��1\TW�VɈ�[OL�JYLH[P]L�JSPɈ�HUK�ZLL�^OH[�OHWWLUZ�¹

(.,5*@��<:�(5+�*(5(+(

personal experience

work as part of integrated agency team who input

swot

we don’t use any particular process

comparison analysis

creative director’s decision

risk-assessment

voting

5 thinking hats

46%

37%

32%

25%

25%

18%

17%

11%

4%

How do you assess your own or your agency’s creative ideas

TECHNIQUES & TOOLSAssessment

holmesreport.com/focus/creativity | 27

CREATIVITY IS...>OH[�PZ�`V\Y�KLÄUP[PVU�VM�JYLH[P]P[`�PU�79&

CO-AUTHORS

Insightful, strategic ideas that cause others (con-Z\TLYZ��PUÅ\LUJLYZ��[OL�TLKPH��L[J��[V�MLLS�compelled to tell your clients’ stories.

Creating the most positive outcome for the cli-ent. In the meantime leaving a lasting im-pression on stakeholders and the public.

Innovation that successfully delivers the message in such a way that it engages the intended audi-ence and makes them act in the desired way

Having the ‘big idea’. Though I feel this is more driven by what clients’ think they want - some HSS�LUJVTWHZZPUN��ZOPU �̀�JHTWHPNU�[OH[�Ä_LZ�HSS�their issues. When in fact I feel it can be some-[OPUN�[OH[�PZ�Q\Z[�ZPTWS`�KPɈLYLU[�[V�[OL�UVYT�

+HYPUN�[V�IL�KPɈLYLU[��;HRPUN�YPZRZ�

Ideas that have depth and can be applied across various media. Not just stunts. Original think-ing that will grab consumers attention.

Being able to break through, relate, and motivate with constituents

Creativity is about telling good stories about cli-ents, their category, products leadership. all this should also serve a higher purpose for the client

New ideas and ways of thinking. Taking a dif-ferent approach if that makes sense. Be-ing prepared to take a risk.

Something that takes a story away from the tactical roll-out into the way we engage and feel about it. Too often PR folk focus on the HOW at the expense of WHY

Creativity is a beautiful, simple, yet powerful idea that galvanizes action. Strategic ideas that are not HS^H`Z�JVZ[�PU[LUZP]L��0�ÄUK�[VV�THU`�HNLUJPLZ�JVTL�\W�^P[O�IPN�PKLHZ�[OH[�HYL�Q\Z[�UV[�ÄZJHS-ly doable, with the hopes of getting more budget ... not necessarily what’s best of the business.

0�JVTWHYL�P[�[V�[OL�ÄYZ[�[PTL�`V\�[HRL�H�OPNO�KP]L�VY�go on a fairground ride - you are pushing yourself to think beyond your comfort zone but when you do, you know it feels right and soon they’ll all want to do it.

Arun Sudhaman7(9;5,9�(5+�,+0;69�05�*/0,-

(9<5'/634,:9,769;�*64

Claire Bridges-6<5+,9��*9,(;0=,�*65:<3;(5*@

56>�.6�*9,(;,

*3(09,'56>.6*9,(;,�*6�<2