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Marketers vs Creatives: Communication Breakdown

CREATIVES VS. MARKETERS COLLABORATIVE COMMUNICATION PROFESSIONAL EXCELLENT AVERAGE DIFFICULT TEAM EFFECTIVE FRUSTRATING CHALLENGING DECENT OKAY POSITIVEDEPENDS REWARDING AOME MPROVEMENT PRODUCTIVE WISH GETTING SMOOTH SATISFACTORY STMULATIMG INCONSISTENT EFFICIENT ROOM FUN LOVE EXPERIENCE The most common words used when creatives and marketers described working together. ARE MARKETERS SATISFIED WITH CREATIVES? 44% Satisfied 17% 29% Very satisfied Not very satisfied 9% Extremely satisfied 1% extremely unsatisfied ARE CREATIVES PROUD OF THEIR WORK? Extremely proud: 13%· · - Very proud: 41% Proud: 39% Not very proud: 6% ·· .. Not proud at all: 1% ·... 3 HOW CREATIVES CAN IMPROVE STAFFING ADEQUATELY BEING TRANSPARENT THE BRIEFING PROCESS ONLY 24% of marketers LESS THAN 30% LESS THAN 40% of marketers say their creative teams of marketers say say creatives do a good job of either following the creative brief or asking questions to are well staffed. creatives are anticipating problems and following a transparent process. understand it better. 4 HOW MARKETERS CAN IMPROVE BETTER FEEDBACK: LESS THAN 30% of creatives said that marketers are good at giving feedback on either clear, timely, or consistent bases. AVOID SCOPE CREEP: 39% of creatives say it is difficult to very difficult to estimate the scope of projects. 24% say that marketers don't stay within the initial scope well. FOCUS ON BRIEFS: LESS THAN 23% of creatives think marketers do a good job of briefing projects clearly. ONLY 18% think marketers do a good job of sticking to the brief. WHERE CREATIVES AND MARKETERS AGREE 16% of creatives feel that they have the bandwidth to meet the demand. 24% of marketers feel the creative teams they work with are staffed adequately. MORE THAN 60% of marketers turn to outside resources to scale their efforts. CREATIVE TEAMS ARE UNDERSTAFFED GAPS IN SELF PERCEPTION FOR CREATIVES FOR MARKETERS DELIVERING FINAL CONTENT GIVING ACTIONABLE FEEDBACK 22% gap 19% gap 68% of creatives say they do a good job of 55% of marketers believe they give delivering content that meets expectations vs. 46% feedback well vs. 36% of creatives of marketers who agree. who agree. ANTICIPATING PROBLEMS SHARING CREDIT WITH CREATIVES 20% gap 18% gap 62% of marketers believe they do a good job of 47% of creatives think they're good at staying a step ahead of problems vs. only 27% of marketers. sharing the spotlight, vs. only 44% of creatives. ASKING QUESTIONS FOR CLARITY GIVING TIMELY FEEDBACK 17% gap 17% gap 68% of creatives say they make a strong effort to get extra clarity on the project but just 51% of marketers agree. 46% of marketers say they're good at giving on-time feedback but just 29% of creatives agree. HOW CAN MARKETERS AND CREATIVES WORK BETTER TOGETHER? Get the Free Report Get our full report to see everything we learned about the creative-marketer relationship. Our report includes detailed survey data from 789 marketers and creatives, as well as analysis and advice for producing better creative more efficiently. visually

Marketers vs Creatives: Communication Breakdown

shared by visually on Nov 04
Visually's latest report dives into the relationship between marketers and creatives.






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