43% of marketers in the US believe their team doesn’t take enough creative risks

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 12, 2019, 10:04 AM UTC

About 39% of those surveyed observed their team to be taking the right amount of risks.

The Creative Group surveyed 400 creative (non-technical) senior marketers in the US. The study revealed that 43% of the respondents believe that while their teams do take creative risks, it isn’t enough. 10% of marketers reported that their teams play it too safe, creatively.

Marketers rated their campaigns 3.8 out of 5 (on average) in terms of creativity. The report highlighted that 8% of marketers believe their team to be taking too many creative risks with 39% finding their team taking the right amount of risks.

The study found that 46% of marketers find the planning and resource collecting stage of the project most labour-intensive and time-consuming. This is followed by developing deliverables and monitoring progress at 30%.

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