{"id":7749,"date":"2022-09-26T12:37:53","date_gmt":"2022-09-26T10:37:53","guid":{"rendered":"https:\/\/www.observatoryinternational.com\/our-insights\/creativity-the-last-unfair-advantage\/"},"modified":"2025-12-11T12:02:49","modified_gmt":"2025-12-11T11:02:49","slug":"creativity-the-last-unfair-advantage","status":"publish","type":"post","link":"https:\/\/www.observatoryinternational.com\/en-cn\/our-insights\/creativity-the-last-unfair-advantage\/","title":{"rendered":"Creativity &#8211; the last unfair advantage"},"content":{"rendered":"<p>Why creativity is the last unfair marketing advantage. \u00a0In &#8216;Clients and Creativity&#8217; a report published by the WFA in partnership with The Observatory International and Contagious, nearly a third of brands felt their marketing communications creativity was \u2018compelling and contagious\u2019 (22%), or even \u2018iconic and a cultural talking point\u2019 (8%).\u00a0 But at the other end of the scale a similar percentage viewed their marketing communications activity as only \u2018practical and promotional\u2019 (27%), or \u2018wasteful and confused\u2019 (1%).\u00a0 Leaving around 40% in the middle.\u00a0 Not an encouraging picture of how brands are using creativity to drive sustainable brand growth and competitive advantage.<\/p>\n<p>The biggest factors identified in the survey as impacting creative effectiveness can be summarised as:<\/p>\n<ul>\n<li>Having the right partners in place<\/li>\n<li>Flawless execution of the ideas through great process and ways of working<\/li>\n<li>And the perennial factor \u2013 a great briefing process<\/li>\n<\/ul>\n<p>Seven considerations to drive creative effectiveness and differentiation:<\/p>\n<ol>\n<li><strong>Better briefing<\/strong> \u2013 the first and most important consideration<\/li>\n<li><strong>Get comfortable with being uncomfortable<\/strong> \u2013 providing the work delivers against the brief<\/li>\n<li><strong>Strong culture, better capabilities<\/strong> \u2013 through training and mentoring<\/li>\n<li><strong>Think brand value<\/strong> \u2013 long-term, not just short-term<\/li>\n<li><strong>Alignment can be the death of creativity<\/strong> \u2013 reduce the number of stakeholders, empower the teams<\/li>\n<li><strong>Don\u2019t dismiss awards<\/strong> \u2013 highly awarded work delivers growth<\/li>\n<li><strong>Better client, better work<\/strong> \u2013 collaboration and trust with your partners.<\/li>\n<\/ol>\n<p>Find out more <a href=\"https:\/\/wfanet.org\/knowledge\/item\/2022\/09\/08\/Marketers-failing-to-overcome-key-barriers-to-creativity-WFA-research\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Why creativity is the last unfair marketing advantage. \u00a0In &#8216;Clients and Creativity&#8217; a report published by the WFA in partnership with The Observatory International and Contagious, nearly a third of brands felt their marketing communications creativity was \u2018compelling and contagious\u2019 (22%), or even \u2018iconic and a cultural talking point\u2019 (8%).\u00a0 But at the other end &hellip; <a href=\"https:\/\/www.observatoryinternational.com\/en-cn\/our-insights\/creativity-the-last-unfair-advantage\/\">Continued<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[80],"tags":[88,84,83],"class_list":["post-7749","post","type-post","status-publish","format-standard","hentry","category-blog-en-cn","tag-agency-capabilities-en-cn","tag-marketer-capabilities-en-cn","tag-observations-en-cn"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Creativity - the last unfair advantage - The Observatory International<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.observatoryinternational.com\/en-cn\/our-insights\/creativity-the-last-unfair-advantage\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Creativity - the last unfair advantage - The Observatory International\" \/>\n<meta property=\"og:description\" content=\"Why creativity is the last unfair marketing advantage. \u00a0In &#8216;Clients and Creativity&#8217; a report published by the WFA in partnership with The Observatory International and Contagious, nearly a third of brands felt their marketing communications creativity was \u2018compelling and contagious\u2019 (22%), or even \u2018iconic and a cultural talking point\u2019 (8%).\u00a0 But at the other end &hellip; Continued\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.observatoryinternational.com\/en-cn\/our-insights\/creativity-the-last-unfair-advantage\/\" \/>\n<meta property=\"og:site_name\" content=\"The Observatory International\" \/>\n<meta property=\"article:published_time\" content=\"2022-09-26T10:37:53+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-12-11T11:02:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.observatoryinternational.com\/app\/uploads\/2022\/07\/observatory.png.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"576\" \/>\n\t<meta property=\"og:image:height\" content=\"300\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"WebmasterFarnedi\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@observatoryint\" \/>\n<meta name=\"twitter:site\" content=\"@observatoryint\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.observatoryinternational.com\\\/en-cn\\\/our-insights\\\/creativity-the-last-unfair-advantage\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.observatoryinternational.com\\\/en-cn\\\/our-insights\\\/creativity-the-last-unfair-advantage\\\/\"},\"author\":{\"name\":\"WebmasterFarnedi\",\"@id\":\"https:\\\/\\\/www.observatoryinternational.com\\\/en-cn\\\/#\\\/schema\\\/person\\\/dfb4c14c549654ef1d6ed6b4bd49f06f\"},\"headline\":\"Creativity &#8211; 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