{"id":7752,"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-uk\/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-uk\/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":[65],"tags":[73,69,68],"class_list":["post-7752","post","type-post","status-publish","format-standard","hentry","category-blog-en-uk","tag-agency-capabilities-en-uk","tag-marketer-capabilities-en-uk","tag-observations-en-uk"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.1.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\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-uk\/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; 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